There was a generation of founders trying to add social to everything
Social and music. Social fitness. Social news. Social social social. There were new kinds of creation, profiles, etc.
No, Iām not talking about today. I mean 15 years ago.
Thereās a lost art of Web 2.0
Web 2.0 was about a lot of things. There was big UX breakthroughs, like tagging, profiles, feeds, photos, and everything else in user generated content. This was built on AJAX (lol!), Rails, early cloud platforms, and so on
New apps were being built in weeks - but most failed
It wasnāt enough to build the app, you needed to also grow a critical mass of users
With ideas like wait list hacks, A/B tested invite flows, contact importers, āpeople you may knowā algos. Embedded video widgets, Facebook platform API hacks, viral factor tracking, and so on.
15 years later, social is back
But much of the hard won lessons of web 2.0 have been lost
The folks of that era are in their 40s now - more likely to be investors or execs at big tech cos (you know who you are! Lol) - than the new gen founders trying to build the new social app
Of course history will not repeat itself - itāll all be reinvented
Building social in the shadow of the big social apps presents drawbacks, and opportunities too. New apps can be reactive, creating authenticity and real relationships in a content landscape thatās fake
Everything is now mobile-first - a clear evolution of web 2.0. Itās all about Testflight, push notifs, mobile phone contacts. Maybe you donāt need feeds or profiles - maybe just swipe through and the algo figures it out. Messaging is more core. Btw, tagging never worked anyway :)
Yet many of the same core strategies still hold. Itās still better to focus on a single community, gain saturation, before adding adjacent networks. Viral loops are still a thing that can be constructed, measured, and optimized. The core stickiness of an app is all about p/m fit
Web 2.0 was a magical time with 1000s of new social apps
Todayās resurgence is comparable in scope, but with a larger maret, built on the supercomputer in our pockets, and with the full knowledge of how big it can be when everything goes right.
Itās gonna be magic again.