In today's digital landscape, the "like" is as fundamental as scrolling or swiping. Whether it's a heart on Instagram, a thumbs-up on Facebook, or a simple tap on TikTok, this tiny gesture signals approval, boosts algorithms, and shapes online culture.
But likes weren't born from a grand vision of user engagement - they emerged as a clever engineering workaround to handle explosive growth on early social platforms. Far from a polished feature, the like button was a hack to simplify interactions, reduce server strain, and keep burgeoning networks from buckling under their own weight. Let's dive into its surprising history, backed by key facts from the evolution of social media.
The Pre-Like Era: Comments Reign Supreme
In the early 2000s, social networks like MySpace, Friendster, and even nascent forums relied heavily on comments as the primary form of interaction. Users expressed agreement with "+1," laughter with "LOL" or "ROFL," or approval with "cool" and "awesome."
Karma systems existed on sites like Slashdot or Habr (Russia's tech hub), but these rated users holistically rather than individual posts. Upvotes, like those on Reddit's precursors, focused more on promoting content to the top than personal endorsement.
This comment-centric model worked for small communities but faltered as platforms scaled.
Each comment required encoding text, storing it in databases, linking it to posts, and managing access rights— a resource-intensive process in an era of limited computing power.
As networks grew, servers strained under the load, and feeds became cluttered with low-value noise.
Facebook's Scaling Crisis and the Birth of a Hack
By summer 2007, Facebook - then just three years old - had ballooned to 30 million users, having opened to the public the previous fall.
Product manager Leah Pearlman noticed the inefficiency: Popular posts drowned in repetitive, short comments like "congrats" or "awesome," which cluttered meaningful discussions and echoed the chaotic vibe of MySpace.
To address this, Pearlman and a team including engineering managers Akhil Wable and Andrew Bosworth, designer Justin Rosenstein, and communications manager Ezra Callahan brainstormed a lightweight alternative called "Props."
The goal was simplicity: A single atomic event - user ID + post ID + timestamp—that could be logged with minimal database overhead, bypassing the complexities of text processing.
This hack not only eased server load but segmented reactions: Likes captured quick emotional affirmations, leaving comments for substantive dialogue. As networks added millions monthly, this was crucial for scalability.
Inspiration from FriendFeed and Global Takeover
Facebook didn't invent the concept outright. The "like" mechanic first appeared on FriendFeed in 2007, a now-defunct aggregator founded by Paul Buchheit (Gmail creator) and Bret Taylor (now OpenAI Chairman). FriendFeed's button allowed easy endorsement, but its reach was limited.
Facebook launched its version on February 9, 2009, initially as a way for users to interact with status updates and photos. Later that year, in August 2009, Facebook acquired FriendFeed for $50 million, absorbing its team and ideas to refine the feature.
Mark Zuckerberg's team scaled it planet-wide, turning likes into a "best practice" adopted by rivals. By emphasizing positivity—focusing on approval over disapproval - the like button fostered addictive loops, boosting user retention without the mess of full comments.
Beyond Scaling: Cultural and Psychological Shifts
Likes did more than optimize tech; they reshaped online behavior. They created a feedback loop where content creators chased validation, amplifying viral trends. However, this positivity bias - lacking a dislike counterpart initially - skewed perceptions, as noted in studies on social media's impact on mental health. Over time, platforms added reactions (Facebook in 2016) to capture nuanced emotions, but the core hack remained.
Today, likes drive algorithms worth billions, influencing everything from ad revenue to political discourse. Yet, their humble roots as a database-saving shortcut remind us: Great features often stem from practical necessities, not lofty ideals.
In essence, the like wasn't designed for us - it was built to keep the machine running. As social media evolves, perhaps we'll see a return to richer interactions, but for now, that simple thumbs-up reigns supreme.
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Author: Slava Vasipenok
Founder and CEO of QUASA (quasa.io) - Daily insights on Web3, AI, Crypto, and Freelance. Stay updated on finance, technology trends, and creator tools - with sources and real value.
Innovative entrepreneur with over 20 years of experience in IT, fintech, and blockchain. Specializes in decentralized solutions for freelancing, helping to overcome the barriers of traditional finance, especially in developing regions.
