Why Generation Z Loves BeReal
BeReal is an emerging social media app that is taking the digital world by storm. Founded by Alexis Barreyat and Kevin Perreau in 2020, BeReal’s international user base has grown exponentially over the past two years. BeReal showcases “real” life - not “perfect” images and videos often associated with modern social media content. This unfiltered, unedited content is unique, as it offers users a glimpse into people’s real lives vs. the highlight reel traditionally associated with popular social media apps.
BeReal reported 10,000 daily active users in 2021 and 15 million daily active users in 2022. This surge in popularity indicates explosive growth in the highly saturated market of social media apps - many of which also offer “alternative” user experiences to the Meta suite of social media offerings. BeReal raised $30 million in venture capital funding with the goal of scaling the social media startup to 100 million users. In July of 2022, BeReal ranked Number One on Apple store app downloads.
BeReal’s Rapid Rise to Social Media Popularity
BeReal has seen rapid growth worldwide, with most of its users concentrated in Generation Z. This generation - born between 1997 and 2010 - has flocked to BeReal, drawn by its siren call to “be real” in a digital world of heavily edited, curated content. In an age where authentic content is rare, BeReal has a competitive advantage over traditional social media platforms. To support its growth goals, BeReal strategically launched a campus ambassador program - the BeReal College Team - which has greatly assisted the app’s widespread success across U.S. college campuses. This type of digitally facilitated “word-of-mouth” influencer outreach has been a successful component of BeReal’s Gen Z marketing strategy.
BeReal’s Unique Social Media User Experience
While other popular social media apps, such as Instagram, peaked in the era of heavily filtered, glamorized “look-at-my-awesome-life” social media trends, BeReal offers an alternative. Instead of incentivizing users to post curated versions of their life, BeReal focuses on supporting users’ ability to deliver authentic snapshots into their everyday life - hence the brand “BeReal.” At present, BeReal notifies users at a random time each day to post a photo of what they are doing at the moment. Users have a two-minute time block to share content from their “real” life - unedited versions from their actual perspective.
BeReal describes its unique user experience as: “No filters. No followers. Just friends, sharing with each other.” The driving concept behind BeReal’s unique features is that the more “authentic” social media content that’s shared, the more people learn about their friends' lives and are better able to connect with them. While other social media apps have been accused of driving relationships apart and replacing in-person connections, BeReal appears to have approached the user experience from the angle of strengthening and improving “real” relationships through social media content and connections.
Why Generation Z Loves BeReal
Members of Generation Z are true “digital natives.” Many Gen Zers had an extensive digital footprint before they owned a smartphone, as their parents had meticulously documented and shared their lives via social media. Depending on when they were born, many Gen Zers have no recollection of a world without social media. This earlier exposure to technology has likely influenced Gen Zers’ views around social media content, desired app features, and user preferences. Social media apps that are popular with Baby Boomers, Gen Xers, and Millennials are failing the capture the elusive attention of Gen Zers.
Growing up in a world saturated with nonstop digital content has left many Gen Zers prioritizing a digital experience that’s different from that desired by older generations. For example, Gen Zers are noted to have greater concerns regarding user privacy than their Millennial predecessors. Additionally, they prefer authentic social media content over the typical highly-edited content offering a “highlight reel” of someone’s life. Gen Zers recognize that everything they see online may not be an accurate depiction of real life, and, they look for social media platforms, such as BeReal, that support their need for authenticity.
More established popular social media platforms such as Instagram and Facebook flourished when the majority of social media users were trying to post “perfection.” Gen Zers watched as Baby Boomers, Gen Xers, and Millennials chased “Likes” and were sucked into the gamified gratification loop of social media. What started out as a meaningless pastime has emerged into an engulfing time suck, as the average adult spends over two hours every day scrolling on social media. Excessive social media consumption has been noted to result in negative health outcomes.
The Future of Gen Z-friendly Social Media
Generation Z is changing social media. This generation is not patronizing their parent’s social media apps; instead, they are looking for alternative platforms that jive with their values and needs. Gen Zer’s patronage of BeReal may indicate a shift in attitudes toward social media. This generation of digital natives may be re-evaluating the role social media plays in their lives. Their unique social media feature priorities may indicate a shift in the usage of social media. BeReal’s “authentic” experience offers Gen Zers an option to strengthen relationship connections, without the negative effects of constantly scrolling through curated content.
The “be real” online contagion seems to be spreading, as Instagram recently announced a copycat feature to BeReal’s user experience - Candid. Will Meta-owned social media apps be able to implement authenticity-focused app features that appeal to Gen Z users in a way that outpaces BeReal’s growing popularity? Or will Gen Z social media users see right through Meta’s attempts at cornering the market and remain true to the original authenticity-driven platform - BeReal?
Learn more about Generation Z and Social Media
Becker Digital specializes in generational marketing campaigns and digital strategies. We help mission-driven organizations connect with Generation Z on- and offline. Our team of experienced consultants specializes in bridging digital divides and engaging diverse audiences. Contact us today to discuss your organization’s mission and goals.
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