January 20, 2023 | Categorised in:


Social media has come a long way since the first social networking site, Six Degrees, launched in 1997. Back then, social media was a way for people to connect with friends and family online. Fast forward to today, and social media has become an essential tool for businesses to reach and engage with their customers.

The Past

In the past, social media marketing was a new and untested strategy. Businesses were skeptical about its effectiveness and were slow to adopt it. However, as more and more people started using social media, it became clear that it was a valuable tool for businesses to reach their target audience.

Social media platforms such as Bebo and Vine were popular primarily among young people and were used for a variety of purposes, including staying connected with friends, sharing photos and updates, and expressing oneself creatively through the use of videos and other multimedia content.

For those unaware, Bebo was a social networking website that was launched in 2005 and was popular primarily in the United Kingdom, Ireland, and the United States. It was acquired by AOL in 2008 for $850 million, but its popularity declined in the following years and it was eventually sold to Criterion Capital Partners in 2013.

Vine was a short-form video hosting service where users could share 6-second-long looping video clips, some would argue similar to today’s TikTok. It was launched in 2013 and was acquired by Twitter in October of that year. However, in 2017, Twitter announced that it was discontinuing the Vine app and it has since been shut down.

Both Bebo and Vine were examples of how social media platforms can gain popularity quickly, but can also decline just as rapidly due to changing user preferences and the emergence of new platforms.

The Present

Today, social media is used for a wide range of purposes, including staying connected with loved ones, networking with professionals, following celebrities and public figures, learning about the news and current events, participating in online communities, and promoting products and services.

Social media has also played a significant role in political and social movements, as it has given a voice to underrepresented groups and has enabled the spread of information and ideas on a global scale.

Now, social media marketing is an integral part of any marketing strategy. It has become the primary way for businesses to connect with their customers and build brand awareness. According to a survey by Social Media Examiner, 92% of marketers said that social media marketing was important for their business, and 80% said that it increased traffic to their website.

The Future 

So, what does the future hold for social media marketing? It’s hard to say for sure, but there are a few trends that are already starting to emerge.

  • Visual Content

One trend is the increasing importance of visual content. With the rise of platforms like Instagram and Pinterest, visual content has become more important than ever. Businesses are using a combination of photos, videos, and infographics to engage with their audience and tell their brand’s story. In fact, posts with visual content are more likely to be shared on social media, which can help increase brand awareness and reach.

  • Social Media Advertising

Another trend is the rise of social media advertising. As more businesses start using social media to reach their customers, competition for attention is increasing. As a result, businesses are turning to paid advertising to help their content stand out. According to a survey by Hootsuite, social media advertising spend is expected to reach $252 billion by 2026. This shows the importance of paid advertising in the increasingly crowded social media landscape.

  • Customer Experience 

Another trend to watch out for is the increasing importance of customer experience. With the rise of social media, customers expect to be able to connect with businesses in real-time. As a result, businesses need to be responsive and provide excellent customer service to maintain a positive reputation. This means having a social media presence and being active on platforms like Twitter and Facebook to answer customer questions and concerns.

  • Artificial Intelligence

Finally, the use of artificial intelligence and machine learning in social media marketing is expected to increase. Tools like chatbots and personalised recommendation algorithms can help businesses save time and improve the customer experience. For example, chatbots can be used to answer common customer questions and provide assistance, freeing up customer service representatives to handle more complex issues. Personalized recommendation algorithms can help businesses recommend products or content to individual customers based on their interests and previous purchases.


In conclusion, social media marketing has come a long way in a short amount of time. It has become an essential tool for businesses to reach and engage with their customers. We are excited to see what’s in store for social media marketing over the course of the upcoming years!

Check out our ultimate social media guide on how to smash your campaigns, and if you would like a team of social media experts to help create killer campaigns for your brand, simply reach out today.