The "How it started vs. Unlike fleeting trends that rely on specific audio clips or dance moves, this format endures because it taps into a fundamental human experience: the passage of time and the narrative arc of progress. How it’s going" format began as a simple visual template on social media, but it quickly evolved into one of the internet's most versatile storytelling tools. At its core, the meme juxtaposes an origin point—often humble, awkward, or ambitious—with a current reality that represents growth, success, or sometimes hilarious failure. It serves as a digital scrapbook for individuals, brands, and communities, allowing them to frame their journeys in a way that is instantly relatable and highly shareable And that's really what it comes down to. But it adds up..
Some disagree here. Fair enough Simple, but easy to overlook..
The Genesis of a Cultural Touchstone
The exact origin of the format is difficult to pinpoint to a single creator, as is common with organic internet culture. That said, the structure gained massive traction on Twitter (now X) around late 2019 and early 2020. Early iterations were predominantly romantic. Users would post a screenshot of their first direct message (DM) or a nervous opening line alongside a photo of their wedding day, a new home, or a growing family. The caption was almost always the same: "How it started" above the first image, "How it’s going" above the second.
This romantic roots phase established the emotional baseline for the meme: *vulnerability leads to reward.Here's the thing — " As the template migrated to Instagram, TikTok, and LinkedIn, the context shifted. That's why * It wasn't just about showing off; it was about honoring the "before" picture. The format validated the awkward first step by giving it a place of honor next to the triumphant "after.It stopped being exclusively about relationships and became a universal framework for any transformation.
Why the Format Resonates: The Psychology of the "Glow Up"
The staying power of "How it started vs. How it’s going" lies in its alignment with the Hero’s Journey, a narrative structure identified by mythologist Joseph Campbell. In its condensed, two-panel form, the meme presents the "Departure" (the start) and the "Return" (the current state), skipping the messy middle—or sometimes highlighting it Worth keeping that in mind..
Psychologically, this satisfies several needs for both the poster and the viewer:
- Validation of Effort: For the creator, posting the comparison is a moment of closure. It turns a long, often invisible grind into a tangible artifact.
- Hope and Aspiration: For the viewer, it provides proof that start states are not permanent. Seeing a billion-dollar company’s first office (a garage) or a fitness influencer’s "Day 1" photo makes the viewer's own goals feel attainable.
- Authenticity Signaling: In an era of highly curated feeds, the "How it started" panel acts as a certificate of authenticity. It says, "I didn't just appear here; I built this."
Diversification: From Romance to Business, Fitness, and Art
As the meme matured, distinct sub-genres emerged, each with its own unwritten rules and audience expectations.
The Entrepreneurial Arc
On LinkedIn and Twitter, founders adopted the format to visualize company history. The "Start" panel often features a cluttered desk, a handwritten business plan on a napkin, or a screenshot of a bank account with a terrifyingly low balance. The "Going" panel shows a team retreat, a Series A funding announcement, or a product launch event No workaround needed..
- Key Insight: These posts often function as stealth pitch decks. They attract investors and talent by demonstrating resilience and traction without using corporate jargon.
The Creative Process
Artists, writers, and musicians use the format to combat "imposter syndrome." A novelist might show a rejection letter pile next to a bestseller list ranking. A digital artist places a crude MS Paint doodle from 2010 beside a hyper-realistic 2024 commission.
- Key Insight: This variation demystifies talent. It reframes "genius" as "volume of work over time," encouraging beginners to persist through the "ugly phase" of skill acquisition.
Fitness and Physical Transformation
Perhaps the most visually striking category, fitness transformations rely on the objectivity of the body. The "Start" photo is often unflattering by design—bad lighting, slumped posture, genuine discomfort. The "Going" photo is the reward: muscle definition, race medals, or simply a smile that looks lighter That's the part that actually makes a difference..
- Key Insight: Unlike the business or art versions, the "middle" here is physically painful. The meme honors the discipline required to bridge the gap.
The "Anti-Meme" and Self-Deprecation
Not every "How it’s going" is a success story. A massive sub-genre uses the format for comedy through subversion of expectations That's the part that actually makes a difference..
- Panel 1: "Buying a gym membership." Panel 2: "My bank account crying."
- Panel 1: "Me: I'll meal prep on Sunday." Panel 2: "Me on Monday: Ordering DoorDash." This self-deprecating humor builds community through shared failure. It lowers the stakes of the format, reminding users that not every arc bends toward glory—and that’s okay.
The Technical Anatomy of a Viral Post
For content creators looking to apply this format for engagement, understanding the structural mechanics is crucial. A high-performing "How it started vs. How it’s going" post usually contains these elements:
- High Contrast: The visual difference between Panel A and Panel B must be immediate. If the viewer has to squint to see the progress, the post fails.
- Timestamp Context: Including dates (e.g., "Jan 2018 vs. Oct 2024") anchors the narrative in reality. It quantifies the "grind."
- The "Messy Middle" Caption: The most engaging posts use the caption area to explain what happened in between. "It took 4 failed launches, 2 pivots, and 3 years of ramen noodles to get here." This text layer transforms a before/after photo into a story.
- Aspect Ratio Consistency: Keeping both images in the same orientation (usually vertical for mobile feeds or square for grid posts) prevents the jarring "letterbox" effect that causes users to scroll past.
Brand Adoption: Marketing Without "Marketing Speak"
Corporate accounts were slow to adopt the trend initially, fearing it looked unprofessional. Still, major brands like Duolingo, Wendy’s, and NASA eventually embraced it to humanize their entities.
- NASA posted the first blurry photo of Mars taken by a rover versus a modern 4K panorama.
- Streaming services show the pilot script of a hit show next to the Emmy statue.
- Small businesses show the "Grand Opening" sign falling down versus a line around the block.
And yeah — that's actually more nuanced than it sounds.
For brands, the format achieves the "Holy Grail" of social media: **earned media through relatability.Worth adding: ** It bypasses ad blindness because it looks like user-generated content. It signals, "We are people building a thing," rather than "We are a corporation selling a thing Not complicated — just consistent..
People argue about this. Here's where I land on it.
The Dark Side: Survivorship Bias and Comparison Culture
Despite its positive framing, the trend carries risks. Day to day, the most significant is survivorship bias. The feed is flooded with people who made it. The millions who started a business, quit after six months, or never finished the novel are invisible. For a struggling creator, scrolling through an endless stream of "How it started: Broke / How it’s going: Millionaire" can induce anxiety rather than inspiration.
On top of that, the format encourages compression of time. So a two-panel swipe hides the years of depression, financial ruin, relationship strain, and boring Tuesday afternoons that constitute the actual "going. " Viewers may internalize the highlight reel as the standard timeline, leading to unrealistic expectations for their own progress Took long enough..
There is
There is a counter-movement, however, that seeks to reclaim the format's original, more humble intent. In practice, a growing number of creators are using the "How it started vs. They share not just the polished final product, but the raw, unedited drafts, the abandoned projects, and the quiet, non-viral days that form the bedrock of any meaningful endeavor. Even so, how it's going" framework not to boast, but to document. This approach fosters a deeper sense of community, as it validates the struggle itself as a worthy part of the journey.
At the end of the day, the trend is a mirror reflecting our deepest desires for growth and our anxieties about the path to get there. Which means its power is not in the perfect "after" photo, but in the story the two panels tell together. When used with intention, it can be a tool for accountability, a record of resilience, and a reminder that progress is rarely linear. The most honest version of the meme isn't about the destination; it's about the courage to keep walking the long, uncertain road, one messy, unremarkable Tuesday at a time.
