How did BeReal become a Social Media Craze?

In the age of social media, netizens are constantly obsessing over new applications and BeReal has emerged as the latest trend.

There’s no doubt that BeReal has captured the interests of millennials and Gen Z with many taking the app very seriously.

Although the app does not offer anything new in technological advances, it has users hooked.

With a description that states, “A new and unique way to discover who your friends really are in their daily life”, there is a clear premonition that this app offers a breath of fresh air to the social media world.

Amassing over 10 million downloads globally, DESIblitz looks at what makes this new app so sensational and addictive to social media users.

What is BeReal?

BeReal is an app dedicated to posting photos within a two-minute time frame, to capture what users are doing in their daily lives.

The French social media app was developed in 2019 by Alexis Barreyat and Kevin Perreau, who later released the app in 2020.

It works by sending its users a notification saying, “It’s time to BeReal”, informing them it’s time to capture a photo.

Once the notification has been sent users will have two minutes to upload a post.

BeReal operates using dual camera mode, which captures photos with the phone’s front and rear cameras to seize the exact moment in a user’s life.

Once moments have been captured, the BeReal network, which may include friends or family users have added, are able to react to the posts using RealMojis.

RealMojis are a key feature of the social aspect of the app as they allow users to offer real-time reactions using selfies that mimic emoji reactions.

Why is it so Popular?

BeReal encourages users to showcase themselves in a more authentic light, save memories, connect with peers and embrace spontaneity, all of which are features that have captivated netizens.

Speaking to 21-year-old English Literature student and avid BeReal user Erin Fox, she says:

“The reason why I love BeReal is simply because it captures a memory from every single day.

“It doesn’t matter what you’re doing or whether you are doing something exciting, you still have a snippet of your everyday life to look back on and remember.”

Although BeReal posts are removed from the timeline once new ones are uploaded, people like Erin are clearly fond of the app’s ability to store past BeReals through the memories feature.

The memory aspect of the app allows users to view past BeReals in a calendar format which is only visible to them, a feature that makes the app more personal.

Netizens have also been a fan of the community aspect of the app as it allows them to feel more connected to their peers’ lives.

When asked about BeReal, 20-year-old university student Grace Brenton said:

“I enjoy seeing what my friends are up to each day as it provides an interesting insight into our daily lives.”

The sentiment shared by Grace clearly reinforces the app’s emphasis on connecting with friends rather than gaining followers as other social media apps tend to do so.

The app is not about fame.

Whilst apps like Instagram and Twitter promote unhealthy obsessions with followers and likes, BeReal does not.

Clearly, the authenticity and realness promoted by the app have satisfied cravings for a quick and genuine social media platform, one that doesn’t promote competition or has you scrolling on social media for hours.

Is the App truly Authentic?

Though the app has been marketed as a ‘real’ social media app, there have been mixed reactions regarding its authenticity.

Unlike other apps like Snapchat and Instagram, BeReal does not have any filters and urges you to post a photo in the moment.

Therefore, its authentic nature predominantly stems from the posting of unfiltered and ‘real’ pictures of people’s lives, an aspect that netizens crave.

BeReal user and 22-year-old sound engineer Deepali Mistry says:

“It allows me to only use social media for a selected amount of time whilst getting updates of what my closest family and friends are doing without the glam or posed pictures.”

Deepali describes posting pictures “without the glam”, lending to the app’s unique nature of being authentic as it creates a safe space and window to the real world.

Although the app’s promotion of togetherness and authenticity is applauded, users could easily prolong the moment they posted their BeReal.

Though it is understandable that users may not always be available at the time when BeReal goes off, it is ironic that a BeReal moment can then be deemed as inauthentic.

For example, if a user had seen the BeReal notification go off but waited to take their photo until they were doing an exciting activity, the concept of realness in the app is therefore futile.

This then begs the question of whether there is pressure to pretend you’re doing something exciting when posting on the app.

While authenticity is an admirable focus to have on social media, the desire to be completely authentic online may come as a difficulty for netizens especially when previous social media apps have conditioned us to see lives through a filtered lens.

The question yet to be answered is whether the marketed authenticity of the app has a sustainable future.

Problems with BeReal

Though it has been a great hit among Gen Z and Millennials, not everyone is as enthusiastic about BeReal, with users and non-users of the app having unearthed certain issues.

On why she has not downloaded BeReal, 25-year-old analytical account manager Aashika Mistry says:

“It’s just another social media platform that I am not sure appeals to the masses.”

Aashika’s sentiment is proven true when speaking to individuals outside of the Gen Z and Millennial demographic.

Some individuals aren’t even aware of the app’s existence, nor do they care for it, believing it to be pointless.

Fifty-five-year-old Umesh Mistry admits:

“Who is the app even for? It’s not crossed my radar as I have never even heard of such an app before.”

These issues do not just lie with non-BeReal users. Netizens using the app have also commented on the short-lived nature of its excitement.

Having downloaded BeReal during its popularity surge in the summer of 2022, 21-year-old Arjun Mistry said:

“At first it was fun to do because it was new and exciting but now it just feels like a chore to post every day.”

Arjun’s opinion indicates that the novelty of the app may well be wearing off. Whilst it may appear at first to be exciting, this feeling is fleeting regarding the app’s primary role.

Like many social media apps, there is noticeable pressure that comes with being a netizen and showing off personal moments of their lives.

While the app seems to thrive in a university or similar setting as students are constantly capturing moments from their lives, it can simultaneously be a hassle for those who don’t have two minutes of the day to capture or feel their lives can be dull in comparison.

Despite these minor flaws, the app seems here for the stay, joining the ranks of Instagram and Snapchat that have succeeded in longevity.

Its purpose has been up for debate but it seems for now that the app will continue to make its mark as the latest social media sensation.

BeReal captures both the excitement and mundaneness of life.

It has succeeded in promoting relatability and togetherness, especially among younger generations.

Simply put, the app has ushered in a new era of social media, one that draws focus away from the performative aspects of typical social media apps.

This is something to be revered despite the questions surrounding its permanence.