In our 2021 version of Connecting the dots, our annual developments forecasting report, we predicted social media tradition would transfer from being outlined by “glamor, luxurious, and ambiguity” to “spontaneity and realness”.
However even we didn’t see BeReal coming.
Based in January 2020, and catching fireplace on school campuses from the start of 2022 onwards, it’s turn into the buzziest app round.
However what precisely is it? And does it actually signify a brand new form of social media?
Right here’s what we’ve realized from the world’s first complete examine into BeReal customers.
1. BeReal is a Gen Z hangout
4% of shoppers in France, the UK, and the USA have used BeReal at the very least as soon as, rising to 12% amongst Gen Z.
To place that in context, that’s across the similar variety of Gen Zers who use Tumblr or Telegram.
The overwhelming majority of shoppers (76%), although, haven’t even heard of it. So what’s a BeReal, anyway?
For many who don’t know, it’s a social media app the place customers get a notification to publish a photograph throughout the identical two-minute window every day. However they don’t know what time that’ll be till it occurs. It may very well be once they’re making breakfast, at work, or on an evening out.
This Saturday Night time Reside skit helps clarify.
Because of this new system of posting, BeReal is eager to point out that it presents a extra – nicely, actual model of social media. Within the phrases of its App Retailer itemizing:
“BeReal gained’t make you well-known. If you wish to turn into an influencer you may keep on TikTok and Instagram.”
It additionally says: “BeReal is life, Actual life, and this life is with out filters. BeReal doesn’t care when you’ve got tens of millions of followers or in case you’re verified.”
However how genuine is it actually? And the way a lot do its customers care about authenticity within the first place?
2. It’s about enjoyable, mates, and FOMO
In September this yr we carried out the primary correct examine into BeReal customers, letting us see precisely why individuals use the app. And due to our recontact methodology, we may additionally layer it with 1000’s of current information factors to get unparalleled perception into who BeReal customers really are.
The standout discovering? Extra genuine content material was solely the sixth hottest motive customers go surfing. Not many BeReal customers are bothered in regards to the lack of filters or adverts both.
They care extra about usability. The actual fact it’s easy-to-use (and enjoyable) exhibits how nicely BeReal has minimize by way of the noise by having one clear characteristic. This does make it simple to duplicate, as different apps have already begun doing. However it additionally exhibits the place current apps could be challenged, once they have so many options that they’ve a much less well-defined core function.
Having the ability to see what mates are as much as is one other massive promoting level.
Tech and tradition author Rex Woodbury has talked about how social media is transferring in two reverse instructions, one towards speaking to shut mates, and one other towards interacting with strangers. BeReal has proven there’s nonetheless a niche out there for the previous, casually checking in with what mates are doing.
So authenticity isn’t the defining characteristic of the app. And if we have a look at its customers in additional element, we are able to see why that may be.
3. BeReal customers don’t care about authenticity
Like nearly all viral social media apps, BeReal first grew on school campuses, helped by a paid ambassador program.
Younger individuals have modified a good bit over the previous decade. Amongst different issues, they’re now extra acutely aware of the time they spend on-line and social media particularly. However they nonetheless have a really totally different set of pursuits and values in comparison with the overall inhabitants. Self-image tends to be rather more necessary to them – and authenticity much less so.
In comparison with the common shopper in France, the UK, and the USA, BeReal customers are:
2.7x extra prone to say standing out in a crowd is necessary to them2.1x extra prone to describe themselves as fashion-conscious2.3x extra prone to need manufacturers assist them enhance their image2.5x extra prone to need manufacturers to be unique
This provides us a fairly good image of what actually issues to them.
BeReal customers are additionally much less prone to need manufacturers to be genuine than the common shopper.
All social media apps have their very own distinctive tradition, and there’s already some pressure creating between BeReal customers who publish late in a extra flattering setting, and those that really feel that’s not within the spirit of the app.
This has occurred earlier than. There was the same dynamic when “picture dumps” took off on Instagram by way of 2020. The format turned very talked-about, and was utilized by distinguished celebrities, regardless that many felt they have been too excellent of their imperfections.
However that didn’t cease picture dumps changing into extra curated.
4. Like different viral apps, it feels unique
For an viewers serious about exclusivity, standing out, and being plugged into new developments, simply having the app alerts some form of standing. The content material they publish on it might need a special really feel to different social platforms, however the backside line is, in case you’re the form of one that’s serious about trending apps, you in all probability additionally care what individuals take into consideration you.
We’ve seen this earlier than with different social apps, generally accidentally. When it first broke out Clubhouse required an invitation to hitch, whereas Snapchat was initially iOS-only. Each added to the thrill round them of their early days, and gave those who had the app a sense of insider standing, even when it wasn’t totally supposed.
One thing usually missed within the dialogue round BeReal is that it doesn’t exist in a vacuum.
Individuals who go surfing to the app are lively on different social platforms, and BeReal posts could be shared throughout to them.
So whereas many posts may be comparatively mundane, and restricted to an instantaneous viewers of mates, the very best ones could be placed on platforms with larger attain.
You possibly can see this with the Twitter account @bestbereals, which has over 800,000 followers on the time of writing, and posts the wildest, funniest, or most attention-grabbing posts from BeReal. Related posts go viral on TikTok too.
5. It’s about sharing photographs, not pictures
We are able to study much more about BeReal by evaluating its present person base to the early adopters of Snapchat and Instagram.
Let’s have a look at Instagram customers in 2014, and Snapchat customers in 2015, and see how they examine to BeReal customers in 2022.
All of them have many issues in frequent. Primarily, all three teams:
Are serious about know-how and on-line servicesLike to face out and check out new thingsTalk about vogue onlineDiscover manufacturers by way of celebrities and influencers
There are one or two actually intriguing variations although. BeReal customers are much less serious about pictures. So whereas they may nonetheless be extra serious about being unique and curated, it could come from a special aesthetic, or not from aesthetics in any respect.
Probably the most-liked tweet from @bestbereals on the time of writing is a publish by hashoomblivin, which exhibits them taking a look at a crashed automotive (presumably their very own).
Probably the most distinctive curiosity BeReal customers have in comparison with the overall inhabitants is journey/excessive sports activities.
And that’s extra related than you would possibly assume. One of many screenshots in BeReal’s App Retailer itemizing is of somebody posting whereas they’re snowboarding, its description references crashing bikes, and one of many app’s founders used to work for GoPro. So if a hierarchy of profitable BeReal posts does develop, it gained’t be about who appears the nicest, however who results in the wildest state of affairs.
It gained’t be about who has the best-looking face, however who has the best-looking day.
6. Manufacturers might make it really feel much more unique
BeReal’s distinctive two minute time window for posting has two results. One is prompting individuals to (principally) share content material that’s unrehearsed and imperfect, with out time to organize the right shot.
However its unpredictability additionally brings it near the “drop” tradition that’s taken maintain in vogue in the previous couple of years. So regardless that the time window is designed to provide a extra genuine view into customers’ lives, interacting with a model might lean the alternative approach.
Having a restricted time window makes it simpler to create experiences with a way of exclusivity, the place in case you don’t see them in time, you miss out.
Manufacturers are nonetheless dipping their toes into the platform, and promoting is at the moment banned, however Chipotle’s early success (reportedly maxing out its follower depend) makes it value learning.
Specifically, the QSR model’s gambit of providing a restricted variety of vouchers when posting might supply a clue as to what future model engagements may appear like – utilizing that point window to create a way of urgency and FOMO.
The opposite mannequin for model engagement is nearer to Discord. BeReal customers are 4 instances extra prone to say they purchase merchandise to entry the group round them. So it’d be an appropriate place for manufacturers to nurture shut relationships with their most devoted clients and followers. That is the form of strategy e.l.f Magnificence has experimented with, providing sneak peeks behind the scenes. This might leverage the platform’s RealMoji characteristic, the place customers react to posts with a picture of their very own face.
7. The longer term’s unclear, however manufacturers should be introduced in sooner or later
It’s all the time tough to inform which social apps will keep the course. The final decade has seen many apps get hyped earlier than really fizzling out. BeReal isn’t even the primary to be outlined by a twin digicam characteristic – Frontback first tried it out within the mid-2010s.
Plus, BeReal is initially of its journey – any platform’s tradition modifications as extra customers get on board, as broader circles of mates and relations be a part of the early adopters. And sooner or later the app’s homeowners must determine tips on how to monetize it, which can trigger one other form of vibe shift.
However above all it’s necessary to recollect virtually all social apps that enter the zeitgeist are utilized by the identical group of individuals: trendsetting younger individuals who need to stand out, burnish their self-image, and be a part of unique teams. BeReal is not any exception.
If the BeReal person base grows, a hierarchy of content material will emerge – even amongst shut mates – which can be much less about aesthetics, however rewards those that are seen to be residing their greatest life.
