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Are We About to See the Rise of the Anti-Social Media? [Yes]
Vishal Rupani
Building Sprect | Ex Co-founder, mCanvas / VP, Affinity | Ex Directi | 40 under 40 | LinkedIn CAP 2022 | Digital Advertising | Marketing | Product Management | Teacher
Teenagers and youth are the key segments targeted by large social media companies to fuel current and future growth. But as fatigue sets in due to the overwhelming noise — this demographic seems to be running away. Besides, there is increased realisation that filters and photo manipulations are making young folks delusional.
They want to keep it real. And they are crying for privacy and security.
An enterprising new kid (read: startup) on the block heard their cries.
Enter BeReal.
BeReal is a Social Media App that’s also not a Social Media App.
No Filters
No Photo Edits
No Gallery Uploads
No Feeds
No Scrolling
No Posting When You Like
No Multiple Posts
No Algorithms
No Followers
No Ads (yet)
Recommended by LinkedIn
Then how the heck is BeReal a Social Media App?
BeReal is a simple photo sharing app that allows you to share your real life in photo with friends - only once a day. At a different time everyday, the app sends the notifications to all its users. Within 2 minutes of receiving the notification you have to open the app, take a photo and share with friends.
It simultaneously activates the front and back camera and captures your face and what you are seeing. You can’t edit the photo you have taken. That’s how BeReal keeps it real.
Once you share, you can see what your friends have posted. You can comment or react with emojis.
If you post beyond the standard allotted time of two minutes, the app makes you feel a little guilty. It sends out a notification about your post to your friends but tags it as “late” and shows them how late you posted.
Why are teens loving the app?
BeReal’s tagline says 'Your Friends for Real' — and that’s exactly what it does. It provides a an authentic social media experience.
There is no pressure to create content, get likes or comments on others' posts. The ‘once-a-day' keeps it light. Remember Wordle?
How is it performing?
Data.ai suggests that BeReal has 10M lifetime downloads; Apptopia suggest its DAU is ~3M. They launched in France in early 2020 and have scaled rapidly. While it’s too early to tell whether this format will be the trend going ahead, early adopters seem to appreciate the limitations of the app.
BeReal’s competitors have some of the deepest pockets in the world. But that did not deter its founder, Alexis Barreyat, from taking a shot at creating a new kind of social media app.
BeReal is valued at $600M as per one report and has Accel, a16z & DST on its CapTable.
More power to Alexis!
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Digital Marketing | Project Management
2yThis is a really interesting space to be in. I wonder how the users will engage with this app in the long run, as many would still have FOMO in their minds.
Founder and CEO at MadHawks
2yAnti-Social , sounds interesting
Chief Growth & Strategy Officer at Match My [Talent] | Growth Strategies | Product Strategies | Fund Raise |
2yInteresting Vishal Rupani