Welcome to Bud's newest content bulb- TL;DR. Written monthly by our stellar Buddies, each article aims to break down the big highs and lows of the regions's tech news, into the perfect bite. Stay tuned for updates here, or follow us on Linkedin.
What’s going down?
A new social media platform, BeReal, is topping charts, offering a different proposition to traditional social media apps. Once a day, users simultaneously get notified to snap a picture - one from their rear camera and the other from their front camera. They’re only allowed 2 minutes to capture these, sans filter or editing tools, encouraging candidness in the age of curated social media content.
Why should APAC businesses care?
- Gen Zs are particularly engaged in BeReal, highlighting their desire for a no frills social media experience driven by content and intimate connection. They can spot inauthenticity from a mile away, and brands may have to deviate from traditional online tactics to appeal to them in more genuine, meaningful ways.
- When asked about the benefits of BeReal, one point mentioned from a user point-of-view is the lack of advertising. However, it’s still early days and there’s no denying the grand opportunity it offers for brands to form deeper connections with their consumers, provided they do it right.
- While there’s no chance of BeReal users rising to influencer-dom, its values may very well dictate how influencers behave on other platforms such as TikTok and Instagram. Greater calls for #relatable and #unfiltered content may impact influencer marketing and brand content as we know it.
Why are we at Bud excited about this?
BeReal takes us back to the early days of social media, free of opaque algorithms, more #reality than #expectations. We’re excited to see how social media behaviours and content will evolve, both for consumers and brands, off the back of growing conversations around performativity and authenticity online.
What’s next?
The rise of BeReal has caught the attention of social media giants, and many are already announcing plans to launch similar features. Such a move may alter our social media feeds in the months to come, giving us a glimpse into more #nofilter moments from the people we follow.