Sydney Johnson
We can do whatever we want on social media. But, with each update, lines have started to blur.
TikTok was originally known for its short videos. Back when the app was called Musical.ly, these were primarily dancing or lip-sync videos. Now, Instagram, Facebook, and YouTube have their own vertical video feeds, with all of these apps usually recycling the same content. And it doesn’t end there.
Like Instagram highlights, X users can add their tweets to the “Highlights Tab” on their profile. Instagram stories, which can be made accessible to the public or just close friends, were originally inspired by Snapchat. Discord ditched their tag system, forcing all of their users to choose a username instead.
Even apps that aren’t social media are trying to capitalise: Spotify has friend lists and Duolingo has Bitmojis.
Three out of five members of the Gen Z regularly undertake a social media detox to reconnect with the world around them. The negative effects of social media, along with the repetitive features, make one ask: what is even the point of using these apps anymore?
Same Features, Different Apps
Almost every app on the market offers the same features: direct messages, live videos, filters, virtual games, and photo lenses. Apps like TikTok and BeReal were once popular due to their unique nature. Now, they have the same page layout, follower count, and account verification system as any other app.
Some CEOs of social media companies have admitted how difficult it is to market an app nowadays, as their competitors often copy their popular features.
“These platforms use algorithms and user tools… to push the content people will click on.”
Meta CEO Mark Zuckerberg has been flagged for repeatedly stealing ideas from other social media companies. Evan Spiegel, the CEO of Snapchat, mentioned a desire for Facebook to “stop copying their data protection practices”.
Stealing users from rival platforms is a social media CEO’s lifetime goal in this game of chess. However, the market becomes too repetitive when all apps start to look the same. As a result, users will be less likely to engage with any platform at all.
Chinese Social Media Apps
Chinese social media apps take a different approach to authenticity. WeChat is a Chinese messaging app that allows you to do many features including text, hold-to-talk voice messaging, broadcast video conferencing, playing video games, mobile payment, and much more. They even have online stores.
But, because so many apps are banned in China, WeChat is a hub for everything its users could possibly need. It’s like a hub with every kind of app inside. It incorporates features that allow users to use the app as part of their everyday routine. By doing so, platforms like this one go beyond the screen and become a way of life for its users.
On the other hand, Western apps have focused on media content to retain their audience. These platforms use algorithms and user tools (such as hashtags, highlights, for you pages) to push the content people will click on.
The Future of Social Media Updates
Artificial intelligence (AI) has taken social media by storm. There are now features that incorporate AI for users to play with on most apps, such as chatbots or AI photo editors. Zuckerberg has been pushing his metaverse concept, to very little success. With this in mind, it can become harder for social media apps to differentiate themselves if there is an expectation for them all to use AI.
Over half of British adults are concerned about relying too heavily on AI rather than professional judgments, while 47% are concerned about knowing who is responsible for mistakes when using this technology.
Having a market where apps are too oversaturated with the same features makes it harder for users to know what to use anymore. Hopefully, the future of social media holds an opportunity for big companies to stray away from being the same and offer something different for users to try once in a while.
Featured image courtesy of Melyna Valle on Unsplash. No changes made to image. Image license here.
Sydney Johnson
Hi! My name is Sydney and I am a trainee journalist at Cardiff University studying to get my masters in International Journalism. I am originally from the States and I have a background in writing about local and international news. In my free time I love to read, write, travel and try new restaurants.