Snapbookstagram: the biggest social platform of 2017

By Jacqueline Buckland

1st February 2017

Working in social media I see new reporting metrics, post formats and algorithm changes come into play on a daily basis. Lately however it’s platform changes that stand out the most, as it feels like there is a lot of copycat behaviour happening.

Snapchat was the most downloaded app of 2016 and, in my opinion, the one leading on innovation. Daily lens changes give users a reason to go on the platform everyday and share new content. The element of disappearing video and images after 24 hours makes you want to see what friends and family are up to quickly, before it’s too late.

This model has proven to be extremely popular, so much so that Facebook and Instagram have adopted it too. Instagram launched Stories back in August 2016, allowing users to share a video, image, or collection of both at the top of a newsfeed that disappears after 24 hours. Facebook Stories are currently live in Ireland on iOS and Android and are rolling out globally in the coming months.

Snapchat lenses are again something that Facebook has adopted, so far in Messenger. It purchased MSQRD in March 2016, but hasn’t integrated the technology in profile pictures, Stories or posts. Yet.

Currently, lenses isn’t available on Instagram but it can only a matter of time until they appear.

With all of this copycat behaviour going on, would it be easier to launch one platform with an amalgamation of all functions i.e. Snapbookstagram? It would certainly save time dotting between apps, uploading content and writing brand posts for each individual channel.

However, crossing over platform functionality goes against its core identity, purpose and use. People use channels in different ways. In my eyes, Facebook is there to chat to friends and record memories. Instagram is an image diary of all the places I’ve been, things I’ve done and creations I’ve cooked up. I want them to stay put, not disappear after 24 hours. And Snapchat is where I go to mess around with lenses and pretend I’m 10 years younger than I am. I want everything to stay separate.

Money-making aside, it’s time for platforms to standalone and focus on their own innovation, keep a distinction and not lift from someone else’s.