Twenty years ago, Instagram, Twitter, Facebook or TikTok did not exist or were simply in the heads of their creators. The Internet had only been around for a few years, and the first experiments of what could be done with a platform where, a priori, anything was possible were just beginning.
However, before all these platforms arrived to create the term social network that David Fincher and Aaron Sorkin explored so well in the 2010 film, the first interactions that Mark Zuckerberg‘s platform would in the future collect had already taken place. There were already likes, comments and photo posts. And in Spain, all the kids of that time knew about it thanks to a specific website: Fotolog.
While all over the world Myspace triumphed as the main platform for creating a page, sharing photographs and chatting, in Spain and other Spanish-speaking countries another proto-social network was emerging as the main option for teenagers: Fotolog.
Although it had copycat competitors such as Metroflog, Fotolog was a milestone during the early 2000s. It was the main platform where teenagers of the time shared their daily lives through photographs, where comments began to become popular and where “chonismo” and emo culture began to emerge, even creating the first young internet stars.
But what is the history of this social network that so well reflected the fashion of the early 2000s?
Fotolog: the beginning of an era
Fotolog was a platform founded in May 2002 by two American entrepreneurs, Scott Heiferman and Adam Seifer. Heiferman and Seifer had worked together on a startup called i-traffic, which they sold for $30 million to digital advertising company Agency.com. They then set about creating Fotolog as their new big project.
Essentially, Fotolog was a photo blogging portal where users could post images and comments on their profile pages. The photos were arranged in reverse chronological order, with the most recent photos appearing at the top of the page. Users could comment on other users’ photos and add friends to their contact list.
Fotolog became popular because of its ease of use and because it was a very accessible platform, even for those who were not technically savvy. The platform also had an active community that interacted through comments and private messages. It was common, for example, for friends to share accounts to “update” each other’s page, as a major friendship affection of the time.
In addition, Fotolog also allowed users to add HTML code to their profile pages, which allowed them to customize their appearance. Most would simply change the background colors, but the more savvy ones would even add gifs, something that was the future at the time; like Homer creating a web page for himself on The Simpsons.
At the beginning, the idea of Fotolog was to grow independently, but when MySpace was launched, it was somewhat relegated from the American culture. Fotolog had nothing to do against MySpace, so its owners decided to attack in another place where, this time, it became the most viral platform by far: Latin America.
In a 2006 article, the New York Times described Fotolog as “the Latin American equivalent of MySpace”. By focusing on the Spanish-speaking community, it became one of the most widely used platforms in Spain and Latin America.
Replaced by his legacy
As the website grew, so did its popularity worldwide. Fotolog reached its peak of popularity in 2007, with more than 20 million users worldwide. By that time, Fotolog had expanded to more than 200 countries and was available in several languages, including English, Spanish, French, Italian, German, French, Italian and Portuguese.
At its peak, Fotolog became the most followed platform for teenagers in the world. Especially in Argentina, its success was such that almost exact copies were created, such as Metroflog, which was created in the country itself. Something like what happened with Tuenti, the Spanish Facebook, years later.
But after years of growth and success, Fotolog began to lose ground to newer and more popular social networking platforms. In particular, the growth of Facebook and Twitter marked the beginning of the end for Fotolog. Users had much more at their disposal, and soon stopped seeing the point of the portal.
In an effort to stay relevant, Fotolog implemented several changes to its website, including the introduction of a new design and the elimination of its paid membership plan. However, these changes failed to attract users back to the site.
In 2011, the company that owned Fotolog, Hi-Media Group, decided to shut down the platform. Although Fotolog had lost its popularity, it still had millions of active users. Its closure was sad news for many of these users, who had used the platform for years and had created an online community.
In 2015, Fotolog was relaunched by the platform’s founder, Scott Heiferman. The new Fotolog was an updated version of the original platform, with a new design and new features. However, the new Fotolog never managed to capture the magic of the original platform and failed to attract a significant audience.
Despite the failure of the new Fotolog, the original platform is still remembered as a special place in the history of social networking. Fotolog was one of the first platforms to allow posting photos in such an accessible way, and at the time, it was very popular. Its legacy lives on in today’s social networks, which continue to drink from all that the site once achieved.
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