Facebook please stop trying to be Snapchat.

Just stop.

For the last year or so, almost every time someone comes up to my desk after a major Facebook update to ask my feelings I have the same response. “Snapchat has been doing that for a while now.” With the most recent update, Facebook added a brand new update Instagram Stories. Now Instagram users have the ability to stitch multiple short moments together, draw on images and all reactions and conversations about the story are private. Sound familiar?

Before we can jump into the core issue at hand, I believe that it is important to provide some history on Facebook trying to be Snapchat to provide a little more context.

· 2012 — Facebook unveils a new app that sends disappearing messages, photos and videos called Poke. It failed hard.

· 2013 — Facebook tries to buy Snapchat for $3 billion. Evan Spigel laughed.

· 2014 — Facebook tries again with a disappearing message app Slingshot. It failed super hard. Like “removed from the App Store after three months” failed.

· 2015 — Facebook updates where users can now draw and add emojis to photos.

· 2015 — Facebook privately tests messages that “disappear” in an hour.

· 2016 — Facebook buys MSQRD, a company that creates selfie lenses for users to provide an augmented reality experience.

· 2016 — Facebook launches Messenger Codes that allow users to use a customized code to be easily added.

In recapping all of that I had two major takeaways — wow how has it already been almost 4 years since I stated using Snapchat and man Facebook really wants to be Snapchat. The more Facebook blatantly copies Snapchat with acquisitions and updates the more out of touch with the younger users they seem. For a company that once prided itself on innovation, as of late it is much more playing the role of the aging guy desperately trying to still fit in with the young cool kids.

As brands, parents and grandparents realized that Facebook was the place to be and flocked there, the younger users frantically looked for alternatives. They went to Snapchat, which had a bad rap, and Instagram, which is safer and now starting to be full of brands, parents and grandparents. As Snapchat was able to shift its user base, Facebook reacted to the market and made an update that could help make Instagram more like Snapchat.

I have been concerned with where Instagram was heading, as I felt that they were in a weird middle with users and making odd and unnecessary updates to keep up. With the large user base, including A LOT of brands scared to get on Snapchat, there is a strong chance that Stories becomes a success. The layout is easy to use and the UX is nice and encourages engagement. I just want Facebook to come up with some innovation on its own. It has been too long.