How much do you really know about social networking sites? Sure, you've heard about them. Perhaps you use a few yourself. But their value extends much further than most people realize. With over half the world's population now on one platform or the other, the opportunity is too great to pass up.
It's mind-blowing how these platforms have transformed the way we talk to each other, have fun, and even run our businesses. If you want to learn how they did it and the top platforms to join, and if you hope to capitalize on this radical change in human society, read on.
This blog post will teach you all you need to know to make the most of your time online.
What Are Social Networking Sites?
We should probably start by level-setting so we're on the same page about what we're talking about. For that, we will break down the term into two parts: [Social Networking] + [Sites].
Social networking refers to building relationships and connections with other people, often around shared interests or communities. This can happen both online and offline. It's part of being human!
Adding the "sites" part means it must occur on an online platform rather than in person. A blog that doesn't allow user interaction is not a social networking site. LinkedIn, which enables users to connect with professional contacts online, is a prime example.
According to our definition, the first recognized social networking site was Six Degrees, created in 1997. It allowed users to create profiles and "friend" each other. Since then, the world has fully embraced connecting through sites and apps. Today, there are 4.89 billion social network users globally.
Social Media vs. Social Networking
Now, you might hear people use "social media" and "social networking" as if they mean the same thing. But there's actually a little difference. Social media refers to broadcasting information (media) online to a broad audience. Social networking is specifically about building personal relationships and engaging with specific communities.
The reason for the confusion is that many top platforms today incorporate both. They let you share content (social media) and also connect with people (social networking).
Types of Social Networking Platforms
For this guide, we'll focus on the main platform types commonly used:
- General social networks: These are your classic sites like Facebook. They're for everyone and let you do a bit of everything.
- Niche communities: These focus on specific interests. Think dating sites or gaming communities.
- Professional sites: All about career networking. LinkedIn is the big player here.
- Livestream platforms: These are newer and growing fast. They let you broadcast live videos to your followers.
- Visual networks: These are all about sharing photos and videos. Instagram and Snapchat are prime examples.
- News/Informational: These platforms share and discuss news and information.
Bear in mind these categories often blend across platforms. Reddit, for instance, contains both visual and news elements.
Top Social Networking Sites in 2024
Since the early 2000s dotcom boom, countless startups have tried staking a claim in the social networking space. Yet, over time, a few dominant players have emerged at the top. Today, these major players dominate the scene — platforms with billions (with a B!) of users and have become household names.
Let's explore the upper-echelon sites expected to continue leading the social sphere through 2024 and beyond.
Meta (FKA Facebook)
When it comes to social media, Facebook is still the undisputed king. It has 3.05 billion monthly active users, which means more than one in three people on the planet use Facebook at least once a month.
Facebook was created in 2004 as a Harvard-exclusive network by Mark Zuckerberg in his dorm room. It opened to the public in 2006, and by 2008, it had surpassed MySpace as the most visited social media site.
Facebook's broad appeal across demographics fueled its rise. It appealed to all sorts of people. Young, old, tech-savvy or not - everyone could find a place on Facebook. The platform also introduced plenty of features that were game-changers at the time. Now, we take them for granted, but they were pretty revolutionary:
- News Feed: A constantly updating list of posts from your friends and pages you follow.
- Groups: Places for people with shared interests to connect.
- Pages: Profiles for businesses, celebrities, and organizations.
- Facebook Ads: A way for businesses to target specific audiences.
- Friends: Which evolved into followers on many other platforms. The core of social networking!
- Likes and reactions: A quick way to interact with posts.
- Marketplace: A place to buy and sell products locally.
For a long time, Facebook seemed unstoppable. But in recent years, it's run into some trouble. There have been significant concerns about privacy and how user data is handled.
To stay relevant, Facebook has started focusing more on live video content and virtual reality (VR) technology. They've even changed their company name to Meta, hinting at their interest in the "Metaverse" - a kind of virtual world. We'll talk more about that later!
YouTube
Hot on Facebook's heels, YouTube counts 2.49 billion monthly visitors. The video-sharing site launched in 2005 and was acquired by Google shortly after. Anyone can upload, view, and engage with videos on almost any topic imaginable.
At its core, YouTube is a video-sharing platform. Users can upload videos, watch videos, and leave comments. It's led to tons of viral moments, with some videos getting billions of views. It also helped launch the careers of many content creators. But YouTube has grown to be so much more than just a place for funny cat videos. It's become a hub for all sorts of content:
- Educational videos
- Music videos
- Live streams
- Original shows and movies
YouTube also played a big part in making money from online content. These days, most videos have ads. This creates income for both YouTube and the people making the videos. Note that its place in the "social networking" category has been disputed, but with features like comment sections and the ability to subscribe to channels, it definitely has a social aspect.
Instagram sits just behind YouTube with about 2 billion monthly active users. Facebook purchased the photo and video-sharing app back in 2012 for what's now considered one of the biggest tech deals ever.
Users flock to Instagram to share life's moments through images and short videos. At first, it was primarily quick snaps people took with their phones. Now, you'll see everything from professional photography to artwork to slick marketing campaigns.
Instagram spotted a real opportunity in influencer marketing. They introduced 'sponsored posts,' where businesses can pay popular users to promote their products or services. It's become a massive part of how many brands market themselves. The platform has grown beyond just personal accounts. Now, there are business profiles, too. And with shoppable posts, you can buy products right from the app!
Instagram has also jumped on the short-video trend with Reels, which is a lot like TikTok. But Instagram isn't just a follower - it's been a trendsetter, too. Remember Stories? Instagram started that trend, and now, many other platforms have copied it. Stories are short posts that disappear after 24 hours. People love them because they feel more casual and in the moment.
TikTok
TikTok is unique in that it wasn't created by one of Silicon Valley's big tech giants but rather by a Chinese company called ByteDance. You might have heard about TikTok in the news. There was a big fuss when President Donald Trump said he'd ban it unless an American company bought its US operations. So, how did an app get so popular that it was seen as a national security risk?
Well, it turns out people really love short videos. TikTok lets users make videos up to 60 seconds long. It's perfect for our short attention spans and great for quick entertainment. This format has been a hit with younger users, who use it to create viral dances, lip-sync to popular songs, and make funny skits.
TikTok's merger with lip-syncing app Musical.ly helped cement its popularity. Of course, where there are lots of people paying attention, there are brands trying to get noticed. Companies do best on TikTok when they get into the spirit of the platform. That means being casual and fun, not too salesy. They often join in on trending challenges but add their own twist to stand out.
X (FKA Twitter)
If you're confused about seeing the letter X on this list, you might be more familiar with this platform's former name: Twitter. It's true; everybody's favorite blue bird was replaced when the platform was acquired by Elon Musk in 2022 for $44 billion. His goal is to transform it into the new "everything app."
Musk's ambition for X goes far beyond 280-character tweets. He envisions X as the world's first true "everything app," a concept that might sound familiar to users of China's WeChat. This isn't just about sharing thoughts or following celebrities anymore. Musk's grand plan is to create a platform that seamlessly integrates social media, lifestyle services, and even financial transactions.
For businesses, this could be a game-changer. The potential to reach customers, engage with them, and complete transactions all within the same ecosystem could revolutionize digital commerce and marketing strategies. For users, it would mean a one-stop shop for all things digital. No more juggling dozens of apps for different services.
For now, though, little has changed. X retains Twitter's core function as a microblogging and social networking site. Users can post and interact with short messages known as "tweets." It's popular among celebrities, politicians, and other public figures who use it to share their thoughts, promote their work, or engage with fans.
The number of monthly active users on X is smaller than others on this list and hovers around 500 million. Still, it remains a major platform for news and current events. The use of hashtags makes it easy to track conversations and trending topics on X, making it a powerful tool for businesses to tap into real-time discussions.
Along with tweets, companies can share images and videos to creatively engage their target audience. To keep up with the times, X has also added live streams to the platform. We expect the coming additions to X's ecosystem will further empower organizations to turn followers into customers.
When you think of LinkedIn, you probably think of one thing: professional networking. And you'd be right! LinkedIn does that one thing, and it does it really well. In a way, LinkedIn is the purest form of social networking. It's all about making connections with colleagues and other professionals. You can join groups to talk about your industry, show off your work experience, and even look for jobs.
As of August 2024, LinkedIn has over 1 billion members in over 200 countries. It's become the go-to place for job seekers and recruiters alike. On the platform, you create a profile that's like a digital resume. You can list your work experience, skills, education, and more.
But in recent years, LinkedIn has changed quite a bit. It's trying to be more like other social media platforms. Now, there's a newsfeed where you can share articles and thoughts and join in discussions with your connections.
LinkedIn Learning also presents a valuable offering – expert-led courses on in-demand business, technology, and creative skills. All told, LinkedIn provides unmatched tools for career development alongside professional networking.
Emerging and Niche Platforms
As a marketer, you should look at all the options. Many people believe that the top platforms are too saturated and only the big players can succeed. Now, that's not entirely true. But still, it's good to know what else is out there so you can maybe get ahead of the curve.
The platforms in this section may be smaller or more specific, but that doesn't mean they can't be valuable for certain industries or niche marketing strategies.
We had to place Reddit in the emerging section, but some would argue that it deserves its place in the top platforms. After all, it recently became a publicly traded company, and Reddit and selling shareholders raised about $750 million from the IPO.
Reddit is interesting because of its community-driven structure and its diverse range of subreddits. Subreddits are specific communities within Reddit dedicated to certain topics or interests. For example, there's r/DIY for do-it-yourself projects or r/AskScience for asking scientists questions. Brands can participate through AMAs (Ask Me Anything sessions) and targeted ads.
Reddit also plays an overlooked role in Google searches. Savvy internet users will often add "Reddit" to the end of a search query because they want real opinions from people rather than content from corporate websites. So, discussions happening on Reddit can also influence SEO and search rankings.
One thing to keep in mind about Reddit is that it's mostly anonymous. Users don't usually use their real names. This can be both good and bad for marketers. On the one hand, people might be more honest. On the other hand, it can be harder to build personal connections.
Quora
Quora is that idea that you should've thought of yourself but you didn't. So simple, yet so effective. It's a platform where people ask questions and receive answers from experts or other users. Quora has great SEO value as well, as answers often rank highly in Google search results, driving traffic to a brand's site.
It's also a great place for brands to show they know their stuff. You can build trust and credibility by providing helpful, informative answers to questions in your industry. Mind you, Quora does have some problems with low-quality answers and spam, but the community actively moderates these types of responses.
The Quora audience is entirely different from other platforms, consisting of individuals seeking knowledge rather than just entertainment. So, brands need to be genuine and transparent when promoting themselves on Quora, as self-promotion is easily frowned upon.
Discord
Discord differs slightly from the social networking sites we've discussed so far. It's mainly used for communication and collaboration within communities. It started out as a platform for gamers. They used it to chat while playing games together. But it's grown way beyond that now. You'll find communities for all sorts of interests and industries on Discord.
Bots are also a big part of Discord, helping moderate servers and providing useful functionality. Overall, Discord enables brands to connect intimately with niche communities in a way that is impossible on other platforms.
Much like TikTok, Discord skews young in terms of demographics, making it great for targeting Gen Z and millennial users. The platform offers versatile options for brands to engage audiences through private messaging, voice channels, and customizable server environments.
Snapchat
When most people think of Snapchat, they think of it as a messaging app, not a social networking platform. But it's actually both! Its signature features are disappearing messages and Stories, but it also incorporates filters, geo-filters, and more. Snapchat favors authentic, real-time content rather than heavily curated posts.
It remains most popular with younger users and has become the choice platform for influencers. For businesses, Snapchat offers some cool features. With a Snapchat Business account, you can set up specific filters so your ads reach just the right audience. Still, Snapchat works best alongside other platforms when building an audience.
Here's a fact: Pinterest's audience is over 70% female. So if your target demographic is women, pay attention. Pinterest is a visual platform for finding and sharing creative ideas, recipes, fashion inspiration, and more by way of boards and pins.
Users create 'boards' where they save and share images and ideas related to specific interests. It's like a digital scrapbook or mood board. One of Pinterest's strengths is its search capabilities. Users can easily find inspiration and ideas by searching keywords or browsing categories. That makes it a goldmine for businesses in visual industries like fashion, home decor, or food.
Plus, many users go to Pinterest explicitly looking for products or project ideas, so they're already in a buying mindset.
Telegram
Telegram is an emerging social platform focused on privacy and security. What makes it unique? For starters, it offers end-to-end encryption for messages, which means only you and the person you're talking to can read them.
Telegram has some excellent features that set it apart:
- Channels: These are like broadcast lists where you can send messages to lots of subscribers at once.
- Bots: These are automated programs that can do all sorts of tasks, from sending you news updates to helping you book a taxi.
- Secret Chats: These are extra-secure conversations that leave no trace on Telegram's servers. It offers similarities to Discord but with more privacy.
So far, Telegram hasn't caught on much as a marketing platform but shows promise for things like customer service and community engagement. It has grown increasingly popular for cryptocurrency communities needing a secure way to communicate.
Digg
Digg has an interesting history. It was initially launched as a pioneer of social news aggregation, allowing users to share and vote on news articles and political issues they found interesting. At its peak around 2008, Digg was hugely popular but soon declined due to competition.
However, Digg still maintains value among tech circles and internet communities looking to discuss and share the latest industry news and innovations.
As short-form, TikTok-style content becomes preferred by younger users, Digg may continue to decline.
How Social Networking Sites Impact Business and Society
So, how has social networking online impacted society? It's simple. It completely transformed the human race. We're not being dramatic. When it comes to the way people communicate and interact, social networking sites have revolutionized the way we live.
Businesses can now reach broader, more diverse audiences through social platforms. Influencer marketing has an enormous impact on consumer behavior and purchasing decisions. Even customer service is now largely done via social channels.
Brand building remains the most crucial application. What would have cost an arm and a leg before (like a TV spot) can now be done for next to nothing on social media. People will know your brand name and identity just from social media alone.
The Cons of Social Networking on Society
Of course, it's not all sunshine and rainbows. Social networking has brought its fair share of challenges too.
Cyberbullying appeared almost immediately as an ugly byproduct of social media, which surprised no one. Another unforeseen effect was the rise of cancel culture, enabled by Twitter outrage mobs. Both individuals and businesses have faced backlash.
The rampant spread of fake news and misinformation has also damaged society. But arguably, the most dangerous impact is social media addiction, especially among youth. Mindless scrolling (doomscrolling) has been linked to depression and anxiety.
Addressing these downsides is crucial for social platforms and society to find a better balance of technology use. More regulation may help, but personal accountability is essential.
Future Trends in Social Networking
Even though they've existed for years now, social platforms still seem in their infancy. They've been changing and growing along with the internet, and we're bound to see them keep evolving.
In fact, we're already seeing some significant changes. Let's look at some trends that are shaping the future of social networking:
AR/VR
Imagine a place where you could interact with people in the most realistic way possible, but all on your device. We call this place the Metaverse, and it's been a hot topic in the tech world lately.
The Metaverse uses Virtual Reality (VR) technology to transport people to a virtual world. It's like stepping into a video game but for social interaction. You could attend a concert, go to a meeting, or hang out with friends - all in a virtual space that feels real.
Social networking platforms are already dipping their toes into this world. Snapchat's filters use Augmented Reality (AR) to add fun effects to your photos. Facebook (now Meta) is betting big on this trend - they released the Oculus headset and even changed their name because of it!
Artificial Intelligence
This is a big one - way too big to fit in this article! But we'll give it a go anyway.
AI, or Artificial Intelligence, refers to creating intelligent computer systems that can learn and make decisions. We've been hearing about it non-stop in the news lately, and for good reason!
AI is already being used in social networking platforms. When Facebook or Instagram decides which posts to show you, that's AI at work. It learns what you like and tries to show you more of it.
But the real game-changer might be how businesses use AI for social media marketing. Imagine an AI that can create content or even act as an AI influencer. There's already an AI influencer named Lil Miquela with millions of followers!
There are also concerns about AI in social media. How do we ensure it's used ethically? How do we keep it transparent so people know when they're interacting with AI? These are big questions we'll need to grapple with.
Privacy
Privacy has been a burning topic in social networking for a while now. Many platforms have been in hot trouble for how they handle user data, and it's an ongoing concern for both users and businesses.
It's because social media platforms collect tons of personal data from users. This helps them show relevant content and ads but also raises questions about privacy and data security.
In the future, we're likely to see more focus on privacy in social networking. That could mean more robust security measures, more control for users over their data, and more transparency about how data is used.
Short-Form Video
We all know short-form content has taken off thanks to TikTok and Instagram Reels. These bite-sized videos pack a punch for capturing audience attention and driving viral sharing. They are also changing how businesses approach social media marketing.
It's not just about creating good content anymore - it's about creating good content that can grab attention in just a few seconds. As attention spans get shorter and shorter, we're likely to see even more focus on quick, snappy content in the future of social networking.
Final Thoughts
It's been remarkable to witness the evolution of social networking and its impact on communication, culture, business, and beyond.
Looking ahead, staying on top of social media trends remains crucial for brands hoping to engage modern audiences. However, it's important to remember that, at the end of the day, social networking is all about connecting with people.
If you need a hand to get started with social media marketing, Eternal Works is here to help! Our team of experts can help you make the most of your social media presence, no matter what platforms you're using.
