it's time to BeReal
on casual posting and the illusion of authenticity
Welcome to Flop Era, a digital platform where I muse on pop culture, cultural trends and all things Gen Z. Today, it’s ⚠️ time to BeReal ⚠️
As an older Zoomer, BeReal came into my life about two years after its launch. And it has influenced me to be a little more authentic about my daily life…kinda.
Saying BeReal is bringing authenticity back to social media sounds like an oxymoron. When has social media ever been authentic? Nevertheless, the app does hark back to the nostalgic days of early social media. With the casual posting phenomenon at its peak, BeReal’s rising popularity couldn't have come at a better time.
Each day, users are prompted to post at a random time, a front-facing and back-facing photo within a two-minute window — to capture their life in an intimate and authentic way. Since downloading the app, my friends have seen me at my most vulnerable: in my bed or on the toilet; at my most fun: out with friends; and at my most mundane: working, watching television, or grocery shopping.
BeReal’s rising popularity is just a tiny drop in a giant casual social media lake: casual photo dumps on Instagram and shit-posting on Twitter and TikTok. Photo dumps are low-effort “dumps” or collections of photos uploaded on Instagram, often emulating a particular theme or conveying an overall mood. But above most, photo dumps envoy casualness that’s reminiscence of the 2012-2014 Instagram era. A time where middle schoolers would upload a photo of their strawberry açaí refresher or a grainy, pixelated pink sunset photo thinking it was the best photography ever taken.
Photo dumps became popular again during the pandemic, according to Input, with many telling the publication that photo dumps took the stress and pressure out of Instagramming, transforming the platform into a “personal scrapbook.” But while photo dumps may seem casual, most are lowkey curated.
BeReal, Brands, and Bankability
According to the Financial Times, BeReal has now 15 million users, growing from just 10,000 users over a year ago. The app has been consistently one of the most downloaded apps on the App Store. Initially, I was hesitant to become victim to another social media app, but I caved this past June and downloaded it to see what the fuss was about. I soon learned that BeReal is unique compared to a typical social media platform.
In some ways, BeReal is the antithesis of a typical social media platform. There are no followers list (your friends count is not visible to the public), there’s no likes count (and therefore no pressure on getting a large amount of likes), and there’s no dedicated feed of your personal posts (so no insistence on feed curation).
Other social media platforms, like Instagram and TikTok are shamelessly trying to mimic BeReal. But what they fail to realize (and replicate) is the platform’s simple practices. The app is meant to be an escape from the overt performances often seen on Instagram and TikTok. It’s meant to be a somewhat private outlet — you don’t have to add everyone you know as friends, allowing your posts are to be overtly carefree and candid.
BeReal is also a platform that corporations and celebrities aren’t rushing towards just yet as marketing abilities seem scarce on an app where you can only post once per day. And this limit threshold keeping away conglomerates is relieving because it’s one of the few apps left that is not subjected to capitalistic ventures (ads constantly bombard my Instagram feed and Twitter timeline). But some companies are cleverly utilizing BeReal, such as Chipotle and e.l.f Cosmetics. The Paramount’s marketing team is using the app to promote the latest Scream movie — the cast and crew are posting behind the scenes photos on set, seemingly providing fans an intimate look into the production.
Time has shown that when the latest social media platform emerges, every company flock to it and suck it dry for marketability. Some completely flop, not knowing how to utilize the platform to its strength. Occasionally, a few brands do triumph. On TikTok, brands like Simulate (who is behind the Nuggs product) captures TikTok’s playfulness and zaniness sides. Or brands successfully hire TikTokers, like Reece (@guywithamoviecamera) to promote their products (or in this case movies, such as Scream and Not Okay) without coming off as out of touch or trying too hard. That’s why it feels out of place for Chipotle and e.l.f to have BeReal accounts, yet relatable when Paramount dedicates a BeReal for Scream because we see the actors and crew in an almost vulnerable way.
The illusion of being real
How real are users actually being on the app? Despite hallmarking itself as a platform where people can “BeReal,” the app falls into the same trap that Instagram and its users have been trying to crawl out of. Much like photo dumps, some BeReal posts may give the illusion of casualness, but are curated. The options to retake your photos diminish the notion of “authenticity.” Snapped a bad angle of yourself? Just simply retake your BeReal until you snap the perfect shot. A BeReal notification popped off at noon but you have plans at 2 p.m. that would be more interesting to showcase? Just simply wait and post a late BeReal.
I've done the aforementioned many times because, hey, it’s boring to consistently post a BeReal of my laptop or in bed watching TV. No matter how much the app champions realness, it’s sometimes hard to compare yourself while scrolling through the feed watching your friends doing something interesting during the exact same time. It’s also almost comforting to witness so many people post the same boring photo of their laptop everyday. Because let’s face it, this is the life of an average person. What we see on Instagram is a curated version of us — highlighting our best selves during our best time. BeReal forces us to capture our true selves.
(If I were to make suggestions to BeReal, I would set an hour limit to post a BeReal once the notification popped up and I would establish a fixed number of retakes. Having a set number of retakes, say five, up the stakes and allows users to “perfect” their photos even more crucially.)
While BeReal and casual posting may not genuinely reflect your actual life, what it does is help bring a little more spontaneity and simplicity to a virtual world that has become more rigid and curated.
lol the poll meant to say "Have you ever “Curated a BeReal?” (took multiple takes for the right shot or waited until you were doing something interesting)”
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“Banh mi and omakase join the dictionary. What it says about Asian cultural influence.”
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Currently watching: RuPaul’s Drag Race marathon, Heartbreak High, Junior Bake Off
Currently reading: I’ve been on a reading slump, so I’m taking a mini reading hiatus (but still add me on goodreads!)