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Rising Social App BeReal is Gaining Momentum, with Downloads Up 315% This Year

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Rising Social App BeReal is Gaining Momentum, with Downloads Up 315% This Year


We need to talk about BeReal, the latest trending social app that’s quickly rising up the download charts – i.e. the latest functionality that’s set to be replicated by Instagram and/or Facebook any time soon.

BeReal, as the name suggests, is focused on real, authentic connection, an un-edited view on social sharing, designed to help people take a step away from the overly curated feeds of other apps.

As explained by BeReal:

“BeReal is the simplest photo sharing app to share once a day your real life in photo with friends. Every day at a different time, everyone captures a photo within 2 minutes. Capture and post in time to discover what your Friends are up to.”

How it works is that, once a day, users are prompted to share an image of what they’re up to, and they have 2 minutes to share their response. The app takes photos using the front and reverse cameras, so you see not only what the person is doing, but where they are as well, and the time limit restricts your capacity to stage and edit shots, keeping things, well, real.

It’s a simple process, and it’s clearly catching on, with downloads of the app increasing some 315% since the beginning of the year, according to Apptopia.

BeReal downloads

As you can see, BeReal’s momentum is increasing, and while we’re only talking about the low millions right now (BeReal has been installed 7.41 million times to date), that chart is on a sharp incline, which points to the desire for more honest, raw depictions of people’s real life experiences, away from the airbrushed, edited, background warped photos that have become the norm in many of the top apps.

According to additional data from data.ai (formerly App Annie), BeReal ranks 4th by downloads in the US, the UK and France for Q1 2022 to date, behind only Instagram, Snapchat and Pinterest. 

BeReal skews heavily Gen Z in France, with over 80% of its iPhone user base aged 16-24 as of Feb 2022 and Gen Z 180% more likely to use the app. Headquartered in France, BeReal has gained traction with French users, making up 30% of its historical downloads. However, the app is catching on outside of its home market – Q1 2022 QoQ growth spurred by the US, Spain, France, UK, Denmark and Mexico.”

It could be the next big app trend, which, as noted, will no doubt see Meta eyeing its key features and considering how it can incorporate the same into its apps, with a specific focus on Instagram and younger users.

Because as we all know, Meta is very keen to win the hearts of the youth once again. Late last year, Meta CEO Mark Zuckerbeg explained that the company would be ‘re-tooling’ to ‘make young adults their north star, rather than optimizing for the larger number of older people’. This came after data showed that Facebook and Instagram usage was slowing, with younger users, in particular, preferring other apps.

Given Meta’s repeated attempts to blunt TikTok’s momentum, through varying forms of replication, you can likely expect it to be considering the same in this instance – though what usage threshold Meta requires before it starts paying attention to a rising app, we don’t know.

Seven and a half million downloads seems like a lot, and as BeReal’s momentum continues to rise, the likelihood of Meta cloning its core functions will also increase.



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4 new social media features you need to know about this week

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New social media features to know this week


Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.

LinkedIn

Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.

Instagram

After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.

 

 

First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.

Twitter

In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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Twitter Tests Expanded Emoji Reaction Options in DMs

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Twitter Tests Expanded Emoji Reaction Options in DMs

Twitter’s looking to give users a broader set of emoji reactions for their DMs, while also, potentially, enabling personalization of your quick reactions display in the app.

As you can see in these mock-ups, shared by Twitter designer Andrea Conway, Twitter’s testing a new search option within the reaction pop-up in DMs which would enable you to use any other emoji as a reaction to a message.

An extension of this would also be the capacity to update the reactions that are immediately displayed to whatever you choose.

Twitter DM reactions

It’s not a game-changer by any means, but it could provide more ways to interact via DMs, and with more interactions switching to messaging, and more private exchanges, it could be a way for Twitter to better lean into this trend, and facilitate a broader array of response options in-stream.

Twitter’s working on a range of updates as it looks to drive more engagement and usage, including tweet view counts, updated Bookmarks, a new ‘For You’ algorithm, and more. Elon Musk has said that he can envision Twitter reaching a billion users per month by next year, but for that to happen, the platform needs to update its systems to show people more of what they like, and keep them coming back – which is what all of these smaller updates, ideally, build to in a broader approach.

But that’s a pretty steep hill to climb.

Last week, Twitter reported that it’s now up to 253 million daily active users, an increase on the 238 million that it reported in July last year. Daily and monthly active usage is not directly comparable, of course, but when Twitter was reporting monthly actives, its peak was around 330 million, back in 2019.

Twitter MAU chart

As noted in the chart, Twitter switched from reporting monthly active users to daily actives in 2019, but looking at the two measurements, it’s hard to imagine that Twitter’s monthly active usage is any more than 100m over its current DAU stats.

That means that Twitter has likely never reached more than 350 million active users – yet Musk believes that he can best that by close to 200% in a matter of months.

Seems unlikely – even at current growth rates since Musk took over at the app, Twitter would only be looking at around 500 million users, optimistically, by the end of 2024.

If it can maintain that. More recent insight from Twitter has suggested that user activity has declined since those early post-Musk purchase highs – but maybe, through a range of updates and tweaks, there could be a way for Musk and Co. to maximize usage growth, beyond what seems possible, based on the stats.

We’ll find out, and as it pushes for that next level, you can expect to see more updates and tweaks like this, with enhanced engagement in mind.  



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Tarte Influencer Marketing Criticized 01/31/2023

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Tarte Influencer Marketing Criticized 01/31/2023

With consumers obsessed over the price of a dozen eggs, could conspicuous consumption-driven influencer marketing falling out of favor? That is the question brands might be considering after the
backlash that cosmetics brand Tarte is receiving after a sponsored trip to Dubai. “Influencers were called out for appearing not …

Read the whole story at Marketing Brew »



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