When we look at the evolution of the internet, from the static web to the emergence of social networks, we see a clear trend: the increasing number of people using social media is linked to user-generated content driving digital connection.

Put simply, people don’t use social media because they think the tech is cool; they use it because it meets a need. This need may not always be obvious, even to the users themselves.

For example, when you stay in touch with friends and family who live far away, or when you discover new interests and communities, social media is meeting a need for connection. And when you share your own thoughts and experiences, you’re contributing to the user-generated content that makes social media so engaging.

Although everything seems seamless right now with mobile content, earnings, and app access, this hasn’t always been the case. In fact, there was a time when all a user could do was read.

To make this clear, let’s take a trip down memory lane…

The Evolution of the Internet: Journey from Web1 to Web2.

The internet has undergone a remarkable transformation from its early days as a static information repository (Web 1.0) to the dynamic and interactive platform we know today (Web 2.0). This transition has been driven by several key factors, like technological advancements, monetization of digital content, and device accessibility.

Technological advancements

Advancements in technology played a crucial role in the transition to Web 2.0. The development of faster and more reliable internet connections, as well as more powerful computing devices, made it possible for new and innovative web applications to emerge. For example, the first website was publicly announced in 1991, and by 1995 there were approximately 26,000 websites online. By 2000, the number of websites had grown to around 17 million, and as of June 2023, there are over 1.9 billion websites online. Also, in 1995, the average internet connection speed was 14.4Kbps. Today, the average internet connection speed is over 100Mbps.This exponential growth has been driven by technological advancements such as the development of broadband internet and the widespread adoption of smartphones.

Mobile devices

The first mobile phone was created in 1973 by Martin Cooper, an engineer at Motorola. The phone, called the DynaTAC 8000X, was a bulky device that weighed over 2 pounds and had a talk time of just 30 minutes. Between late 1980s to early 1990s, mobile phones were mostly for voice and text messaging, and internet access on mobile had minimal functionality.

The move from PC to mobile made a big impact on increased engagement, user-generated content, and user retention. Mobile phones offered users the flexibility to access the internet anytime, anywhere, leading to increased engagement. The convenience of smartphones and the availability of mobile apps transformed the way people interacted with online content. For example, according to a list compiled by Jesse James Garrett, there were only 23 blogs on the internet in 2000, but by 2023, there are over 600 million blogs worldwide. This growth has been driven by the rise of mobile devices, which make it easy for people to create and share content on the go.

Monetization of digital content

The digitization and monetization of online content were also key drivers of Web2’s mass adoption. Web2 introduced the idea of users producing and consuming content, which contributed to the proliferation of user-generated content (UGC). Social media platforms, blogs, and video-sharing sites allowed users to share their thoughts, opinions, and creative works with a global audience. Content monetization, through advertising, sponsored content, and subscription models, provided incentives for users to produce high-quality content. For example, in 1999, Friendster was launched, and by 2000, it had over 3 million users. Friendster was one of the first social media platforms to allow users to create profiles and connect with other users, and it helped to popularize the idea of user-generated content.

Businesses also underwent a digital transformation, recognizing the potential of e-commerce and online marketing. This shift allowed companies to tap into the growing digital market, further fueling the growth of Web 2.0. For example, in 1995, Amazon.com was launched, and it quickly became one of the largest online retailers in the world. Amazon’s success helped to demonstrate the potential of e-commerce, and it led to a wave of new businesses being launched online.

This transition from Web1 to Web2 has been driven by several key factors and all this drove the evolution of Web2.

Evolution of Web2 Social Media.

Web2 Social media has attained mainstream adoption globally with over 5 billion internet users, over 4.6 billion social media users, over 2.14 billion e-commerce shoppers, and an estimated $154 billion in video streaming revenue. The mass adoption of Web2 has had a profound impact on the way we live and work. Web2 has made it possible for users to connect, share information, and create new products and services in ways that were never before possible.

But this has not always been the case.

The concept of people connecting online to share information has been around for a long time, dating back to the 1980s with the emergence of online chat rooms and instant messaging services. However, social media as we know it today really started in the late 1990s with sites like Friendster and MySpace, which allowed users to create profiles, connect with friends, and share content.

In the early 2000s, Facebook and Twitter launched and quickly became two of the most popular social media platforms in the world. These platforms were a boon for people who wanted to reconnect and stay in touch with friends and family who lived far away. They also provided a valuable way to connect with others who shared your interests. But despite their many benefits, social media platforms have also come under fire for their downsides, such as the spread of misinformation and the exploitation of user data.

So, what keeps people using social media platforms despite the drawbacks? The answer is simple: their connections and investment in the content they have posted. People have spent years building their social networks and sharing their lives on these platforms. It’s no wonder that they’re hesitant to leave.

Here are some examples of the most frequently used Web2 social apps in 2023: WhatsApp, Facebook, Instagram, TikTok, YouTube, Twitter, and Snapchat.

By understanding the evolution from Web1 to Web2 and the factors that have made a huge impact in mainstream adoption and user retention, we can gain insights into how to onboard users to Web3 using social graphs as the key driver for mainstream adoption. Social graphs have always existed, but they have been owned by social networks. Web3 can leverage people’s existing social networks and connections, making it easier for them to transition to Web3 and start experiencing all that it has to offer.

Social Graphs: The Key to Mass Adoption of Web3 Social Media

While building Match Chain, we spent a lot of time understanding the motivations behind Web2 social media adoption because we believe it is key to a seamless migration to social Web3. Our research led us to the strong belief that social graphs are the key to unlocking this move for many reasons.

What is a social graph?

A social graph is a map of the relationships between users on a social media platform. It includes information like who follows whom, who likes whose posts, and a lot more.

Why are social graphs important for the mass adoption of Web3 social media?

Social graphs are important for several reasons:

• Data ownership: Social graphs on Web2 platforms are owned by the platform itself. This means that users have no control over their data and can lose it at any time if the platform decides to delete their account. On Web3 social media platforms, users own their own social graphs. This means that they have complete control over their data and can take it with them to any platform they want.

• Portability: Social graphs on Web2 platforms are not portable. This means that if a user wants to switch to a different platform, they have to start over from scratch and build a new social graph. On Web3 social media platforms, social graphs are portable. This means that users can easily switch platforms without losing their connections.

• Discoverability: Social graphs help users to discover new content and people that they are likely to be interested in. This is because social graphs can be used to recommend content and people based on the user’s existing connections.

• Community building: Social graphs provide a way for users to build communities and share their interests. This is because social graphs can be used to group users together based on their shared interests.

Conclusion

The journey from Web2 to Web3 represents a significant evolution in how we connect and interact online. Social networks have been a cornerstone of this evolution, and their role cannot be understated. People use social media platforms not just because they find the technology fascinating, but because it fulfills a fundamental need for connection, community, and self-expression.

As we reflect on the evolution of social media from its early days to the global behemoths of today, we see that these platforms have provided a space for people to stay connected with loved ones, discover new interests, and share their own stories. Despite their flaws and challenges, the enduring appeal of social media lies in the connections and content people have invested in over the years.

Understanding this user behavior is crucial for successfully onboarding users to Web3, where decentralization and ownership are at the forefront. Social graphs, which map the intricate relationships between users on social media platforms, hold the key to a seamless transition.

Web3 offers a shift, allowing users to own and control their social graphs, ensuring data ownership and portability. This empowers individuals to take their social connections with them across platforms, fostering a sense of continuity in an evolving digital landscape.

In essence, the path to mass adoption of Web3 social media is paved with an understanding of what made Web2 social media so compelling: the connections, content, and communities that have grown over time. By leveraging social graphs as a bridge between these two eras of the internet, we can usher in a new era of digital connectivity, where users are not just participants but true owners of their online social experiences. The future of Web3 holds the promise of a more decentralized, user-centric, and interconnected digital world and Match Chain is determined to bring this future to a reality.

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