From Billboards to Back Pockets: A Quick History of Social Media Marketing

How brands went from shouting on TV to whispering (and winning) in your DMs.

Once upon a time, marketing was loud. Billboards, magazine spreads, prime-time TV slots — brands screamed for attention. Fast forward to today, and marketing has gotten a lot sneakier — and smarter. Now, the best brands live inside your pocket, just a thumb swipe away.

Here's how it all went down.

The Dawn of Digital (Early 2000s)

When platforms like MySpace and Friendster hit the scene, brands didn’t quite know what to do yet. Early social media marketing looked a lot like traditional advertising — just messier.

Then Facebook arrived, offering brands a "fan page" in 2007. Suddenly, companies weren't just broadcasting; they were building communities.

The Age of Viral (Late 2000s - Early 2010s)

Remember Old Spice's "The Man Your Man Could Smell Like" campaign? It wasn't just a commercial; it was a cultural reset. Old Spice leveraged YouTube, Twitter, and Facebook to create a hilarious, fast-moving conversation directly with consumers. They weren’t just advertising; they were engaging. In real-time.

Meanwhile, brands like Oreo were busy writing the social media marketing playbook. Their famous "You Can Still Dunk in the Dark" tweet during the 2013 Super Bowl blackout? It took 10 minutes to make and scored more buzz than most million-dollar ads.

The Influencer Explosion (Mid 2010s)

By the middle of the decade, marketing wasn’t just about brands talking about themselves. It was about other people talking about brands. Influencers — from beauty gurus to fitness junkies — became mini media empires, and brands realized a selfie from the right person could be worth more than any billboard.

Brands like Daniel Wellington and Fashion Nova turned Instagram into their playgrounds, using armies of influencers to flood feeds — and wallets — overnight.

Pocket Power: Always-On, Always-There (Today)

Today’s best brands aren't just in the feed; they're in your pocket, 24/7. Think Wendy’s roasting Twitter users with savage comebacks. Think Duolingo’s chaotic TikTok antics making a language app… actually fun?

The game isn’t about big moments anymore. It's about constant presence — personalized, playful, and painfully on-brand.

What It Means for Brands Now

• Create content that invites conversation, not just consumption.
• Move fast. React to culture in real-time.
• Be willing to show personality — even if it means breaking "professional" norms.
• Think about how it feels to be in someone's pocket all day. Are you a welcome guest, or just noise?

At SocialJack Media, we don't just post — we spark conversations, build tribes, and create unforgettable brand moments.

Want to become a brand people want to carry around in their pockets? Let’s make some history together. Reach out today.