Social Media Towards Its Next Evolution Set By Technology

What is social media? Here are 34 definitions... | Econsultancy

From a time when an old school telegraph was considered to be the hottest medium of establishing communication to now when Facebook has doubled down its effort on the development of a mind-reading device, social media has already crossed several stages of evolution. Stages that have established it as a sector that is here to stay and grow. One of the pivotal factors behind the unprecedented growth that the domain is witnessing both in terms of users and scope of constant growth is the technology used in social media.

These number projections are the direct result of the direct influence of technology on social media. The constant inclusion of communication and content creation, distribution aiding technologies like native mobile apps – getting business access to users’ camera and GPS – geotagging, AI for image recognition, etc. have helped shape the current stature of the social media domain on a global scale.

In this article, we will be briefly revisiting how far social media technology innovation has come since Six Degrees, the platform that ruled 1997 followed by a look into the new technologies for social media.

The Evolution of Social Media – A Timeline and Key Events 

The future of social media technology began in 1997 with, the first social media site. The platform enabled you to create a profile page, curate a list of connections, and send messages to your network. At its peak, the website was used by over one million users before being bought over for $125 million and facing an ultimate demise in 2001.

The failure of Six Degrees, like its success, was followed by a number of social media networks. Around the time and early 2000s a number of new social media platforms like Friendster,, MySpace emerged and witnessed their decline in the domain.

However, there were a few that, at the back of their strong business model ready for growth from day one. Here are some of the social media platforms that continue to come on top of the social media landscape in terms of user count –

In addition to these, there were some other key names in the social media technology evolution landscape – LinkedIn, foursquare. Grindr, Pinterest, Snapchat, amongst others.

An unvalidated fact behind the growth and sustainability of the selected social media platforms can be seen in the incorporation of the right technology in the domain. Let us delve into it deeper.

The Importance of Technology in Social Media

The role of technology in social media evolution, although starts with the advent of smartphones and laptops on a precise level, begins with mobile apps. In 2019 alone, it was estimated by a Lyfemarketing report that over 91% of all social media users use social channels through mobile devices.

There can be a number of reasons behind the rise in mobile application adoption for social media usage:

  • Convenience in terms of not having to open a laptop and opening the application within three clicks.
  • Integration with mobile in-built features like camera, location, microphone, etc.
  • Ease of capturing and sharing content

We believe that up until this point you must have gathered the need for social media application development. However, the list of the impact of technology on social media doesn’t just end with one component. There are a number of other technologies like APIs, geotagging, QR codes, etc which have contributed to making social media where it stands today.

Technology incorporation makes social media accessible, safe, and real-time in addition to making the sector operate seamlessly with users’ experience through the mode of automation, integration with other social media applications, and eCommerce.

With the benefits of technology and social media peeked into, let us move on to the list of technologies that are helping social media app developers take the sector to its next evolution set.

Technologies Driving the Future of Social Media

1.  RFID – Radio Frequency Identification Tags

RFID (radio frequency identification) • MASS Group

RFID, in layman terms, means a small computer chip that can store information about an individual or object. Every chip comes with a unique serial number that can be tied to the information present on the chip. Let us give you a practical application of this technology through this example – Suppose you are at a music concert and you scan your RFID device with an RFID device that has social features integrated into it. By simply bringing your RFID device to the other one, you will be able to Like a band on Instagram or Facebook or download a couple of their music tracks on your device.

The growing popularity of RFID in the event and eCommerce domain (through the mode of NFC) has led to a number of social networking app development companies integrating RFID into their mobile applications.

2.  Augmented Reality

What is augmented reality, anyway?

AR and mixed reality are some of the most popular social media application features. There are a number of use cases that social media houses experiment with when integrating AR with their applications but the one that has witnessed mass popularity is the use of face filters. Popularized by Snapchat, AR-driven filters are used by both individuals and businesses to deliver engaging content.

Another example of business-level usage of AR in social media can be seen in social media advertisements. Last year, Snapchat created an AR-based app for Snap Original where Bhad Bhabie interacted with the users as if they were interacting in the real world.

3.  Artificial Intelligence

Artificial intelligence and Machine learning made simple

Out of all the new-age technologies that you will read about impacting the social media sector, the one name which will be placed on the top is Artificial Intelligence.

AI is a prime component of every social platform active in the market today. This is the number one reason why the technology is now involved in the social media app development cost on a default note.

  • Facebook utilizes advanced machine learning for a number of tasks: recognizing faces in poss to targeting users for advertisements and even for strengthening their search functionality.
  • LinkedIn makes use of AI for offering job recommendations, suggesting people whom they’d like to connect, and sending them specific posts for their feed.
  • Snapchat uses the capability of computer vision for tracking physical features and overlaying filters that move with them in real-time.

These business examples are a validation of how AI is a crucial part of all the different genres of the social media domain.

4.  Blockchain

How Blockchain Is Influencing The Social Media ? | Mirror Review

Decentralized social platforms is one of the most up and coming genres of the social media sector.  There are a number of use cases of social media and blockchain convergence which businesses from both sides are experimenting with. Here are some of them –

  • The social media networks depend on ad-based business models that share a common shortcoming: the creators are unequally compensated for their content on the platform. A smart contract can be put into use here for ensuring that the creators get the amount that their content is worth without any delay or unannounced deduction.
  • There are businesses working towards combating internet censorship. Usually, based on a distributed ledger, the individuals will be able to read and curate their own content with a surety that no entity will be able to block access to content.

5.  IoT

IoT definition | Strate, School of Design

The last in our list of social platform and technology trends is the Internet of Things. The technology is used heavily for social media monitoring and marketing purposes by some of the top names in the industry like N&W, Disney, and Tencent, etc.

Organizations are constantly on the lookout for an IoT skilled social media app development company that would help them create solutions around real-time monitoring of data and insights coming in from social media to help them make better business decisions.

Here were the five technologies which are taking the social media sector towards a new evolution era – one that will be a lot more open and transparent in nature. Want to be a part of the revolution? Contact our team of social media experts.

Augmented Reality is Transforming the Retail Industry

What is augmented reality, anyway?

The Augmented Reality market has grown so colossal that predictions estimate its value to reach $61.4 billion by 2023. AR has permeated into (almost) every field which includes healthcare, gaming, entertainment, retail, digital marketing, education, utilities, et al.

When we narrow it down to Augmented Reality in retail, Wikitude approximates that 32% of shoppers are regular users of AR and 73% of smartphone AR users are highly contented with the experiences. Such Augmented Reality retail statistics prove how the market has accepted the technology and is exponentially growing with its help.

But before we move on to that, let’s have a basic understanding of what the disruptive technology constitutes.

  1. A quick explanation of what AR is
  2. The problem with traditional retail marketing
  3. How augmented retail solutions changed the game
  4. Brands that are innovating with AR
  5. What is the future of AR in Retail

Explanation of what AR is

Augmented Reality In Business: How AR May Change The Way We Work

If you haven’t heard of Augmented Reality or AR by now, then this article should help you to creep out of the rock you’ve been resting under. Keeping aside technical nerd talks, the best way to understand AR and what are its benefits by examples.

You might have seen people picking up their phones and walking in search of funny li’l creatures via the Pokemon Go app or making themselves dogs, ghouls, fairies, superheroes and whatnot with TikTok? Yes, that’s AR. It’s basically a superimposition of CGI (Augment) on your phone screens which appear lifelike hence, the term Reality is used.

The problem with traditional retail marketing

Flower Markets In India | Flower Main Markets | Times of India Travel

Earlier marketing forms needed a makeover with time as so many technological developments and demand and supply for goods were increasing. Retail shops grew bigger, more people flogged in and the system became more organized. Here are some points that highlight the overall issue:

1.  Travelling- The latest impact of the coronavirus pandemic on the retail is a ubiquitous example. While in this lockdown phase, people have to stay put and only go out to buy necessary items, there is always a threat of coming in contact with an affected person.

2.  Compartmentalization- Although, this isn’t a problem but it can pose as one. Continuing with the above example, the more time you spend going through various compartments for production, time is wasted and the risk of contracting the disease increases.

3.  Insufficient items- One recurring limitation of traditional retail business that you constantly face is items not in stock and you don’t find that out unless you visit it. In times like these with limited resources and mass hoarding, the problem has become fourfold.

4.  Money to setup- A brick and mortar retail store is always a costly investment. For SMEs, it may mean risking everything that they have. Therefore, no consumer means loss in businesses which results in winding up of the business.

5.  Limited working hours– Unlike online shopping, shops have fixed business hours. And during stressful times like these, policies have become stricter. There may be times when you have to search (properly) and choose which item(s) should be on your cart but you don’t get that much time always.

How augmented retail solutions changed the game

The impact of Augmented Reality on retail has been monumental and has added a lot of benefits to the industry. From streamlining the process to making shopping easier for people (both online and offline), AR in retail is a different ball game altogether. Below are the major advantages of augmented reality in shopping that have been commonly observed by consumers.

Benefits of augmented reality in retail

Personalization of user content

Take User Experience Personalization to the Next Level

Retailers often customize content to meet the best expectations of the customer. You might’ve seen retailing stores filtering out content for you so that you look for relatable items without wasting time. This has been done in numerous ways. Another technology called VR or Virtual Reality is also rendered for enhancement. Together they provide comprehensive AR VR retail solutions.

Ease of trials/tryouts

How Augmented Reality digitally transformed the retail industry

Waiting for your turn outside the trial rooms can be highly boring and time-consuming. Therefore, there are virtual mirrors where you can simply find out the size of the dresses you like and in a digital screen in front of you, you can see how that apparel is looking and fitting your body.

This is an amazing role of augmented reality in retail. You can also do this in online shopping too. Suppose while shopping for a pair of glasses, the app will scan your face to place the pair on your digital reflection.  These types of gamification techniques play a huge role in driving retail sales.

Combines traditional retailing and online shopping 

Here's How E-Commerce is Taking Over Traditional Retail

Shopping is considered a fun activity. Now with so many retail stores and a huge population, it becomes jarring at times to shop for the right things. One of the key benefits of AR in Ecommerce is that it replicates the same ‘fun’ feeling of traditional shopping methods minus inventory costs and never ending lines.

Connecting shoppers with printed content

AR/VR in the connected retail ecosystem: Building futuristic virtual stores |

Printed products will not disappear in the future as they comprise a big chunk in marketing. It’s one of the masterstrokes of augmented reality marketing strategy. Have you ever observed how just by holding your phone over a particular picture you get all the information related to it and also similar items of interest? The augmented reality in retail applications helps you do it. Many companies have adopted this. The New Yorker provides quirky animations on the front and back covers of its magazines.

Increasing brand presence and awareness

25 Ways to Increase Brand Awareness with Inbound Marketing

AR is an amazing tool to enhance a company’s brand awareness to wider audiences. Mobile apps with state-of-the-art AR features will help a brand provide unique experiences to users. The use of AR for retailer marketing strategies gives a lot of leverage to brands to find ingenious ways for interactions creating a tunnel for instant feedback.

Dissipates barriers of language

What Is Language Barrier And How You Can Overcome It

Although with so many languages around the world, there are still certain barriers but that’s just momentary. With Google Translate AR mode, you can see any of the 40 foreign languages as your native one. Features of AR based shopping apps channelize language(s) in such a manner that it either is region-specific or, with the help of AR and AI tools, helps you understand its services. Even if you use printed catalogues, the AR content in it will guide you to choose the language of your convenience.

Earn better ROI

How to Prove Social Media ROI (Includes a Free Calculator)

AR is modern-day technology which undergoes changes frequently, therefore an e-commerce or m-commerce retailer which provides such facilities will definitely earn much higher than the ones who aren’t using it. Integration of AR in the retail sector has become a mandatory trend these days. And nowadays making an AR app is easy and cost-effective.

Improve the shopping experience

Improving Customer Shopping Experiences

This is like the summation of all advantages and one of the biggest AR/VR trends of modern retail. Whether you’re shopping online or offline, a retailer should provide the most interactive means so that you have worthy experience of shopping and would prefer to visit the shop/store/portal/app again and again. Advanced In-Store Experience with digital/virtual mirrors is an important addition which is improving with the passage of time.

Brands that are innovating with AR

Big names in the corporate world are doing pretty impressive work when it comes to business transformation with the help of AR. Augmented Reality benefits for shopping online and offline have been devised quite convincingly by brands to suit the fancies of a user. Below you’ll find a few companies that have etched their names in AR-based applications.


IKEA eyes land in Noida for first retail store in Delhi-NCR, to invest Rs 5,000 crore | Hindustan Times

When it comes to shopping for furniture and electricals, IKEA is probably the most synonymous name to reckon with. Its AR technology in retail is really helpful for users as it allows them to take their phones and scan a particular furniture piece and then superimpose that into your room’s image. You can do it for your bedroom, kitchen, lavatory, hall, foyer, lawn, etc. This helps you save a lot of time and energy.


Vespa GTS, with a large body for city, tourism and adventure.

After downloading the app, you just need to hover your phone over the magazine as shown in the video and a scooter will automatically pop-up. You can customise the vehicle as per your choice. You can change the colours, add/remove accessories, look for different styles, etc. Isn’t this a quirky use of AR marketing?


Philip Green's Topshop and Topman report £505m loss | Topshop | The Guardian

The clothing giant Topshop is a spitting example of creativity with AR. The company in its retail stores has set up kiosks where shoppers will see a digital reflection of themselves and can try out each individual clothing through the reflective image. Via hand gestures, the dresses can be changed one after the other. The whole process uplifts not just an individual shopper’s mood but also people nearby.


Adidas shrugs off China boycott call to raise outlook | Reuters

Since technology is all about innovation, Adidas testifies the statement with its use case of AR in ecommerce. A while ago, it changed the game with the launch of a new pair of sneakers. At ComplexCon CA 2018, the new AR feature made its debut. Users had to download the ComplexCon app on their smartphones, where it would guide them to head towards a destination in order to buy him/herself new kicks. In certain locations there were AR powered signs and the users needed to just point their phone towards it and follow the instructions. This helped them to buy shoes even without contacting any Adidas Originals employee in person.

What is the future of AR in Retail

The Top 4 Augmented Reality Trends of 2020 You Need to Know

Augmented Reality is often termed as a futuristic technology, but it is not true. AR has already made its way into all sectors of the retail market. The time is not too far when you will be sitting in the comfort of your sofa or sipping a cup of coffee in the kitchen, wearing AR-enabled glasses or browsing through the Augmented Reality Mobile Apps, shopping for everything you need. Yes, all this without even stepping out from your home!

The challenges in Augmented Reality Ecommerce also need to be worked upon to reach out to a wider range of audiences and retain existing ones. And whether it’s AR in online shopping or offline, there are certain things that need special attention. Aspects such as advertising, localization, incentives and discounts, personal approach, interaction, discoverability, privacy and UX.

An interesting fact about retail is that despite online shopping and M-commerce getting more precedence day by day, 71% of the consumers (buyers in this case) would like to experience VR in a store than in their smart devices. That’s what Augmented Reality does, keep people of both worlds happy.

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