Social media came into existence when platforms like Friendster, MySpace and LinkedIn launched in the early 2000s. In 2004 Facebook was launched, Facebook became a place where everyone was collecting digital friends, then sharing their “status”, photos and comments for everyone to see. After the launch of YouTube and Twitter in 2005 and 2006 respectively, brands were quickly trying to figure out ways to engage these rapidly increasing audiences in an authentic way. Facebook rolled out Pages and ads, soon after other platforms followed suit. Tumblr launched in 2007 and with that rich media began to take precedent.
Social media users began to regularly leverage the platforms to share their support or air their grievances about brands, forcing brands and businesses to pay attention and recognize the value of social media not only for marketing, but for customer service also. After 2012 with an increase of different social media platforms users began to value shorter content that’s easily consumed on mobile, an area that Vine capitalised on with their six second videos. Social media is more self-centered than ever, as users demand hyper-relevant, personalized content from brands, and cutting-edge technological innovations from platforms that enable them to augment their own content through filters, lenses and 360 degree angles.