Remember us? The evolution of communities on social media

We're hosting an event on the 14th November in central London on this very topic. Register now to hear from a wide range of speakers across social media, technology, business and charity.

Time flies on the internet. Do you remember rushing home from school to log on to MSN? We do, but maybe that shows our age. MSN Messenger was the first place many of us publicly announced our high school crushes. It served as the online ‘town square’ for after-school chat, music sharing, and video calls with friends.?

For me, then came Bebo, where we learned to share the Luv, a feature you could use once a day. Ranking your top 16 friends often led to competition and drama in the playground. For many, Bebo was the pre-Facebook era, a training ground for what would become our careers in digital communication.?

MySpace, potentially the OG for many, is seen as the pioneering social media channel of the early 2000s. Users could customise profiles using HTML and CSS, allowing for personalisation—a sign of things to come in digital communications. MySpace's unique edge was its focus on music, offering a platform for sharing and discovering new artists.?

Aside from looking back at our younger selves with pure cringe, these channels offered a place for people to connect and share memories together in a largely harmonious way.?

Fast forward to today, and social media has evolved dramatically. Channels like Facebook, Instagram, and X have become sophisticated ecosystems for content sharing, marketing, and even e-commerce (don’t get me started on TikTok Shop). Yet, a core principle of social media—community—remains unchanged. In fact, 72% of users feel more connected to brands who engage with them online.??

Communities are still integral to social media strategies for several reasons. First, they foster engagement, with reports that posts with a community element lead to a 60% increase in engagement compared to more general posts. People are more likely to interact with content that resonates with their interests and values.??

Second, communities build loyalty. When users feel part of a group, they are more likely to stay engaged and advocate for the brand.???

Lastly, communities provide valuable insights. By listening to community feedback, companies can adapt and improve their offerings.?

While the channels and features may have evolved, the importance of community in social media strategies remains as crucial as ever. Companies that recognise and leverage this will continue to thrive in the ever-changing digital landscape.??

We’re hosting an event on the 14th November, which covers all of this and more. Register your attendance here.