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How social media is trying to achieve uniqueness with the same features

Initially, each social network pursued its own goal and was significantly different from the others. But in recent years, almost all platforms have received a set of popular features – from live broadcasts to stories. Now, in order to emphasize their individuality, companies are trying to adapt these analogues to their own philosophy.

Last week, Snapchat added a feature for watching short videos called Spotlight. It uses a TikTok-like algorithm that distributes content based on the popularity of videos, not their creators. In August, Facebook also launched a TikTok rival, the Reels service included in Instagram.

Shortly before Spotlight, Twitter introduced Fleets, a Snapchat Story counterpart. Over the past few years, almost every social network has such a feature.

Previously, platform creators aimed to develop completely different products, but now they all have similar functions.

Social media has retained differences only in philosophy, values, and uses.

A decade ago, Instagram was launched as a photo-sharing app for artists and designers. It now includes all popular features – from live streaming to shopping – to help creators promote and sell ideas and merchandise.
Snapchat was created as a private messenger for chatting with close friends. It now includes professional content, games and maps to help people build closer relationships.
Initially, Twitter was created as a platform for exchanging ideas, but over time, it has become an opportunity to share images, videos and audio to make it easier for users to discuss current events.
To emphasize the individuality of their services, companies strive to tailor popular features to their core values. For example, Snapchat made Spotlight private by default and turned off counting comments, likes, and shares.