BeReal, the new fashion app for young generation Z and the keys to its success

BeReal, the new fashion app for young generation Z and the keys to its success

Enter for Be real it’s a different experience. Contrary to what happens in other social networksin this new application some selfie tanned faces, few perfect breakfasts, few dream trips. Here we meet messy, intimate and banal imagessuch as a half-eaten burger, a computer keyboard, or someone brushing their teeth.

“Not your typical social network”. This is how BeReal presents itself, the application that this year has been all the rage among young people around the world, fundamentally among those belonging to the so-called “Gen Z” —born between the end of the 1990s and the beginning of the 2000s—. Tired of the filters, the staging and the idyllic lives that circulate mainly on Instagram or TikTok, two young French people created this platform with the aim of allowing users to stage their daily without camouflage, appealing to an authentic and spontaneous tone.

How it works? Every day, all users receive a notification at the same time on a schedule that varies daily.

“Time to create your BeReal. There are two minutes left to capture a BeReal and see what your friends are up to,” the notice reads.

Subsequently, the user has two minutes to take two photos: one from the front camera of your smartphone and one from the rear camera. Only when their “BeReal” is published, i.e. their two images which appear as a single collage, the user can see the “BeReal” of their friends.

The basic functions of BeRealNoélia Murillo – EUROPA PRESS

The image displays for 24 hours and then disappears, in a dynamic similar to Instagram’s “story” format. But what is annoying in this proposal is that it does not offer filters or editing tools. The photos must be natural and this is precisely what attracts many young people.

Roxana Morduchowicz, doctor of communication and adviser to the United Nations Educational, Scientific and Cultural Organization (UNESCO) in the field of digital citizenship, said THE NATION What There are two BeReal innovations: on the one hand, being authentic in what is shown because there are no filters, and on the other hand, uploading only one photo per day. “After so many social networks that idealized above all beauty and happiness, the appearance of a social network in which the only possibility is to upload a photo without a filter has a lot of appeal for young people,” he said. he declares.

For example, Manuel Robledo, a 17-year-old teenager, downloaded BeReal at the beginning of September and does not miss the filters at all. “I even find it better that there are no filters because it makes everything much looser. He can catch you at the worst time and that’s the fun. At least I don’t have a normal photo. Also, I like the dynamic that yes or yes you have to take a photo when the app asks you to and otherwise you can’t see what other people are uploading,” said the young man.

Users are generally between 15 and 25 years old. Angeles Binnewies, a 23-year-old who has been using the app for about a month, said, “I like BeReal because you only have to upload one photo per day so I only open it then and I see what others have uploaded. vice is not created. Also, I like that you can’t edit photos and you can only use the app’s camera.


“People want more authentic content, not because they’re tired of filters, but because they need to connect with real people, real friends, who aren’t faking or projecting a desired image but an authentic image. And indeed affects a very sensitive aspect of society: trust. Who can I believe? Can social media help me believe in someone? Well, the restrictions that BeReal sells are presented as the promise of achieving a more direct, frank, instantaneous and real communicationsaid Alejandro Artopoulos, sociologist and director of the Center for Technological Innovation at the University of San Andrés (Udesa).

For the specialist, although BeReal retains the characteristic of an ephemeral material that fades at the time of its consumption, it adds new features that capture the freshness of the moment without editing, and which, for a network of friends, c it’s like being directly connected and transparent. “The new generations hope that social networks are not part of the same mechanism of diffusion from the rest of the media but that they help with horizontal communication without editing,” he argued.

For his part, the philosopher Tomás Balmaceda explained to THE NATION What today social networks seem to be against the authentic; and the novelty of this application is precisely that it appeals to authenticity. “We are always with a kind of mask. nobody makes a story if you eat a reheated lunch, but yes if you eat super gnocchi. If we go to the Dua Lipa concert or Lollapalooza we want to show it, but if we spend the night studying for a final, no. With BeReal there is a call for authenticity which brings the idea of ​​showing what I do and how I am at the precise moment. I believe that that attracts because it is something different and refreshing”said the researcher of fields related to the philosophy of technology.

Here is BeReal, the app that bets on the spontaneous with a daily photo without filters and a two-minute window to take it
Here is BeReal, the app that bets on the spontaneous with a daily photo without filters and a two-minute window to take it

But despite the enthusiasm, Balmaceda was cautious in predicting the future of the app which is today the most downloaded social network on the iOS App Store: “Whether it will work or not remains to be seen. We’ve been on the same social networks for almost ten years and the new ones, with the exception of TikTok, haven’t caught on. The truth is that we are very tired of having so many apps. We only regularly use ten, so every new app that comes out has a big challenge ahead of it,” he added.

According to the philosopher, we will have to see what will happen if Instagram starts copying the BeReal format, which is usually happening now because we live in a time when it is not so inconvenient to copy other people’s ideas. “I think BeReal has something they can come across as more authentic and real with, but for now I doubt it will spread“, he finished.

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