Why Social Platforms Are Copying Features Like Stories & Reels, According To Experts

Open Instagram, TikTok, YouTube, or even LinkedIn, and it doesn’t take long to notice a curious similarity in how each platform behaves. Stories at the top, short videos in the feed, personalised content recommendations, and endless scrolling – it feels like every app is borrowing from the same playbook. This trend of replication has reshaped how users interact online, and according to industry analysts, it’s no coincidence. The rise of features like Stories, Reels, and Shorts reflects a calculated strategy rooted in engagement economics, competitive pressure, and user retention.

The Race for Attention: Why Originality Isn’t the Priority
Social media companies operate in an attention economy where the time users spend on an app directly correlates with revenue potential. According to tech experts, when one platform successfully introduces a high-engagement feature, others are quick to replicate it to prevent user migration. Snapchat’s original Stories format, launched in 2013, was once a unique offering. But when Instagram introduced its own version in 2016, usage soared – eventually surpassing Snapchat in daily active users.

This replication isn’t just imitation, it’s a defensive move. “Platforms copy features not only to attract users but also to stop them from leaving,” says a digital marketing strategist. “If you’re used to a certain format on one app, you’re more likely to stay if your preferred platform also has it.”

Platform Loyalty is a Myth: Users Follow Features, Not Brands
Experts argue that social media users are not inherently loyal to a specific app. Instead, they gravitate toward the platforms that offer the most seamless, engaging experience. If TikTok popularises short-form video with an endless feed and smart recommendations, Instagram and YouTube feel compelled to build their own versions – hence, Reels and Shorts.

In doing so, each platform evolves into a multi-purpose ecosystem where users can scroll, shop, post, stream, and chat, all in one place. This 'super app' approach may reduce the need for users to juggle multiple apps, but it also leads to a uniform experience across the board. As one tech analyst notes, “The goal is not just to retain users, but to keep them inside your app for as long as possible – even if that means abandoning your brand’s original identity.”

Data-Driven Development: How Algorithms Inform Product Decisions
Modern feature rollouts are heavily influenced by behavioural data. When companies observe patterns that indicate user preference for a particular content type – like vertical video or disappearing content – they use this information to steer development. This is why similar features often emerge around the same time across platforms.

The algorithms behind these apps also reward the same type of content – quick, visually engaging, and algorithm-friendly. This drives creators to produce in formats that work everywhere, which further encourages platforms to adopt compatible features to attract and retain that creator base.

Monetisation Matters: Why Copying Is a Business Strategy
Beyond engagement, monetisation is another major reason for this cross-platform mimicry. Features like Reels and Shorts offer monetisation pathways that attract both brands and creators. According to social media consultants, having similar ad-friendly formats ensures advertisers can repurpose content across platforms without extra cost. For platforms, this translates to higher ad inventory and increased revenue streams.

Moreover, short-form video content is particularly attractive to Gen Z and younger millennials – demographics that are highly sought after by advertisers. This demographic’s content consumption habits heavily influence how platforms evolve.

What This Means for the Future of Social Media
While the convergence of features may make platforms feel increasingly alike, experts suggest that the differences will come down to community culture, algorithm design, and creator tools. For instance, YouTube’s strength lies in long-form video and creator monetisation, while TikTok thrives on viral trends and discovery. Instagram continues to lean into lifestyle and aspirational content, and platforms like LinkedIn and Pinterest offer niche use cases that still differentiate them from the pack.

However, as AI-driven content personalisation deepens, these distinctions may blur even more. Social media is shifting from social networking to algorithmic entertainment – and copying each other’s best features is simply part of that evolution.

FAQs: Why Are Social Media Platforms Copying Each Other’s Features?

Why do platforms keep launching similar features like Stories, Reels, or Shorts?
Social media platforms replicate trending features to keep users engaged and stop them from switching to rival apps. It’s a strategic move to hold on to their current user base while also attracting people who are looking for specific functionalities found elsewhere.

How do user preferences influence the features we see across platforms?
Platforms continuously adapt to what users enjoy—be it short-form videos, interactive tools, or quick updates. By mirroring popular content formats, they aim to stay relevant and ensure their features match changing user habits.

What gives companies like Meta an edge when it comes to new features?
Meta and other tech giants benefit from their ability to quickly roll out and test features across multiple platforms they own. This flexibility allows them to stay ahead of competitors by rapidly adapting to trends and refining what works best.

Why do users expect the same features on every platform?
Today’s users are used to a consistent experience. If a feature is popular on one platform, they expect to see it elsewhere too. This expectation pushes platforms to keep up and ensure they don’t fall behind in terms of user experience.

Is competition the main reason behind all these copied features?
Yes, the social media industry is intensely competitive. Platforms that fail to evolve risk losing users to faster-moving rivals. Copying features has become a survival tactic to remain visible and relevant in a crowded digital space.