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Data: Axios research; Table: Andrew Witherspoon/Axios

Snapchat on Monday launched Spotlight, a video tab within its app that, like TikTok, distributes videos based more on how popular they are than on who created them. Facebook in August launched its TikTok competitor, called Reels.

Driving the news: Snapchat's news comes days after Twitter said it would be adding "Fleets," which are basically Snapchat stories for people who tweet. (Nearly every social media app has launched some version of Stories in the past few years.)

The big picture: Tech platforms used to focus on ways to create wildly different products to attract audiences. Today, they all have similar features, and instead differentiate themselves with their philosophies, values and use cases.

  • Instagram launched 10 years ago as a photo-sharing app for artists and design buffs, but now includes everything from live video to shopping to help those creators market and sell their ideas and goods.
  • Snapchat was created as a private messaging app between close friends, but today includes professionally-curated content, games and maps to help close friends develop deeper relationships.
  • Twitter was created as a public ideas platform, but over the years it's made it easier to share images, videos and audio to help users discuss current events.

What to watch: As social media companies adopt similar features, expect them to emphasize how their core values shape their versions of those features.

  • For example, Snapchat was deliberate about making sure Spotlight would be set to private mode by default and wouldn't include public counts of comments, likes or shares.

Go deeper

Jan 28, 2021 - Technology

Big Tech at war over privacy

Illustration: Sarah Grillo/Axios

The world's biggest tech firms are at each other's throats over how to manage data privacy, an issue that will shape the internet economy for years to come.

Why it matters: Absent any U.S. government intervention, tech companies are introducing rules that favor their own ideals and business models, sometimes at their peers' expense.

Updated 41 mins ago - Science

NTSB probes crash that killed 10 in Alabama as storm lashes Southeast

A car drives in the rain in Galveston, Texas. Photo: Zeng Jingning/China News Service via Getty Images

The National Transportation Safety Board announced Sunday that it's investigating a fiery multi-vehicle weekend crash in Alabama that killed 10 people, including nine children, as storms swept the Southeast.

The big picture: Saturday's crash on Interstate 65, south of Montgomery, occurred amid a tropical depression that left 13 people dead in Alabama as it triggered flash floods and spawned tornadoes that razed "dozens of homes," per AP.

Laurel Hubbard to become 1st openly trans athlete to compete at Olympics

New Zealand's Laurel Hubbard at the Gold Coast 2018 Commonwealth Games in Australia, when she became the first openly transgender athlete to represent NZ. Photo: Scott Barbour/Getty Images

The New Zealand Olympic Committee has announced that Laurel Hubbard has been selected for the women's weightlifting team for the Tokyo Games — making her the first openly transgender athlete to compete at the event.

The big picture: Hubbard, 43, is part of a five-member Kiwi weightlifting team and will compete in the women's super heavyweight category. Meanwhile, BMX rider Chelsea Wolfe will become the first openly trans athlete to travel to the Olympics with Team USA, when she arrives in Tokyo as a reserve rider.