Be Insta- Ready or BeReal ? Is authenticity the new cool on social media

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Social media has brought about a fundamental shift in the way we connect and interact with one another. With its ability to bring people from all corners of the world together, social media has created virtual communities and social networks that transcend geographical boundaries. However, there is a flip side to the use of social media that cannot be ignored. While it brings people together, it also creates an illusion of perfect lives that can lead to a disconnection from raw human emotions.

People often curate and present a polished version of their lives, highlighting only the good moments and hiding the struggles and challenges they face. This can create a distorted view of reality, leading to unrealistic expectations and a sense of inadequacy. It is not uncommon for people to feel envious or even depressed when scrolling through their social media feeds, comparing their own lives to the curated and filtered experiences of others.

Moreover, social media has become a breeding ground for virtue signalling, humble bragging, and outrage without any connection to reality. People often use social media platforms to showcase their accomplishments, their political views, and their opinions on various social issues. However, this often leads to a performative aspect of social media, where individuals post content primarily to signal their virtues and win approval from their peers. This trend can lead to a disconnection from reality and a shallow understanding of people's complex issues.

The proliferation of social media has also led to the dumbing down of every kind of medium. With the rise of short-form content and clickbait headlines, people are increasingly consuming information in bite-sized chunks, leading to a lack of depth and critical analysis. This trend has significant implications for the way we consume and understand information, leading to the potential erosion of knowledge and critical thinking skills.

In this landscape, the rise of BeReal. , a photo-sharing application that emphasises authenticity and transparency, has become a game-changer. BeReal allows users to post one photo per day to show their followers what they are doing in real time. Since its launch in late 2019, the app has gained significant traction, particularly among teenagers. This may indicate a trend towards a younger demographic seeking more authentic and transparent social media experiences.

Fast forward to February 2023, and BeReal has gained massive popularity, with 47.8 million monthly active users and 13 million accessing the app daily. The app has been downloaded 85 million times since its launch, with the majority of those downloads occurring in 2022. Whether BeReal will remain a niche player or become a major contender in the social media landscape remains to be seen. However, its success highlights a growing demand for authenticity and transparency in social media, which has significant implications for marketers.

As consumers seek more authentic and transparent experiences, traditional marketing and advertising strategies may become less effective. Brands may need to shift their focus to building genuine connections with their audience and engaging in more meaningful conversations. BeReal's popularity among younger users also highlights the importance of understanding and targeting specific demographics. Marketers may need to adjust their strategies to reach this audience effectively.

The success of BeReal also presents opportunities and challenges for marketers. On one hand, it allows for a more direct and authentic approach to marketing, where brands can showcase their products or services in a transparent and relatable way. On the other hand, it requires marketers to be more creative and innovative in their approach to social media marketing, as the focus shifts from presenting a polished image to building genuine connections with their audience.

Ultimately, the rise of BeReal and the demand for authenticity and transparency in social media reflects a larger shift in consumer behaviour. People are becoming more conscious of their content and seeking more meaningful and relatable experiences. As social media continues to evolve, it is essential for marketers to keep up with these trends and adapt to changing consumer trends.