| Table of Contents |
| 1. What is BeReal? |
| 2. Global app success |
| 3. Photocopier in motion, or how BeReal inspires competition. |
| 4. Fashion or revolution? |
At Selectivv, we follow the latest trends, thanks to which we take full advantage of the marketing opportunities offered by digital reality. In the latest issue of Trend Analysis, we discuss the latest hit on the social media market - the BeReal application, whose formula is being copied by global giants.
One of the pillars of the popularity of Instagram and TikTok is the ability to edit images and clips using filters. The complex functions of reality processing fascinate, but for an ever-wider audience, current social media has ultimately got rid of the critical element - authenticity.
It is easy to understand why BeReal has become a hit in recent months. This French application not only does not allow photo editing but also independently selects a short time window to photograph our everyday life. BeReal eliminates the tools of creating digital reality, focusing on natural means of expression documenting the "here and now."
What is the time limit to complete the task? Two minutes - all our friends receive a notification at the same time. If for various reasons, we fail to fulfill the mission, BeReal will not fail to stigmatize us among friends with appropriate information.
To further emphasize the naturalism of the photos, the application simultaneously uses the front and rear cameras of the smartphone. Selfie in the office toilet? From now on, only in a package with a view of the "throne room."
Ascetic cuts also affected the sphere of interaction. Emojis have been replaced by… our own expressions, of course, photographed here and now. Only in one place did the creators lack consistency - they don't force us to write by hand, while still allowing us to use the keyboard when commenting.
Although the application was created two years ago, it was only in 2022 that it experienced its big moment.
According to Social Media Today, BeReal's global downloads have increased by 315% since January, becoming the fourth most downloaded social media app in the world. According to the latest data, the number of active users exceeds 10 million.
The concept, which is growing like weeds, has found its way onto the radars of the largest social media platforms. The current leader of the "chase group" has recently reacted to the increase in popularity of BeReal. Description of the new feature TikTok Now brzmi... znajomo.
During a recent presentation, a representative of the Chinese giant praised TikTok Now as a platform for exchanging photos compiling the view from the cameras, of course, at the time indicated by the application. The appearance of the interface quite shamelessly does not even try to hide the source of inspiration.
The grand premiere of TikTok took place shortly after ... a "groundbreaking" announcement from the Meta Instagram company. Lovers of this platform will gain the opportunity to use IG Candid Challanges - functionality that determines a random moment during the day to take and publish a selfie.
However, the Meta concern managed to overtake Snapchat, which implemented the dual camera mode even earlier. Compared to the competition, this idea may indeed be regarded as innovative. Unlike TikTok Now and IG Candid Challenges, Snapchat has not introduced "challenges" to take a photo at a time selected by the application!
Leaving aside the malice, the reaction of existing leaders seems logical - the same companies came to the top precisely by exploiting the gaps left by previous big shots. On the other hand, isn't the ubiquitous trend of copying and packing dozens of functions into applications the exact opposite of the BeReal philosophy?
Communication is constantly evolving towards more and more interactive, engaging messages. The minimalist form of the French application will have to turn the Loire River (and several other world rivers) around with a stick to establish itself not as a tool of opposition but as a genuine utilitarian added value.
Regardless of the future, the task of communication and marketing creators is also to capture the spirit of the present. The BeReal application itself is currently free of advertising solutions. Still, the trend it spawned may inspire media products targeted at Gen Z. Will BeReal turn out to be a seasonal curiosity, or maybe it will stay with us for longer? If the app remains seen mainly as a "rebellion" against overloaded behemoths, it will probably die out as quickly as it was created.
