Have you ever stopped to remember what social media was like 10 years ago? Think about it: Facebook was queen, Twitter had 140-characters and TikTok was just something an old clock said.

Suffice to say things have changed A LOT in the last decade. And just when you think you’re all caught up, BOOM, a new “it” app enters the chat.

So what platform has us in the PR world buzzing these days? Hint: It’s the one flipping the script on how and what we post on social media.

Today we’re talking about BeReal.

BeWHAT?

If BeReal hasn’t crossed your path screen just yet, not to worry! We’ll fill you in on everything you need to know.

For starters, BeReal is more than just a name; it’s an instruction. This isn’t the place for filters, poses or rose-coloured versions of reality. Rather, it’s a platform dedicated to spontaneity and an authentic glimpse into daily life.

The app works by sending a push notification at a random time each day. Once sent, users have two minutes to post a photo of whatever they’re doing at that moment. No filters, no touch-ups and no pre-planning of any kind!

The app does allow users to retake their photos within the two-minute timeframe, but not without letting their followers know. It also tags photos as “late” if posted outside the two-minute window. What’s more? Only people who post photos can see photos of anyone else, fostering a culture of mutual vulnerability that frankly, we love.

The BeReal Appeal

Now comes the real question (pun intended): is anyone using BeReal?

Oh yes they are. The App hit #1 on Apple’s App Store earlier this year and has seen its downloads and usage increase by 1000 percent and 315 percent respectively since 2021.

And it’s not just Gen Z that’s loving the app. A number of beauty brands, including our very own client, e.l.f., have leveraged BeReal to highlight new products in a spontaneous way and provide a behind the scenes glimpse into product development and day-to-day brand life.

So, we want to know: have you tried BeReal? Drop us a line on our socials, we’d love to hear from you!

XO,

The Sugars