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'Snapchat is not just a bunch of features,' he said, 'it has an underlying philosophy that really runs counter to traditional social media.' It sounded a lot like what Kevin Systrom had said after he copied Snapchat Stories two years earlier.

Finger snap tik tok code#

In 2018, Snap CEO Evan Spiegel said at the Code Conference that he was flattered by all the companies copying Snapchat's inventions and not worried that they were doing so. A whiz-bang new idea can help a new network get off the ground, but it's not enough to sustain things. Facebook's been late to nearly every feature for a decade, and continues to win because it's just where everyone is. Social media success may not have ever been about features, really. And, in both cases, the shape of the thing is only a tiny part of the equation. Faulting one platform for copying the best things about another is like blaming Samsung for realizing that a black glassy rectangle is the right size of smartphone. The great flattening of social features has been happening for some time, of course. Snap sees Spotlight as an entertainment platform, the kind of thing users can just sit and scroll through for hours at a time - assuming, of course, that they're not already doing the same thing on TikTok. And perhaps most enticingly, Snapchat's planning to pay more than $1 million a day to the most popular Spotlight snaps: which means going viral suddenly comes with guaranteed dollar signs attached.

Every Spotlight video is checked - either by a human or Snap's AI moderation tools - before it's pushed to the massive public feed. Instead of sending something to Stories and sharing it with friends, they can send it to Spotlight and share it with everybody. The execution does have a distinctly Snapchat-y flavor: Even private users (which is most Snapchatters) can upload public snaps to Spotlight without making their whole profile public. Which is to say, Snapchat is launching TikTok. The company's launching Snapchat Spotlight, a vertically scrolling, never-ending list of full-screen videos that anyone on the platform can make.

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Snap has originated as many of these features as any other app, and so the newest Snapchat feature feels almost full circle.

Most recently, TikTok's never-ending scroll of full-screen videos has become the latest way people navigate the internet, even on platforms far away from TikTok. Everything from hashtags to started in one place and eventually became ubiquitous. Everybody got into video, then live video, then audio, at about the same pace. (That joke about Excel Stories seems a little more plausible every day.) Facebook's algorithmically-curated news feed is now the way most platforms work. Snapchat debuted the Stories format, which Instagram copied, and is now a feature everywhere from LinkedIn to Twitter to YouTube. The ouroboros of social media is now so complicated that it's almost impossible to find its beginning.