In terms of social media, the level of expectancy has changed from users expecting a simple photo or video on a platform such as Instagram, to 3D technology like the A1array (“The A-1 Array is a multi-camera system that captures single moments in time and creates three-dimensional animations for instant sharing”), and cinematography taking the places of the traditional image post. Cinemagraphs are also a newer part of technology that as disrupted the way that we view photogrpahy and social media. Companies like Fixel are bringing new features to the media realm which are also disrupting marketing and advertising.
In regards to the innovators dilemma, I think it started off with how to make social media more engaging. Then given the existing technology, (Boomerang, regular video, and even the inspiring moving photos from Harry Potter), innovators came up with the above items.