Product innovation - an innovative social app that returns to real life

“ One can't be 「 online celebrity 」 Social App, Being crowded by young people . This article will reveal BeReal Explosive growth of users The secret of ！

List of articles

01 social contact APP Make life a tool
02 Unload 「 Mask 」
03 「 Anti Aesthetics 」 social contact

01 social contact APP Make life a tool

「 In my submission Instagram It's not healthy for me .」

This year, 1 month , American actress 、 Oscar winner Regina · Golden year only 26 My son, Ian Jr · Alexander committed suicide , On twitter a week before his death , Ian wrote the above words .

Although Ian's departure may be related to social media There is no connection , But this short sentence 「 Complain 」 behind , The objective problem is ： The pursuit of perfection and refinement social media Gradually become a kind of pressure .

social media Our original intention is to give individuals a stage to express themselves , With this stage, everyone can connect with the rest of the world 、 Enhance emotion , The sense of personal existence and influence are thus enhanced .

Now , Cause and effect are inverted .

When people start using personal influence as a tool social media Core purpose of , Life becomes a tool , In order to create more popular people , Carefully select the shooting angle , Endlessly P chart , Revise the contents of the copy again and again …… More and more people want to squeeze into the center of the social stage , Do not hesitate to 「 Fabricate 」 My own life , Put on a heavy mask .

Someone will resist because they can't bear the pressure .

BeReal By French Alex · Barrett and Kevin · Perot is 2020 year 1 Founded in , This application has no filters 、 Require real-time shooting , There is no like function , The purpose is to the online 「 Hypocritical world 」 Declare war .

After two years of development ,BeReal At the beginning of this year user The outbreak of .

Application data platform data.ai Report display for ,2022 First quarter ,BeReal In the U.S. 、 Britain and France ranked fourth in downloads , Second only to Instagram、Snapchat and Pinterest. according to Apptopia The data of , Since the beginning of the year ,BeReal Is active every month user Added 315%.

It is reported that ,BeReal In the near future B Round of funding , from DST Global To take the lead , The valuation is expected to start from A The wheel 1.5 Billion dollars to 6.3 Billion dollars .

Put down your disguise , The social wave of pursuing reality is rising .

02 Unload 「 Mask 」

Alex, one of the founders · Barrett was in GoPro The company is responsible for image production , Has witnessed the birth of many online celebrities , Know very well how people are social media He who created his own image on the , Instead, it sprouted to help people 「 Remove the mask 」 Ideas .

BeReal Of user It will be notified by the system at a random time every day , Within two minutes after the mobile phone notification light starts to flash , yes 「Time to BeReal」, Users can use these two minutes to show their friends the most real themselves . The system will open the user's front and rear cameras at the same time , Photographed user And the surrounding environment .

BeReal Will be photographed in two random minutes user Self portrait and environment | BeReal YouTube

If you miss these two minutes , user You can still upload pictures later , But the app will show when the photo was sent late .

There is no built-in filter and modification function in the application , user There is no way to adjust the picture , Only the original image can be sent , therefore BeReal Compared with other social applications , a 「 plain 」.

The young girl is looking at the computer Netflix The series 、 Someone languished on the bed in his pajamas 、 The student party is having a class 、 Couples make breakfast together in the morning …… No, Instagram A delicate face polished with heart ,BeReal Most of the scenes presented are ordinary looks with plain faces facing the sky and living environment scenes .

BeReal My painting style is very life oriented |Errin Mathieson、Ben Goggin,NBC News

Besides , Only after uploading your photos , To see the dynamics of friends , When each user All involved in , When you expose your ordinary or defects equally , More and more people will be able to lay down their guard , Show your true self to your followers .

Another significant difference from other social applications is ,BeReal There is no like function .

RealMojis The function can show friends' mood selfie on the desktop | BeReal Twitter

If you want to interact with your friends , Can pass 「RealMojis」 function , Send your own emoji Live expression packs respond to friends . The way to respond with mood selfie undoubtedly adds 「 Face to face 」 The feeling of interaction , It can more intuitively express the dynamic response to friends .

The mood selfie sent by a friend can also be added to the mobile desktop through the desktop widget , You can see it all the time .

03 「 Anti Aesthetics 」 social contact

BeReal The relaxed atmosphere provided is very necessary .

The social comparison theory put forward by American social psychologist Festinger once pointed out that , People have the tendency to confirm their ideas and abilities by comparing with others .

social media The rise of has accelerated this comparison .

People can share their lives , While observing other people's lives , social media Put personal expression in a huge interactive environment , Constantly examine yourself in the process of interacting with others . give the thumbs-up 、 Comment on 、 Forwarding and other functions add a series of quantifiable indicators , Always give feedback to people about the outside world , Virtually drives people to adjust their behavior 、 Decorate your personal image , To cater to the atmosphere and preferences of the application .

This is undoubtedly great pressure , Beardless Z Generations have responded to endless 「 camouflage 」 Be tired of .

According to financial services companies Piper Sandler stay 2021 A survey in showed that , Only 22% Teenagers say Instagram Is their favorite social platform , The opposite is , stay 2015 In the survey in, this figure is 33%. In less than ten years ,Instagram The number of high praise in the hearts of teenagers has decreased 10%.

Teenagers gradually abandon Instagram | Elise Wrabetz,NBC News

Teenagers call for changes in social applications ,BeReal Just brought a 「 Anti Aesthetics 」 The social wave .

《 Break the Internet ： Pursue influence 》 Olivia, the author of this book • Yalop thinks , Anti aesthetic social is 「 Oppose perfectionism , Pursue more primitive 、 More real 、 More unfiltered things , against social media The falseness and untruth of culture 」.

Under the pressure of pursuing perfection in the past , Individuals have no space to express vulnerability , There is no room for mistakes , But a new generation of social applications should allow people to show their true state 、 Relationships and vulnerability , Only put down the disguise , To reflect the original intimacy of social intercourse .

This is a BeReal The attempt being made , Remove the likes 、 Forwarding and other functions BeReal Trying to create a world without comparison 、 No, 「 competition 」 Atmosphere social contact Environmental Science .

「 If you want to be a netizen , You can stay TikTok and Instagram On , because BeReal Won't make you famous .」BeReal stay App Store My description reads .

Not for the purpose of enhancing personal influence , On the contrary, it has returned social contact The original meaning of .

BeReal Here's the magic , It just captures and records the occasional moments in your life , You don't need to put too much energy into it , But it makes people realize that many ordinary daily moments can also improve their relationship with friends . Life is made up of many small things , Be aware of this , There will be no unnecessary comparison 、 Waste time in comparison .

Can't buy the truth

BeReal Not the only one who advocates the pursuit of truth social contact application .

Early last year , The same is no filter 、 nothing P Of Graphs social contact application Dispo Also captured a large number of Young users The heart of . Last year on line Poparazzi It's a non selfie , Only friends can take photos and upload them social contact application , To encourage everyone to socialize offline .

Equally anti aesthetic social contact application Dispo | Apple App Store

Aim at the new generation of young people social contact The needs of the 「 Anti Aesthetics 」 Social apps have blossomed everywhere in recent years , But the life cycle of such applications is generally as short as the flowering period .

Poparazzi Once topped the list of free apps in the United States on the day of Launch , But now it has already fallen to 90 Name away ;Dispo After a brief popularity with the spread of invitation system , Nowadays, few people mention .

So this time BeReal What is the vitality of , It's still hard to say .

although BeReal I think the explosive growth of application downloads comes from the charm of the product itself , but TechCrunch The report that such rapid growth usually depends on Advertising and marketing To achieve , It is unlikely to rely solely on natural growth .

A report in the brown university student newspaper also pointed out BeReal Once upon a time 30 Students are invited to publish promotional articles , If students download App And write comments to get 50 dollar .

Besides BeReal Still this year 1 A campaign was launched in January 「 Campus Ambassador 」 plan , It is intended to publicize its own application with the help of students . The Campus Ambassador will organize a series of activities such as distributing free drinks to recruit new user , According to the BeReal Website introduction , The Campus Ambassador program will start from 1 The month lasts until 6 month .

Throw money for User growth it , But the more important question is , Can throwing money in exchange for continuous reality ？ Or just a short burst of fashion ？

With A large number of users Influx BeReal, The application is full of clutter 、 Trivial similar pictures , In the long run, it is hard to say whether users can still indulge in this .

in addition , Some users questioned , If you don't notice because you're busy with things in real life BeReal The notice of , After the upload time is exceeded, the published content will be marked with timeout 「 shame 」, To maintain on-line Is reality interrupting the offline reality instead ？

Even though BeReal A spokesman for has said that its core idea is 「 Let people spend as little time as possible on their mobile phones —— Include BeReal, The real world is there , Not online 」. But the contradiction is obvious , Claims to help users reduce on-line Online applications that use time , Always seem strange and awkward .

BeReal Provide a relaxed social contact Atmosphere and what it causes 「 Anti Aesthetics 」 social contact Thinking is worth affirming , But as a social app ,BeReal In pursuit of truth social contact In the long distance , The effect is always limited .

After all, whether it is true or not depends on personal beliefs , Not one social contact application .

Link to the original text ： Product innovation | Too much , Innovative social networking that returns to real life APP

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