BeReal’s user base has grown by 315% since January, promising an authentic social media experience. But in a crowded digital environment, can this new type of network have an impact?
While the generation who has grown up with TikTok and Instagram might be seen to be addicted to fame and a good selfie, the rapid rise of another kind of social media app suggests they want something entirely different from the platforms: a regular reflection of the mundane realities of daily life. No filters, no effects, and no fakes.
BeReal is the latest app to attract the attention of young people. Ben Jefferson, 23 , and Tom Dunbabin, 23, are keen users.It might sound boring, but its purpose has clearly hit a nerve with Generation Z. Data from consumer analytics research group data.ai says the app has reached around 5 million downloads since its creation in January 2020. But the vast majority of these new users have appeared since the beginning of the year: its user base has increased 315 per cent since January.
BeReal sends a notification at a random time each day, giving users two minutes to take a photo of what they’re up to.Dunbabin’s “boring” experience is what the creators of the app would be attempting to emphasise, suggests Dr Brad Ridout, a behavioural psychologist and deputy chair of the Cybersecurity Research Group at Sydney University.
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