The Evolution of Social Apps and Search Engines: Lessons from the Past and Future Opportunities


Hatched by Glasp

Jul 18, 2023

4 min read


The Evolution of Social Apps and Search Engines: Lessons from the Past and Future Opportunities


The world of technology is ever-evolving, and nowhere is this more evident than in the realm of social apps and search engines. In this article, we will explore the lessons that today's social apps can learn from the Web 2.0 revolution of 15 years ago, as well as the challenges faced by search engines and the need for innovation. By connecting these common points and delving into unique insights, we can uncover actionable advice for the future of these platforms.

The Challenge of Maintaining Connections:

One of the primary challenges faced by today's social apps is the issue of managing an overwhelming number of connections. With thousands of high school friends, colleagues, and employers having access to various content, it has become a chore to maintain privacy and control. However, small chat groups have emerged as a solution to simplify this process. By creating smaller, more intimate networks, users can enjoy a sense of real connection with people who matter most to them.

The Power of Algorithm-Driven Feeds:

Another key aspect that social apps can learn from Web 2.0 is the effectiveness of algorithm-driven feeds. Instead of bombarding users with a constant stream of content, these feeds curate and display only the most relevant and engaging material. By leveraging algorithms, social apps can enhance user experience and increase engagement by delivering the best content to their audience.

The Next Generation of Social: Real Connections and Direct Monetization:

Looking ahead, the next generation of social apps must focus on creating genuine connections and empowering creators. Unlike the previous wave of social apps that aimed to build large networks and foster a sense of competition, the future lies in smaller networks or algorithm-driven platforms that prioritize meaningful connections. Moreover, creators are seeking more control over their audiences, leading to the rise of direct monetization models such as subscriptions and NFTs. By adapting to these changing dynamics, new apps can cater to the evolving needs of creators and users alike.

The Battle for the "Back Office":

As the Creator Economy continues to flourish, the importance of the "back office" cannot be overstated. This refers to the platforms and tools that enable creators to manage their content, audience, and monetization strategies effectively. In the coming years, new platforms will emerge to simplify the process of authoring 3D content, integrating it into games, creating interactive experiences, and exploring the potential of NFTs. These innovative tools may initially seem like mere toys but could potentially revolutionize the way creators engage with their audience.

Lessons from Web 2.0: Building Critical Mass and Viral Loops:

Reflecting back on the Web 2.0 era, we can glean valuable lessons for the present. One of the key takeaways is the importance of building a critical mass of users before expanding into adjacent networks. Low engagement can lead to a downward spiral, making it crucial to focus on a single community and gain saturation before branching out. Additionally, viral loops remain a powerful growth strategy that can be constructed, measured, and optimized to drive user acquisition and engagement.

The Decline of Google Search and Misaligned Incentives:

Shifting gears to search engines, it is evident that the dominant business model of serving ads has created misaligned incentives. Google's founders themselves acknowledged this back in 1998, stating that advertising-funded search engines often prioritize advertisers over providing quality search results. This has led to a proliferation of tactics aimed at gaming the system and a deterioration in the quality of search results.

Actionable Advice for the Future:

  • 1. Prioritize meaningful connections: Rather than striving for sheer numbers, social apps should focus on facilitating genuine connections between users by creating smaller networks or algorithm-driven platforms.
  • 2. Empower creators: Provide creators with the tools and platforms they need to own and monetize their audiences directly, such as through subscriptions and NFTs. By enabling creators to have greater control over their content, social apps can foster a thriving creator economy.
  • 3. Embrace new media formats: Stay ahead of the curve by exploring emerging media formats, such as interactive content, 3D experiences, and audio. While these may initially seem like playful novelties, they have the potential to capture the attention and engagement of users in significant ways.


The evolution of social apps and search engines is a testament to the ever-changing landscape of technology. By learning from the past and embracing new opportunities, these platforms can continue to innovate and cater to the evolving needs of users and creators alike. By prioritizing meaningful connections, empowering creators, and embracing emerging media formats, the future of social apps and search engines holds immense potential for growth and success.

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