Stories... Again? Platforms Lack of Creativity
Imagine, it’s 2010.
All the platforms we’ve come to love were just beginning- MySpace died, Facebook was thriving and Instagram just launched. Life was truly different in the digital world because apps started as innovative, unique, and with different purposes. No platform was a direct clone of another, which made them stand out.
Jumping to 2020, LinkedIn launched its “newest” feature, Stories, a way for users to start lightweight conversations related to work-life. LinkedIn, a platform designed to network with professionals, find a job, and share content with others who are interested. The launch of stories signals that LinkedIn views itself as more than a work-oriented platform. Stories provide a personal and human component, which is something users don’t get out of LinkedIn.
The repeated copycat nature of digital technologies is best illustrated in Kyle Chayka’s article, “What is Monoculture?” Not only are platforms failing to innovate like in the early 2010s, but their decisions to copy one another reveals a new outlook on our current digital space.
What is Monoculture?
Monoculture is an agricultural term where it’s an area of farm land on which only one crop is grown. This concept is used as a frame of reference when looking at mainstream media. Before the rise of social media, monoculture was simply seen as a linear path into sameness through television, radio, and film. Audiences watched the same shows and movies at the same time. Traditional media was a one-way conversation and there was a lack of diversity. Cox states that only now this notion is beginning to change.
Social media began to create a dynamic digital world where voices from the brand and the consumer were heard. With the invention of unique social media platforms and various streaming services (e.g., Hulu, Netflix), diversity is increasing and new technology is forming.
However, how far has society shifted from Monoculture? Well, not as much as we think.
Same Feature, Different App
When social media began, each platform specialized in one area. Instagram was the go-to platform for all things photography and visual design, YouTube for its long-form and short-form video content, and Facebook’s layout encouraged the curation of online communities between friends and families.
Instagram, YouTube, and Facebook remain as three of the top social media sites in 2020. Somewhere along the way, these platforms reached a point in time where they shifted away from their starting roadmap.
In fact, Snapchat famously released “Stories” in October 2013. Snapchat’s feature alone sparked a new trend among all platforms. Instagram in 2016 and Facebook in 2017 launched their own Stories feature- even using the same name.
TikTok: Most Unique Platform?
Before TikTok, Vine was notable for producing short six-second videos for all-things comedy, music, and lifestyle. Vine became a powerhouse for a short time because it wasn’t following trends- it made them. It welcomed and pushed creators to think outside the box within the platform’s limited functions.
Yet, this became Vine’s biggest downfall. In 2016, the team behind Vine announced the app will no longer run. The reason behind the app’s shutdown was the inability to keep up with its competitors and new features.
Similar to Vine, TikTok (formerly known as Musical.ly) launched in September 2017 and became one of the hottest apps on the planet. TikTok is still a growing platform and is proving to be a “trendsetting platform.” Not only does it encourage users to be authentic and entertaining, but it’s refreshing algorithm (e.g., “For You” page) allows a user to easily increase a fanbase. Its simplistic design makes it easier for users to keep watching and creating content straight from their smartphones.
TikTok 2.0
For YouTube, a creator’s subscribers, sponsors, and content dictates their success. In India, YouTube recently introduced YouTube Shorts-- a new video experience that lets users create short videos from the YouTube mobile app. If done well, Shorts will be launched across the globe in hopes of diverting attention towards YouTube. Most importantly, to draw attention away from TikTok.
YouTube and TikTok have a weird connection when it comes to creators. In the midst of COVID-19, Influencers like David Dobrik utilized TikTok in ways to easily create content and reach their fanbase. Creators like Charli D’Amelio and Addison Rae gained popularity through TikTok in a short amount of time. Creators as such proved that YouTube is not the only outlet for influencer marketing.
Monoculture in a New Form
As society has shifted towards diversity and inclusion, the digital world still practices monoculture. In a 2017 article written by Molly McHugh, she wrote that social media users can easily mistake a new app for a newly added feature. As McHugh described it, there is a sea of sameness that is being overtaken in the digital world. Smaller networks are prevented to grow because of a bigger network’s reach and accessibility.
While this is a setback for our current digital space, there is room for growth. This is an opportunity for change to happen. With this being noticed, there is a need for something different. I believe if users and creators took notice of this current cultural moment, the next biggest platform can arise from this.
What do you think? Share your thoughts below!