Over the years social media has been generally used as a highlight reel for someone’s life. You know the type of content. It’s overly art directed shots of picture perfect rooms with no mess to be seen. It’s impossibly perfect families, perfect haircuts and perfect moments.
Life isn’t like that. Life is awesomely imperfect, reality doesn’t allow for a second take and that’s what the latest social media player wants to highlight.
BeReal is social media but not as you know it. While Instagram and the like tend to show life’s highlights BeReal is positioning itself as an alternative, capturing life’s authentic moments. Your hair isn’t always perfect, your family isn’t always well behaved and the food you prepare isn’t always brilliant.
Once per day, BeReal simultaneously notifies all users that a two-minute window to post is open. It asks users to create a post which, using mandatory simultaneous photos from both the front and back cameras, provides a visual depiction of what they are doing in that moment. The given window varies from day to day, and is not previously known to users before the notification is received.
Brands are yet to totally embrace the platform. This is understandable as brands are the kings of curating their image. When a brand comes with a style guide its ability to create spontaneous content in a two minute window becomes seriously limited. Brands that embrace the reality of life, the messes and the chaos may be the ones that find BeReal is great for their message.
Is BeReal here to stay? Will it trouble the social media titans like Instagram, Facebook and Twitter? It’s hard to tell at the moment. BeReal has been around since 2020 but it’s only really gained momentum this year. Are people ready to embrace imperfection and show their authentic selves? Are brands? Watch this space.Write a comment