Snapchat is starting to look a bit weathered. The seismic boom the company enjoyed a few years ago seems to be wearing off, as other social media platforms *cough-FACEBOOK-cough* have moved in, taking advantage of how they got popular to steal their users. Most recently, Instagram announced that it has more active users of its Stories feature than Snapchat, and now, they’ve come back for a second bite of the apple.

As of today, Instagram Stories allow you to add filters to your face using augmented reality, a strikingly similar feature that was a driving force behind Snapchat’s rise to success. The selection is a bit bland, but doubtless that more will come in the future. But that’s not to say it won’t take some time before Instagram can truly compete; Snapchat’s selection has grown quite expansive, and Instagram is only just now starting to offer face filters.

It’s no secret that Instagram and Snapchat have gone back and forth for a while, but Snapchat needs to make some serious alterations. The app has lots to offer, but everything that made the app different when it launched is now being used against it by other platforms.

Snapchat came out of nowhere in 2014 and has since enjoyed as much as 17 percent growth each quarter, consistently drawing in new, young audiences. The app is still showing signs of growth, currently gearing up for live, perishable content streamed directly through its platform, but profits are starting to show losses. Even its recent launch of its IPO is being called a “huge flop.” 

Surely Snapchat has its work cut out for it trying to compete with the dynamic duo of Facebook and Instagram, two of the largest social media sites on the internet. Yet they managed to stay ahead of the curve before, so it will be interesting to see if they can do it again.

[via The Verge]