BeReal, the fad app of the moment, promises to help users “discover who your friends really are in their daily life.” Will it drown in its own hype or live on long enough to be flooded with ads and toxic sludge?
In case you haven’t yet had the pleasure of a much chicer young friend explain it to you over canned espresso martinis, BeReal is a kind of Frankensteined combo of what your old favorite apps were in their golden age—think small-scale Instagram feed, but with the intimate ephemerality of Snapchat and the low-fi, once-a-day instructive of HQ Trivia or Wordle.
The allure, of course, is that posting on BeReal feels like a reaction against participating in any of the other major online spaces we currently occupy, where everything feels both hugely cluttered and overly polished all at once. Like its many purportedly authenticity-obsessed predecessors, the app to help you “discover who your friends really are in their daily life.
So if BeReal isn’t really that novel of an app, its growing popularity is perhaps better understood as an indictment of our current state of social media. Much like the most recent fad app, Wordle, BeReal is an enjoyable experience primarily for what it’sThere’s no heavy-handed algorithm calling the shots, no deluge of ads and brands flooding the feed. You can’t even like someone’s photo in the traditional sense.
The incentive, however, for every internet-adjacent industry to identify the fad app of the moment, whether it’s BeReal or the next one, is as lucrative as it is mostly self-defeating: Picture everyone rushing to one side of the boat at the first sighting of new land, or simply remember. Whether BeReal drowns under its own hype first or lives on only to become inundated with advertising and toxic sludge is the only real question here.
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