About your last paragraph: The key to me about Facebook, and eventually, Instagram, the visual is simply more powerful to humans than written words. This is why people started chasing fame with good looks as soon as the Internet "went visual".
I had a thought last week: When I was in high school (very early Internet years), older people told me the "popular" people will fade away when you go to university. For most part, in my experience, this was true. I realised last week that visual social media allows "high school popular people" (conventionally attractive, for the most part) to stay that way forever. When you look at most social media influencers, there isn't very much special about them, except them seem like the type of person who was popular in high school. For most normies, that is enough to give them more attention than someone else.
Well I'd say that Instagram was yet another inflection point, where relationships with strangers returned in parasocial many-to-one form, in place of the one-on-one intimacy afforded by ICQ.
At the time of ICQ, chat programs were the sole means of discovering and connecting to people, and allowed people to connect to strangers based on location. I made real life friends, who I met in person on ICQ. I suppose this kind of connection might still happening on game servers and Discord servers, but certainly, it isn't the dominant mode.
As for Facebook being 'visual': Facebook in it's earlier incarnations was just status updates, and mobile phone cameras were still pretty clunky (or non-existant). Instagram took off because it's filters turned otherwise ugly low-fidelity photos into something appealing.
I had a thought last week: When I was in high school (very early Internet years), older people told me the "popular" people will fade away when you go to university. For most part, in my experience, this was true. I realised last week that visual social media allows "high school popular people" (conventionally attractive, for the most part) to stay that way forever. When you look at most social media influencers, there isn't very much special about them, except them seem like the type of person who was popular in high school. For most normies, that is enough to give them more attention than someone else.