Everyone's ripping off Snapchat's Stories
Stories, the string of photos and videos invented by Snapchat and ripped off by Facebook for Instagram are now being ripped off by ... everyone.
Why it matters: There’s no doubt that the format has been a success and a growing number of companies repurposing it to fit their users’ needs and — hopefully — gain some of their attention.
Driving the news: Spotify is reportedly testing its own version of the Stories format, according to Android Police. The format would enable artists to share content about a particular song’s backstory or inspiration — a natural medium for social media-savvy users and artists and a clever way to capture content that might otherwise end up on other apps.
Others that have also rolled out or tested their own version of Stories:
- Instagram: Instagram was the first to blatantly copy Snapchat’s Stories in 2016 to stave off the ephemeral messaging app’s threat — and it’s been a massive success. Instagram users can have both manicured permanent photos and less polished, candid ephemeral content within the same app.
- Facebook and Messenger: Facebook, which owns Instagram, added Stories to its Messenger and flagship app in early 2017.
- WhatsApp: Facebook also extended Stories to WhatsApp in the form of the Status feature in early 2017. By May 2018, the feature had 450 million daily active users.
- Google: In 2017, Google started working with (and paying) publishers to create content for Stamp, its AMP-based format akin to Stories.
- YouTube: The company first rolled out its take on the feature to select top creators in late 2017, but a year later expanded availability to all creators with at least 10,000 followers.
- Skype: The Microsoft-owned video chat app also introduced a copy of the feature in mid-2017 as part of a redesign.
The bottom line, via Axios tech editor Scott Rosenberg: The story of the internet is one long chronicle of people hopping from one mode of personal sharing to another — from home pages to blogs to social media feeds. New media forms very rarely vanish; they just find new niches as consumption behavior and distribution practices change.