Social media is going through a quarter-life crisis, and companies are searching for fresh ideas to keep us engaged. As social media becomes a fashion industry, it's time to rethink its impact on us.
Now the video app TikTok is introducing a way to compose text-based posts—its own version of the Create feature found in Instagram Stories. Accessed through the app’s camera, where users typically go to post videos or photos, the new text option isas “the latest addition to options for content creation, allowing creators to share their stories, poems, recipes, and other written content on TikTok.” Text: It’s the future.
“If we evaluate these apps from the legacy technology-innovation lens, then yes—they’re copying each other and there are no new ideas,” says Chris Messina, a software product designer who is credited with introducing the hashtag to Twitter. “But the better way to understand it is that social media is now a fashion industry, so as a product manager, you’re evaluating success based on engagement and retention, not innovation.
Messina also adds that he believes X is now “incredibly vulnerable, and the most competitive teams, like Meta and TikTok, aren’t going to sit idly if they can each carve up Twitter’s former advertising base.” Meta’s early success with Instagram Threads—over 100 million sign-ups in under a week—has largely been credited to its platform advantage; over a billion people already use Instagram, and porting one’s Instagram identity over to Threads is frictionless. But that’s success in metrics only—quantitative, not qualitative. (In any case, daily active users on Threads
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