The Past, Present, and Future of Social Apps

This article delves into the evolution of social apps, contrasting the approaches of the past generation with those of the present and future. It explores the lessons learned from the Web 2.0 era and highlights the key strategies that are shaping the future of social media.

The Rise and Fall of Large Social Networks

The past generation of social apps, like Facebook and Twitter, gained dominance by building massive networks, emphasizing feeds for discovery, and fostering a culture of followers and status competition. They relied heavily on advertising for monetization.

• Building large networks with feeds for discovery.
• Creating a followers/status competition for engagement.
• Bringing together creators and audiences.
• Monetizing with ads.
• Supporting photo, text, and video content.

The Rise of Smaller, More Intimate Social Networks

The next generation of social apps is taking a different approach. They prioritize smaller networks, real connections, creator ownership, direct monetization through subscriptions and NFTs, and interactive media formats.

• Small networks or algo-driven big ones.
• Creating real connection with people.
• Letting creators own their audiences.
• Monetizing directly with subs, NFTs, etc.
• Evolving media format towards interactivity.

The Importance of User Growth and Network Effects

The author emphasizes that building a critical mass of users is paramount for the success of social apps. The concept of network effects, where the value of a service increases with the number of users, is crucial in social networks.

• Waitlist hacks.
• A/B tested invite flows.
• Contact importers.
• "People you may know" algorithms.
• Embedded video widgets.
• Facebook platform API hacks.
• Viral factor tracking.

The Power of the Creator Economy

The author highlights the growing influence of the creator economy, where individuals build their own audiences and monetize their content directly. This trend is fueled by the limitations of traditional social platforms and the desire for greater control and ownership.

Web 2.0: A Lesson in Growth and Innovation

The article discusses the rise and fall of numerous social apps during the Web 2.0 era, highlighting the importance of user growth and innovation. These early experiences provided valuable insights into the challenges and opportunities of building successful social platforms.

• Flickr
• Tumblr
• Blogger
• Hi5
• Digg
• Slide
• Imeem
• Flixster
• Odeo

The Future of Social: Interactive Media and Community Building

The author concludes by envisioning the future of social apps, emphasizing the role of interactive media formats, such as 3D content, games, and NFTs, as well as a focus on community building. The future of social media will be characterized by greater user engagement, control, and creativity.

Key Takeaways

This article offers a comprehensive overview of the evolution of social media, highlighting key lessons from Web 2.0 and predicting the future of social apps. It underscores the importance of user growth, community building, creator empowerment, and the shift towards smaller, more intimate social experiences.