Facebook is introducing a new feature to its main app, called Facebook Stories, which will allow users to post pictures and videos that disappear after 24 hours.
If that sounds familiar, it is because the same feature already exists on its picture-sharing network Instagram and rival social network Snapchat.
Instagram CEO Kevin Systrom admitted to a room of journalists last year when the Instagram version of the product was launched, that Snapchat deserves all the credit, as reported by TechCrunch.
He said sometimes tech companies are innovators and sometimes firms adopt others' formats and put their own spin on it. Copying Snapchat was a hit for Instagram, which saw viewing of its Stories soar to 150 million in five months.
Now Facebook wants in on the action. The Facebook Stories will appear in a bar above users' newsfeeds, similar to how it works in Instagram. The feature allows users to share multiple pictures and videos with their friends. Text or drawing tools can be used to add context to the media.
Users click on profiles in the bar to view the photos and video in slideshow format. All comments on Facebook Stories are sent to the creator privately.
Facebook Stories also offers face-altering filters and overlays, which Instagram does not, but Snapchat does (and made popular).
Testing will initially start in Ireland on both Android and iOS. The company hopes to launch the feature worldwide in the next few months.
Facebook said in a statement that the new feature arose out of people's changing media consumption habits.
"Facebook has long been the place to share with friends and family, but the way that people share is changing in significant ways. The way people share today is different to five or even two years ago ? it's much more visual, with more photos and videos than ever before. We want to make it fast and fun for people to share creative and expressive photos and videos with whoever they want, whenever they want," the company explained.
It is not yet clear if users will be able to share the same stories to both Instagram and Facebook, or if they will have to double up.
Share