Snapchat has emerged as a huge threat to Facebook in recent years. So much so that Mark Zuckerberg tried to acquire them, but they turned him down and are heading for their own IPO next year.
Since being spurned, Facebook has taken the only other route available to them and started copying every feature that makes Snapchat what it is.
First came the Instagram clone, then Whatsapp started doing the same (both apps are owned by Facebook), and now Facebook itself is rolling out a huge copy of Snapchat within their main app.
While we knew this was coming, today we've started seeing it in the wild. Here's what it looks like...
As Zuckerberg himself has said recently: "The camera is the composer".
What that means is that people are sharing less written status updates and are creating videos and all sorts of other rich media.
This is, of course, a massive move for Facebook and one which will drastically change the in-app experience but judging by how quickly people have embraced the same functionality on Instagram, this might just be a success.
It's just a shame that all apps now seem to be cloning each other, meaning they're all starting to look the same.
With most things on social, however, in the end Facebook usually win.