More and more platforms have been popping up in recent years, outpacing their more established competitors in relevance and challenging the nature of how we experience social media.
The success of TikTok and now Reels is pushing these channels more and more into entertainment feeds rather than friend feeds. The consumer need to share and to participate still remains, and that’s one reason BeReal is piquing interest.
The need for authenticity
Gone are the days of overproduced, airbrushed and autotuned content ruling the day. For brands looking to prevail with both audiences and algorithms, the key theme is authenticity.
Both stripped-down, BeReal-ified content and attempts to match that appeal with shock value originate from a backlash to the overproduced standard, providing insight into the direction social media may be heading.
Lo-fi, mobile-shot videos are winning over audiences because they come across as more authentic in feeds than highly produced video content. Pushback against the social pressure to ‘go viral’ has led to exciting new platforms like BeReal or Pinterest’s latest Shuffles feature, which allows users to be truly authentic with a closer community versus content that was designed with the hopes that millions of people would see it.