Here are all the times Facebook has copied Snapchat so far
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Evan Spiegel vs. Mark Zuckerberg
Facebook has tried to copy Snapchat for years.
But during the past year Facebook has gone into overdrive, blatantly, systematically and often successfully, cloning Snapchat’s core features.
The result is that Facebook’s family of standalone apps — Instagram, Messenger, core Facebook, and even WhatsApp — look much more like Snapchat than they did one year ago. And Zuckerberg now believes that the future of how people communicate on Facebook will be through the phone’s camera — a concept Snapchat pioneered.
Here are all of the ways that Facebook has copied Snapchat so far:
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One of the first indications that Facebook was wading into Snapchat’s territory was in March 2016, when it acquired the app MSQRD. The app let you swap faces with goofy effects, similar to Snapchat’s “Lens” filters.
Source: Business Insider
Then, in April, Facebook added scannable Snapchat-like QR codes for profiles in Messenger.
Source: Business Insider
Facebook’s attack on Snapchat culminated with a battle cry Mark Zuckerberg gave to employees during an all-hands meeting in the summer.
Zuckerberg said “the camera is the composer” during an all-hands meeting with Facebook employees over the summer, according to someone familiar with the meeting.
The statement was an obvious nod to Snapchat, which recently rebranded itself as “Snap Inc., a camera company,” but since day one has prioritized photo and video messages in its app.
During Facebook’s quarterly earnings call in October, Zuckerberg explained that Facebook now sees the camera as the future of how people share and communicate.
“In most social apps today, a text box is still the default way we share,” he said. “Soon, we believe a camera will be the main way that we share.”
Facebook’s biggest attack on Snapchat came in August, when Instagram copied Snapchat’s iconic “Story” format.
Instagram in August unveiled “Stories,” a near identical clone of Snapchat’s unique story format that lets you post photos and videos to your profile that disappear after 24 hours.
The feature was such a blatant clone of Snapchat that Instagram CEO Kevin Systrom even told TechCrunch that “they [Snapchat] deserve all the credit.”
“When you are an innovator, that’s awesome,” Systrom said. “Just like Instagram deserves all the credit for bringing filters to the forefront. This isn’t about who invented something. This is about a format, and how you take it to a network and put your own spin on it.”
Facebook is also copying Snapchat with its own geofilters and selfie masks for live video.
Facebook users in select countries can now make custom camera “frames” that others can overlay over photos and add to their profile pictures. They work almost exactly like Snapchat’s geofilters.
Facebook is also using MSQRD to power what it calls selfie “masks” for live video streams, which work like Snapchat’s goofy lenses.
Facebook even introduced a Snapchat-like camera interface in Messenger.
After testing the feature in a few countries, Messenger introduced a new camera interface in December that encourages people to send photo and video messages to each other like Snapchat.
Source: Business Insider
Instagram has been the most blatant copycat of Snapchat, and its Stories competitor has already reached 200 million daily users.
The app recently added 3D face filters and location-based Stories, both of which Snapchat has had for years.
Instagram’s private messages also disappear after they’re viewed, like Snapchat.
Facebook even put the same Stories format in its main mobile app a few months ago. “We’ve seen this do well in other apps,” Facebook product manager Connor Hayes said at the time. “This is something that Snapchat has really pioneered, and our take on this is that Stories has become a format that people use to share and consume photo and video across all social apps.”
Source: Business Insider
But few people appear to be using Facebook Stories so far. Facebook even makes it look like more people are using it by showing greyed-out profile pictures.
In Many, Snapchat CEO Evan Spiegel finally addressed Facebook’s copying efforts during an earnings call with investors. “You have to get comfortable with and enjoy the fact that someone is going to copy you if you make great stuff,” he said.
“We believe that everyone is going to develop a camera strategy,” he continued. “I think we really help everyone understand how valuable the camera is.”
Spiegel went so far as to compare his company’s rivalry with Facebook to the early days of Yahoo and Google.
“At the end of the day, just because Yahoo has a search box, it doesn’t mean they’re Google,” he said.
Source: Business Insider
Still, Facebook’s copying of Snapchat appears to be hurting the company’s growth.
Snapchat’s user growth slowed to its lowest pace in years during its last earnings quarter. The app added 8 million new daily users in the first three months of 2017, representing year-on-year growth of 36%. During the same time in 2016, Snapchat was growing its DAUs by 52%.
Source: Business Insider
Read more stories on Business Insider, Malaysian edition of the world’s fastest-growing business and technology news website.
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