‘BeReal’ captures the moment

BeReal is the latest trending social photo sharing app to quickly rise up the download charts. BeReal’s focus on spontaneity, authenticity, and transparency has drawn an influx of Gen Z users from across the globe. Similar to the early days of TikTok, the app’s authentic and spontaneous nature is gaining attention from a younger demographic audience with word of mouth across college and university campuses driving the take up.

It’s French, launched two years ago by Alexis Barreyat but started making waves this year with downloads increasing by 315% since the start of 2022. It’s hit 7.4million downloads with around 2.93 million daily active users, according to Apptopia. 

BeReal focuses on a 2min slice of real life with users being sent a once a day notification, at a random time, to literally, ‘BeReal’. Users have two minutes to take a photo — with both the front and back cameras, simultaneously — of whatever they are doing at that moment. No filters, no effects, just the reality of the moment. Find out more about it in this great overview on the Vamp blog.

The market is now watching to see if this triggers new functionality on the other social platforms in the fight continues to attract and keep the young users.