A few days ago Ev Williams, one of the cofounders of Twitter and the CEO of Medium said the future of media lies in platforms like Twitter, Facebook, and Medium. “There’s going to be a convergence of distribution points for media,” Williams said. “And it’s going to make less and less sense to publish on the Web.”

Of course social media giant founders like Williams and Mark Zuckerberg, founder of Facebook, would like to see this convergence happen, as it would greatly benefit their platforms.

Facebook has been aggressive in this convergence strategy from their acquisitions of other platforms like Instagram to their consistent roll out of new features such as the recent interest-specific News Feeds. Facebook is testing this new feature, which allows people to customize their feeds by categorized topics and sub-categories. The goal? To get users to stay on Facebook for longer periods of time and engaged with their customized news feeds.