With social media increasingly under discussion particularly around how platforms are used by younger audiences we thought it was a good time to look back at how social media has changed over the last 10 years, and why it now plays such a critical role in marketing strategies for many businesses in Salisbury, Wiltshire and the wider South West.
Understanding how social media has evolved helps local businesses set realistic expectations and build marketing strategies that work today, not ones that worked a decade ago. For many organisations we work with in Salisbury and Wiltshire, this shift has been especially noticeable as competition for attention online has increased.
Social media in 2016: a snapshot in time
In 2016, social media looked very different to how it does today. The most widely used platforms included:
- YouTube
- Google+
- Tumblr
- Snapchat
- Facebook Messenger
At the time, social media was still largely seen as a simple and cost-effective way for businesses including many local Salisbury and Wiltshire companies to reach audiences. Organic visibility played a much bigger role than it does today, and posting regularly was often enough to generate engagement.
Where it all shifted: Facebook and the scale of social media
By 2016, Facebook dominated the social media market, with more than 1.7 billion monthly active users. Originally launched by Mark Zuckerberg as a college networking platform in 2004, Facebook quickly expanded beyond universities and, by 2006, opened to the general public laying the foundations for the global platform businesses relied on for marketing.
Brands could post a few times a week and expect their content to be seen by a large proportion of their followers. For many small and medium-sized businesses in Wiltshire, Facebook became the go-to platform for local visibility. However, that was about to change and it fundamentally reshaped how businesses approached social media marketing.
2016: the year algorithms changed marketing
2016 marked a turning point for businesses on social media. This was the year platforms began making significant algorithm changes, meaning it was no longer enough to post occasionally and hope for results. Organic reach started to decline, and brands quickly realised that paid social media was becoming a necessity, not an optional extra.
This shift forced businesses including those operating in competitive local markets like Salisbury, Wiltshire and Hampshire to think more strategically about their content, their audiences, and how social media fitted into their wider marketing efforts. Social media began moving away from casual posting and towards more considered, goal-driven strategies.
What is an algorithm in social media?
An algorithm is a set of rules used by social media platforms to decide what content users see. It learns from user behaviour such as likes, comments, watch time and interactions to show content it believes is most relevant or engaging to each individual user.
For businesses, this means content success is no longer guaranteed by follower count alone, but by how well posts resonate with audiences.
The rise of video and Stories
Even 10 years ago, video was already starting to dominate social media. In August 2016, Instagram launched Stories in direct response to the growing popularity of Snapchat, which had captured attention with its fun filters and casual, behind-the-scenes content. Many of us probably lost hours experimenting with face-swap filters often involving our pets.
This marked a clear shift away from text-led platforms towards visual and video-first content, setting expectations that still shape social media strategies today.
How has social media has changed over the last 10 years?
Over the past decade, several key changes have reshaped social media marketing:
1. Organic reach is now very limited
Most users now see far fewer posts from friends or followers, with feeds dominated by recommended and algorithm-driven content. Visibility now has to be earned or paid for.
2. Video is now king
While video was emerging in 2016, it is now the main driver of reach and engagement across almost all platforms, shaping how content is planned, produced and consumed.
3. Posting with purpose matters
Brands can no longer post content “just because”. Every post now needs a clear objective whether that’s awareness, engagement, lead generation or sales.
4. Organic and paid social work together
Organic social builds trust and credibility, while paid social delivers reach, targeting and measurable results.
5. What’s changed in 2026 compared to posting habits in 2016
As social media has evolved, so have best practices. Many of the “rules” businesses followed in 2016 no longer apply today.
6. Repeating content is no longer a bad thing
Social media now moves so fast and feeds are so saturated that most audiences won’t see every post you publish. Repeating key messages in different formats or at different times is often necessary.
7. Hashtags still matter but differently
On TikTok, a small number of relevant hashtags can still help discovery. On Instagram, keyword-focused captions are often more important as content becomes more searchable.
8. You don’t need to jump on every trend
Staying aware of trends is important, but brands need to be selective and focus on what genuinely aligns with their audience and objectives.
Social media today: a strategic marketing tool
In 2016, social media was often seen as a cheap and easy way to market a business. Today, it has evolved into a highly structured, strategic and performance-driven channel that plays a key role in brand awareness, lead generation, sales, recruitment and customer engagement.
Over the last 10 years, social media has evolved from a simple posting platform into a powerful, algorithm-led marketing tool that demands clear strategy, creativity and investment.
If your social media approach still relies on the same tactics you used years ago, now may be the right time to reassess how your content, paid activity and overall strategy work together.
Social media marketing support in Salisbury and Wiltshire
If navigating today’s social media landscape feels more complex than it used to, you’re not alone. At Blue Bee, we work with businesses across Salisbury, Wiltshire and the surrounding areas, helping them cut through the noise with clear, strategic social media marketing from content planning and platform strategy to paid social and performance-led campaigns.
If you’d like support building a social media strategy that works for your business today, get in touch with the Blue Bee team in Salisbury to see how we can help.
