In our tech savvy world, there’s no lack of innovative ideas. It’s not an easy task to impress people unless you are John Hanke, a Pokemon Go’s creator. But when it happens that your idea becomes viral, the most difficult task is not to reply to the million comments of your fans. What’s next matters the most. To remain popular and retain people’s attention you have to ‘feed’ your audience with the new cool features of your product. And in this article, we’ll talk about such well-known apps as Instagram and Snapchat in the context of the latest Instagram upgrade with Snapchat-like ‘Stories’ format. From this August Instagram users, as Snapchat ones are able to post photos or videos that would disappear in 24 hours. But how it’s possible that one app can easily copy the feature of another popular product and use it for its own sake?