Can the Standardization of Social Media Accelerate Their Decline?

Do you know BeReal?

It’s THE social network that has been trending in recent months. The concept is simple: every day, at a random time, the user receives a push notification from the app. From that moment, they have 3 minutes to take a photo. This photo simultaneously captures the front and back of the phone. It’s a “raw” moment of their day. One photo per day maximum, no filter, no artifice, no timing choice, and no time to stage the moment. BeReal’s success stems from its complete departure from all other social platforms.

And yet… At the end of August, Instagram was already working on developing a similar feature.

Shortly after, Snapchat announced plans to do the same. A few days ago, TikTok followed suit with the upcoming launch of TikTok Now, which replicates exactly the same concept. Is it theft? Plagiarism? This practice is not new in the industry. In its time, Instagram launched stories following Snapchat’s success, then reels to mimic TikTok, Twitter introduced Spaces after Clubhouse’s rise, and so on. Why do social networks systematically copy what starts to gain (even slight) traction elsewhere?

What is the strategy, the company’s vision? Is there even still a strategy?

Most social networks distinguished themselves at their launch with a simple and original promise. Facebook allowed users to stay in touch with friends, Instagram offered a way to create a kind of daily photo album, Snapchat allowed people to present themselves more naturally and spontaneously, etc. Users had a clear understanding of what each platform offered, and most of them were often complementary.

However, by constantly “enriching” themselves with new features, trying to attract as many users as possible, and fearing missing out on the next trend, some platforms have completely lost their essence—with questionable success rates. How many developments have been abandoned along the way? How many incoherent new features flopped? Who has ever posted stories on Facebook? Not to mention the recent Instagram interface changes that angered users and forced the platform to backtrack.

While it is normal, like any company, to adapt, grow, and consider the evolving needs and desires of customers, sometimes the choices raise questions.

For example, out of fear of TikTok, Instagram was willing to completely reconsider its identity. The same goes for BeReal. Although the application will result in a less significant change, from an image perspective, it seems absurd, given how opposite the promises of the two platforms are.

Displaying such nervousness whenever a new app garners some attention sends a rather worrying signal about how these companies are managed. It’s hard to imagine Coca-Cola changing its recipe or communication strategy just because a new soda brand grabs a small market share.

The supremacy of these platforms is such that the likelihood of a sudden and imminent fall is low. However, between societal controversies and poor decisions, some platforms are undermining their goodwill and jeopardizing their future. What is Facebook’s image today, particularly among younger generations? What will Instagram’s reputation be in a few months if these constant and incomprehensible changes persist? How can they convince future generations to join a platform that lacks a clear and original promise? Future internet users will likely prefer exploring and claiming new, original territories rather than joining these behemoths.

For brands, too, these constant evolutions raise questions.

Obviously, it’s impossible today to imagine foregoing such communication channels and audiences. Even though businesses provide advertising revenue for platforms, they remain dependent on them and their choices. It is therefore sometimes difficult to establish long-term editorial strategies. The reason: every six months, platforms evolve, introduce new features, and modify their algorithms to prioritize certain formats or types of content. This can feel like building on unstable foundations. However, social media is just a tool for delivering brands’ messages and statements. If the editorial stance is strong and relevant, platform changes won’t undermine the message’s impact. The challenge will simply be to deliver it in the right place and at the right time.

This begins a balancing act where adapting to constant platform changes is necessary without compromising or questioning everything. Now more than ever, the “winning” brands will be those that stick to their initial strategies. Brands that can define long-term editorial lines and stay true to their ideas. But also those that avoid spreading themselves too thin and rushing into every novelty without considering relevant goals and the needs of their audiences.

A true challenge to ensure that, unlike social media platforms, brands continue to surprise with their diversity, creativity, and longevity.

Wilfried Klucsar – Co-founder of the agency Dix Sept Paris

An op-ed available on CB NEWS

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