Instagram, one of the most interactive social networking applications, has developed the Reels feature, copied from TikTok in recent weeks. But this is neither the first nor the last feature copied by Instagram. The company, which previously copied from Snapchat, caused a serious bottleneck at Snap. She now has her eyes on the giant Chinese social network TikTok. The enthusiasm of Instagram for copying other people seems to me to be the only one responsible; it's Facebook.
Why does Instagram constantly copy other social networking apps?
Instagram, which Facebook bought for $ 1 billion in 2012, can easily reach the growth rate that Facebook can not achieve alone. In recent years, with the aging of the mass of users and scandals similar to Cambridge Analytica, the company has used Instagram to retain younger audiences and expand its advertising models. Hiding long behind the term "application family" in the growth and profit reports, Facebook now prefers to use the power of purchased applications instead of functioning as a stand-alone social network.
That's why Facebook wanted to buy Snapchat, which was positioning itself as a competitor of Instagram in 2013, for $ 3 billion. When Snapchat responded negatively to this important step to become a social networking giant, it strengthened the power of competition and copied almost all the features of Snap's Stories to deal with filters, lost messages in the system DM and QR code.
The company that copied these features from Snapchat to Facebook, Messenger and Instagram, has been able to keep the family of apps up-to-date in the eyes of users.
Will TikTok be the new Snapchat?
Facebook, which is currently copying TikTok with the Reels feature, may be looking for a younger target audience. At this point, however, it should be noted that the target audience of TikTok and the Instagram user base are different. Generally preferred by high school and blue collar youth, TikTok completely destroys the perception of excellence created by Instagram. Although the community's expansion may be in Facebook's interest, the influx of TikTok users on Instagram could reduce the community's interaction on Instagram.
On the other hand, the founder of Instagram Kevin Systrom's Stories figures in the past to remind you of the statement. Systrom explained to Instagram Stories that what differentiates Snapchat Stories are its interaction features:
I think everyone was wrong to think that stories were a product of photography. If you look at the interaction features that we have added, you will see that we turn the stories into something else. We really innovated in this feature and we made ours.
As a result, the TikTok copying process, which began with Reels for now, is likely to turn into features that appeal to the Instagram community. So, how did Instagram continue its success by copying other apps and features, and how did Facebook handle that pressure?
What has changed on Facebook Instagram?
Like other apps purchased by Facebook, Instagram has struggled to meet Facebook's expectations after a while. Facebook agreed to freely manage Instagram in the purchase agreement and broke its promise in May 2018.
The company transferred Kevin Weil, vice president of Instagram product, to Facebook's new blockchain team, and brought Adam Mosseri, vice president of Facebook News Supply, to Weil. Mosseri, known for his closeness to Zuckerberg, has started turning Instagram into Facebook with Chris Cox, Facebook's product manager, forcing Systrom to rumor.
In this context, the departure of the founding partners of Instagram, Kevin Systrom and Mike Krieger, last September, was linked to the loss of its autonomy. Although several rumors within the company say that Cox and Systrom are working in harmony on some issues, the tensions between Mark Zuckerberg and Systrom are also on the agenda.
According to rumors, Systrom and Zuckerberg would have clashed over the association of Facebook and Instagram. While Systrom has argued that the sharing option should remain on Instagram, Zuckerberg has launched cross sharing options for streaming Instagram content on Facebook.
Zuckerberg has not limited the relationship between Instagram and Facebook to content and features, and has been striving to transfer the links on Instagram to Facebook. Systrom did not take Zuckerberg's decision positively.
The departure of the founding partners of Instagram recalled the departure of Jan Koum, co-founder of WhatsApp, another member of the family of Facebook applications.
Jan Koum announced that he would leave in May 2018, and the rumor would have left WhatsApp in a commercial tool and merging user data with Facebook.
Despite all these differences, Koum's most annoying decision was to ask Facebook's administrators to weaken the WhatsApp encryption system. Koum was going to the office every month during the departure process to collect $ 450 million of shares on Facebook, while the other WhatsApp co-founder, Brian Acton, was supporting the #deletefacebook movement during the scandal Cambridge Analytica.
It's time #deletefacebook
– Brian Acton (brianacton) March 20, 2018
Meanwhile, Systrom is not as angry with the co-founders of WhatsApp as part of his statements. In a speech he delivered, Systrom said that Instagram had lost its autonomy, somehow the growth and success of Instagram. he'd be selling the company again to Facebook if he had to experience the same things again. He has answered:
"If someone came to you and offered you $ 1 billion for 11 people, what would you answer?"
This realistic question posed by Kevin Systrom highlights the monopolization of Facebook, recently on the agenda. So, how did Facebook's adventure become this social networking giant?
The career of Mark Zuckerberg starting with the copy
To be honest, Zuckerberg did not even have an original idea, even when Facebook came out. As discussed in The Social Network, Zuckerberg founded the idea of the Winklevoss brothers and founded Facebook.
Therefore, it is possible to say that the copy and purchase strategy of Facebook, frequently criticized today, has not changed since the beginning. Do not forget that Facebook has replicated FriendFeed in 2008 and placed a mini-stream on its profile pages. It took the same year to buy Twitter.
Only legal sanctions can put an end to Facebook's long-standing buying and copying strategy. The company, which has positioned itself as an advertising tool rather than a social network in recent years, has sparked debates in the Senate on monopolization as well as political ads on the platform.
Although US President Donald Trump has made political statements to the social networking giant to please his constituency, it should be remembered that he won the 2016 US presidential election through Facebook ads .
I continue to monitor censorship of US citizens on social media platforms. These are the United States of America – and we have what is called FREEDOM OF SPEECH! We are watching and watching closely !!
– Donald J. Trump (@realDonaldTrump) May 3, 2019
In addition, after the FTC opened an antitrust investigation against Facebook in June, the Justice Ministry initiated a new lawsuit against the company for antitrust surveillance. However, it is impossible to say that Senate proceedings and prosecutions will result in heavy penalties. After all, the tech giants of the United States, including Facebook, are among the country's most important sources of revenue.