BeReal. is a social networking site born in France. As the name suggests, its selling point is to "share the real," but the "real" in this case is a bit unique. It was born in 2020 and spread during the pandemic as a culture of sending each other "real time at home." And now, this app is becoming very popular among some people. The reason is very simple.
The reason for BeReal's popularity is,A super trivial moment"It's a place where you can share your personal photos. A room piled high with laundry, your hands searching for onigiri at a convenience store, the silly look on your face when you open the fridge in the middle of the night - if you can look at photos like these and laugh, "What is this!?" then you'll surely be hooked on this SNS.
The key to this isShoot within 2 minutes of notification"The rule is...
Who the hell came up with this?
Reason #1 why it's so funny: "It's so realistic it's almost funny."
The content of BeReal.'s posts is truly "right now."
For example, imagine a situation like this. Imagine the faces of people staring blankly at their computers during a meeting, or the faces of people pouring hot water into instant ramen and saying, "Just in time!" It's too ordinary. No, maybe it's even less than ordinary.
The important thing here is that the camera has no "enhancement function". Moreover, this app takes pictures with the front camera and the in-camera at the same time. In other words, depending on the timing of the notification, you will be forced to take a picture of yourself without makeup with the in-camera. "I just want to hide my face today..." or some other excuse won't work. This makes it even more surreal.
The reason for BeReal's popularity is that these overly ordinary posts actually make people laugh and feel closer to them.
Reason #2: Freedom from the stress of looking good
What makes BeReal. fundamentally different from other social media platforms is that there is no need to look good.
This social networking site is a lifesaver for people who get discouraged every time they think about posting something like "#cafehopping" on Instagram or "#today's outfit" on TikTok, which can lead to a hashtag slump.
Here, even a messy room or a tired face can be a "like" point. For example, it's like the feeling of relief when you see someone ordering French toast at a ramen shop. (What's that?) Here, you can feel at ease knowing that "this is fine" without having to make yourself look bigger.
Reason #3: The unity of posting at the same time as everyone else
The biggest feature of BeReal. is the rule that "you get a random notification and you have to post at that moment!" The notification is only once a day. You have to take a photo within two minutes of getting the notification. It's fun to see all the chaos that happens here.
For example, when the notification comes at an inopportune time, like during a company meeting or when you're half asleep in the morning, it prompts you to "come on, share the real thing."
The moment I get a notification, I suddenly wonder, "What are my other friends doing right now?" Then I open the post and see that someone is waiting at the dentist, or someone is desperately working on the treadmill at the gym. When these everyday experiences connect, I feel a strange sense of unity, thinking, "Oh, everyone is like this."
The essence of the fun of BeReal.: a social networking site for sharing "ultimately trivial moments"
The interesting thing about BeReal. is that it shines a spotlight on the "insignificant moments" that everyone has.
For example, let's say your friend posts a photo of "before pouring out the hot water from a cup of Yakisoba noodles" late at night. When you see the post, you think, "Oh, I'm eating that right now too!" It's amazing how a commonality in a trivial moment can warm your heart so much.
This culture of finding value in being "normal" is probably especially popular now, when people are complaining about social media fatigue. For people who are tired of social media and the pursuit of looking good, BeReal. is like a rest room.
Why BeReal is popular with Gen Z
The reason for BeReal's popularity is its simplicity. It's amazing how much fun it can be just by sharing "insignificant moments." There's no pressure to be real, just show the "now" as it is. That's why it's so popular.
Photos of friends disappear after 24 hours. There is no photo search function. You just wait like a death row inmate for the opportunity to take a picture, which comes once a day with a notification. Is there any other SNS that is as surreal as this? It's so outlandish that it's laughable.
In Japan, it is said to be popular among Generation Z, with the number of monthly domestic users reaching 2024 million as of January 1, of which 430% are between the ages of 14 and 27.
This is just a guess, but I think all Japanese people are vain. (I'm the same.) I think that the trend-conscious Gen Z is especially concerned with looking good and is tired of social media. That's why this app is so popular.
By using BeReal., you will start to think, "Maybe my everyday life without any pretense is interesting after all." The moment you realize that, you will surely be hooked on this SNS.
So why not share your "insignificant moment"?
Epilogue: CyberAgent launches promotion on BeReal.
Apparently CyberAgent did an advertisement on BeReal. What? Advertising on that "non-exaggerated SNS?" You might be wondering. But this turned out to be a surprisingly good story.
Specifically, it is part of a promotion aimed at high school and college students to raise awareness of Netflix's original school drama "Love Battle Royale." The target selection is exquisite. Because this drama is set in high school life and features actors who are very popular among young people. In other words, there are a lot of people in BeReal who should watch it.
What's more, the way they did it was interesting. Apparently they used an advertising menu called "Full day takeover" that will have a strong presence on BeReal all day. The distribution date is August 1, 2024. For this project, CyberAgent made a connection with BeReal's headquarters in France and even set up a dedicated department. How serious are they?
So, what happened as a result? This drama ranked in the top 10 of Netflix's domestic weekly rankings for three consecutive weeks. It also made it into the top 3 globally. I don't know how effective BeReal's advertising was, but the reason for its success may be that it naturally blended into "ordinary moments." Somehow, it's a bit addictive to have a "mountain of laundry" and a "school drama" on the same timeline.
That's the story.
Articles referenced in creating this article
- CyberAgent official website
The first advertising promotion in Japan using the SNS "BeReal." - CreatorZine
Promoting Netflix original dramas on BeReal - RTB Square
CyberAgent releases case study of digital advertising using BeReal - JPubb
BeReal. advertising use and its results
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