While you weren't looking, Facebook hit Snap where it hurts most

In between apologizing for Cambridge Analytica and giving his new favorite stump speech in support of Facebook, Mark Zuckerberg somehow managed to squeeze in the fact that his company is still hell-bent on hitting Snapchat where it hurts.

And, if what we learned at F8 is any indication, Facebook's efforts to beat Snapchat at its own game are going even better than we thought. Particularly when it comes to Stories, a feature once unique to Snapchat, Facebook has proved that copying is paying off in ways even it didn't imagine.

Here's whats coming up:

• Third-party app integrations are coming to Instagram Stories, beginning with Spotify and GoPro

• Instagram is also monetizing Instagram Stories in a new way by allowing brands to build custom augmented reality features

• WhatsApp Status, its version of Stories, now has 450 million daily users (all of Snapchat has 191 million, per yesterday's earnings)

• Messenger is also monetizing augmented reality for brands with a feature that resembles

Meanwhile, this appears to be hurting Snap more than ever. The company's stock tanked Tuesday after it reported worse than expected revenue and user growth stats (largely due to its still very-hated redesign). But, Stories was hurting even before its redesign, and for that it has Facebook to thank.