Rustema calls the new platform a response to the shortcomings of other social media: “Facebook is too public, Instagram is too much about attention-grabbing and Twitter is too rough”. Actually, according to him, BeReal goes back to the early days of social media. “You only share your posts with a small circle of people and it’s not about the likes, it’s about curiosity about the lives of your friends.”
It’s not often that a relatively new social network becomes so popular. The market is dominated by Whatsapp, Facebook, Instagram and TikTok. The success of BeReal is somewhat reminiscent of Clubhouse, the app that will have a huge hype but is now nowhere to be seen. The question is therefore whether the app can conquer a permanent place in the media landscape or whether it will disappear again soon.
Pop culture expert Sitabi doesn’t expect the app to have a long expiration date. According to her, BeReal responds to a need of the moment, but it will never be the new Instagram. “If your aunt has BeReal in a year, you won’t want it anymore.”