Cracks are appearing between social networks as they jostle for superiority, with photo-sharing app Instagram now ceasing to work cross-platform with micro-blogging service Twitter.

Instagram, of course, is a subsidiary of Facebook following a billion-dollar takeover, and how much that has played into the mind of Twitter executives in a battle for unique and dedicated users probably made this an easier pill to swallow - much to the disappointment of millions worldwide.

Until now, if someone posted a photo on Instagram and also shared it with their Twitter followers, a click on the “View Photo” link on Twitter’s site would summon it right on the same page. With this policy change, Instagram's media will lead to its external site, as opposed to embedding the imagery. Twitter previously disabled the Instagram app's ability to link with its users, and it seems the photo-sharer has struck back.

Twitter responded to the confusion with this post - titled: "Instagram photo-rendering issue" - on their blog:

Users are experiencing issues with viewing Instagram photos on Twitter. Issues include cropped images. This is due to Instagram disabling its Twitter cards integration, and as a result, photos are being displayed using a pre-cards experience. So, when users click on Tweets with an Instagram link, photos appear cropped.

Speaking at the LeWeb conference in Paris, Instagram CEO Kevin Systrom provided a few choice soundbites to explain the conflict.

"We’ve decided that right now, what makes sense, is to direct our users to the Instagram website. We will always be integrated with Twitter in a way that you can tweet out from Instagram to Twitter. Obviously things change as a company evolves."

Social networks are evolving. Facebook is offering its users a say in its policy-making, whilst its crown-jewel acquisition breaks ties with its main rival. As Twitter grows and seeks to position itself as a media brand in its own right, it seems third-party programs and apps must adopt a "with us or against us" mentality.