The "antiinstagram" application of BeReal's social network has begun to become very popular in recent weeks, without even frequent complaints by users about its unstable work — an app that flies out at the most critical time.
The idea of the service is really curious: all the users of the platform take their pictures every day during a random two-minute window selected by the system. In practice, the system often fails because it is difficult to cope with the burden when everyone simultaneously tries to download their pictures on the platform. The same person who fails to post the photo within the prescribed time frame, the application assigns a shame tag to the late person.
This is not a problem for the users of the service: this week, the app peaked at number one in the US Apple App Store. In the week of July 11, the app was set at 1.7 million times, according to Sensor Tower.
The BeReal boom resembles the history of the early Instagrams and Twitter, both platforms often failed at first because of the influx of users. The current leaders managed to adapt and survive, but the BeReal will have to prove that this is more than a fleeting passion.
The service was created in France in 2020 by former GoPro employee Alexis Barrey, and the BeReal project was able to attract $85 million from a number of investors led by DST Global, and is now estimated at $600 million, based on Insider.
After becoming popular in France, the app began to conquer the US, where the student community was attracted. Many users felt that its appeal was to deliberately contrast the refined aesthetics of Instagram.* Users publish their messages only once a day when they receive a message from the service: one push of the button on the screen is taken with two images, front and rear cameras.
And that's where the trouble starts. People have to reset the unstable application a few times, trying to get in time to not get the shame tag of the late one. Only in the first two weeks of July did the complaints about errors and the reduction in the performance of the application increase by 254%, while in May the negative response rate was 56.4%, according to the analytical platform Apptopia.
However, all these difficulties do not distract users from the project; they continue to publish their images on a daily basis. BeReal users show even greater attachment to the service than to popular social media: in 7 days, 50% of installers continue to use it at a market average of 37%; and in only 30 days, the shares of loyal users are equalized at 35% and 34% respectively.
* Listed on the list of voluntary associations and religious organizations in respect of which the court has taken a legally enforceable decision to abolish or prohibit activities on the grounds provided for in Federal Act No. 114-FZ of 25 July 2002 on countering extremist activities.