Instagram is a photo and video sharing app owned by Facebook. Throughout its rise in popularity, there have been many developments surrounding the social media world itself and how users can find profit in internet fame.

It is hard to forget the revolutionary imprint that the social video sharing app, Vine, left on internet culture. In 2013, various social media threads were flooded with short, comical, six-second Vine videos that seemed to inadvertently define a new age of internet humor, trends, and celebrity.

Among the media news coverage inflicted upon viewers every day, which usually involves headlines pertaining to various global disasters or conflicting world leaders, one subject has seemed to recently rise above the rest: vaping.

It seems that among the neverending social issues that cloud headlines and various timelines, the subject of Juuling has caught everyone’s attention. For those who are completely out of the loop and are wondering what a “Juul” is, Juul started off as a more discrete and portable electronic cigarette (or vape) product to help people quit smoking cigarettes.

In this modern age of social media, users have obtained a slight obsession over the idea of something new to play with and share on. Nowadays, if a social is not providing that mysterious thing that everyone is craving, users—specifically younger users—are quick to move onto the next big thing.

We could very well be witnessing the beginning of the end of the dominance that Facebook has had on social media now for over a decade.