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Instagram Tests More BeReal-Like Elements as it Looks to Lean Into the Authentic Social Shift

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Instagram Tests More BeReal-Like Elements as it Looks to Lean Into the Authentic Social Shift

Will the BeReal process of posting an image of whatever you might be doing at a specific moment of the day end up becoming a lasting social media trend, or will it fade out, like many viral shifts before it?

It feels, in some ways, like it’s already waning – though BeReal did win App of the Year on both the Apple och Google (‘Users Choice’ category) stores for 2022. So there’s that – and overall, there is also a sense that BeReal has showcased an underlying trend in social, that people have had enough of the airbrushed, edited, sculpted personas that people present in their every upload and comment online.

It all feels a bit staged, and BeReal eliminates that, in a creative way. But what’s next for BeReal, as an app? Is there anything more that can be done with that concept?

Is there anything that other apps can do with it – and is it worthy of further exploration?

Instagram’s certainly giving it a shot.

After trying out a very BeReal-esque feature called ‘Candid’ earlier this year, Instagram is now also developing some similar features, focused on different elements within the app.

First off, Instagram’s working on something called ‘Roll Call’ which would enable group chat members to request that all participants add a photo or video of themselves to the chat within 5 minutes.

As you can see in these screenshots, posted by app researcher Alessandro Paluzzi, Roll Call is effectively a small-scale version of BeReal, within an enclosed group chat, as opposed to sending the request to all of your contacts.

Instagram Roll Call example

Instagram’s also working on ‘Glimpse’ Stories, which works exactly like BeReal, in using the front and back cameras to show what you’re up to at any given time.

Instagram Glimpse example

As you’ll note in both of these variations, they require participation, just like BeReal, with the images or videos posted only made visible to those who’ve also submitted their own contribution to the Roll Call/Glimpse.

Could that work, and become a more significant trend on IG, if indeed either feature is ever actually released?

I mean, maybe.

Again, BeReal has seen a massive surge in downloads this year, so there’s clearly interest in such functionality, and really, the BeReal process is more of a feature than a platform in itself, so it could also make more sense as a complementary element within Instagram or some other app, than as a separate app of its own.

But it also feels like a bit of a fad that people will tire of – an antidote to the artificiality that now dominates the main apps, but which doesn’t actually change them, or the way we use the more popular apps, as such.

Which is the real challenge. While there is clearly a desire for more genuine, honest communication within social apps, the big platforms already play such a significant role in our daily process that it’s going to be difficult to usurp them, while it’s also hard to resist the entertainment value of TikTok for distraction and engagement, veering away from social connection.

How do you make the mundane more interesting, and a more significant aspect, when it’s more of a curiosity, a fleeting interest to make you feel more connected, but not a longer-term engagement element within itself?

The unfortunate truth that all social apps have eventually shown us is that we’re all pretty boring. Most of us don’t lead amazing, glamorous lives worthy of constant documentation, which is what’s eventually led to more people portraying enhanced versions of their existence to glean more likes and interest from others in this constructed digital engagement sphere.

That’s then gone even further, into image editing and blatant distortions of reality, in all respects, which has then led people to question more of what they’re seeing, while on another front, friends and family sharing their political opinions has forced us to see sides to them that we never knew, and in many cases, didn’t really need to find out about.

Which is what’s then set the scene for an app like BeReal to come in, and show us, in a relatable, human way, that we’re actually much more closely aligned than these increasingly false or distorted depictions may suggest.

That feels like the seed of a new shift, a new way of approaching social media interaction – but thus far, that’s as far as we’ve got. There’s just not much else you can do to build on that concept, and lean into that trend.

Maybe it’ll spark the next industry shift, and maybe it’ll be Instagram or TikTok or some other established app that will crack the code and find the best way forward on this front (I’d argue that Snapchat’s focus on connection among friends is most closely aligned with this shift, as a general app approach).

But right now, it feels like a limited element, a glimmer of what could be in amongst the broader social media cacophony.   

Instagram might make more of a push to see what happens, but it may need something more to evolve this into a bigger element.  



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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

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These Guys Are Stupid, And I'm Being Charitable

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These Guys Are Stupid, And I'm Being Charitable

Why do some organizations still solicit funds the way they did in the 1960s? You need to take a smarter marketing approach, or you’ll waste money like they do. I’m still getting about two bucks a month in cash from stupid, misguided charities that insist on sending me actual money in the mail. I get …

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