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Home / Tips and Tricks / Snapchat’s Spotlight Confirms The TikTok, Instagram Social Media War Is On – And AR Is The Next Battlefront «Next Reality

Snapchat’s Spotlight Confirms The TikTok, Instagram Social Media War Is On – And AR Is The Next Battlefront «Next Reality



In the field of social media, all roads lead to one destination: cracking the code of continuous dopamine hits with partial attention. We learned this in the days of Vine, before Twitter foolishly killed it. And I turned my lens on the emerging trend in 2016 when I highlighted Musical.ly for Mashable, just before it was picked up by China’s Bytedance for $ 1 billion and merged with what is now TikTok.

What’s not often mentioned is the fact that, after Twitter dropped the Vine ball in 2017, Snapchat was left as the single, most prominent provider of sticky, addictive mobile multimedia content. Users were captivated and the media loved the rise of Snapchat from Los Angeles among Silicon Valley̵

7;s social media giants.

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All went well… and then Snap founder Evan Spiegel turned down Mark Zuckerberg’s $ 3 billion takeover bid in 2013. Not long after that, Facebook’s hugely popular Instagram app quickly became a copycat engine, spawning its own Snapchat-esque features at every turn.

Even Snap’s commitment to augmented reality is zealously echoed by Facebook and its subsidiary Instagram. The most famous example is Instagram Stories, which Instagram co-founder Kevin Systrom openly admitted was a copy of Snapchat Stories.

The practice takes so long that it is almost never mentioned again. When Twitter recently released its new Fleets feature, there was little discussion of how the brevity of the feature was developed by Snapchat.

But while these feature wars were going on in the West, Bytedance continued to iterate on TikTok’s features, including augmented reality, and it has now become clear that the real threat to social media’s global dominance comes from China.




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