What interactions had to become available for Web 2.0 and how is this different than today?
In the Web 2.0 era, sites introduced personal profiles, content uploads, comment systems, tagging, and bookmarking. Anyone could upload photos, videos, and text—not just official organizations. Platforms like Flickr, YouTube, Facebook, Wikipedia, and Blogger rose during this time. The main function of the internet shifted from reading to editing, creating, and sharing. People could now connect with others online, participate in communities, and contribute to open information spaces.
These basic features still exist today, but the online environment we live in has changed dramatically. The biggest difference is that the modern internet is driven by algorithms and personalization.
Ten or twenty years ago, when we opened a website like YouTube, we usually saw the most popular or most-liked content on the homepage. Today, when I open YouTube, I only see content that is “most likely” to interest me. Powerful recommendation systems analyze my watch time, clicks, interests, and history to predict what I will want next.
This shift has changed how we interact with the internet. In the past, we needed to actively search for new content. Now, algorithms deliver content to us before we even look for it. The internet is already filled with endless information—we no longer lack content. Instead, we lack content that is precisely tailored to capture our attention. Platforms optimize for engagement and retention, which means each person ends up in their own personalized feed.
This is also why many people feel overwhelmed by social media today. We constantly receive fragmented information, refresh for new updates, and stay in a cycle of instant stimulation. People are now more likely to passively consume rather than actively create. And all of this comes from data-driven design and algorithmic recommendation systems.