Latest news with #BeReal
LeMonde
5 days ago
- Health
- LeMonde
From Facebook games to a llama reminding you to drink water: The rise of 'streaks,' the rewards that keep you hooked
You are just one glass of water short of your daily hydration goal, and that evening, your phone pings: "Almost there! Just 4 oz left today." Once you've finished your last glass of water, you have to log it onto the Waterllama app or risk losing your streak – that is, the sequence of consecutive days when you reached your target. Apple Fitness, Duolingo, Snapchat, BeReal, Kindle and WeReward: The list of apps that track our streaks is growing, all aiming to bring us back every day – and to make us feel guilty if we miss a day. So when did we start placing so much importance on this constant stream of tiny rewards? The streak draws on two key ideas: reward daily engagement and punish irregularity. These were popularized by free-to-play games that spread across Facebook starting in 2007, funded by microtransactions, data resale and advertising. "The longer they keep you coming back, the more valuable data you provide to the developers," explained Julien Pillot, who holds a Ph.D. in economics from the University of Nice and specializes in video games. Winning over occasional users is thus crucial. Developers find inspiration from video game scoring systems that reward speed or the number of "kills," or when you find secret areas – features that "artificially maximize a game's lifespan," according to Pillot. They adapt this strategy to instantly hook new players: "The simplest and most effective way to get people to return regularly is to reward them just for logging in," Pillot said.
Fast Company
25-06-2025
- Business
- Fast Company
BeReal is back. Can it stick around this time?
Is it time to BeReal again? In 2022, the photo-sharing app surged in popularity, won Apple's 'App of the Year,' and even earned its own SNL skit. Once a day, at a random time, users were prompted to post a picture of whatever they were doing. With a 2-minute timer and one shot to make it count, the app's premise was to capture real moments in real time. But like most viral sensations, the novelty wore off. Downloads dropped, usage stagnated, and in 2023, the app was sold to French gaming company Voodoo for €500 million. Now, BeReal wants a second chance. At Cannes Lions this year, Managing Director Ben Moore shared the company's comeback plan. 'We have people that are committed to building the next big thing with BeReal,' Moore told Business Insider. 'We can make something that really answers the demands of Gen Z, who are sick and tired of the filters, of the lenses, of the social pressure of posting something that's not going to get them the level of views and likes they would want.' Moore claims the app still has around 40 million active users, mainly in Japan, France, and the U.S. In 2023, worldwide downloads totaled an estimated 31.5 million, which dropped 60% year-over-year to 12.7 million in 2024. According to Sensor Tower, year-to-date downloads are down 50% compared to last year. For its relaunch, BeReal is trying to win back users by investing in advertising, primarily on other apps owned by Voodoo Games. The team is also hoping to generate buzz through micro ambassadors on college campuses and by sponsoring parties where entry requires downloading the app. They are giving the app a facelift too, with new features like 'nearby,' which lets users discover others in their area, and suggestions for people who post similar kinds of pictures. 'We really want to bring back the social aspect of what social media was built for,' Moore said. But BeReal's magic wasn't in its features. It was in the cultural moment—a collective pause from the algorithm for a fleeting sense of connection (even if it was just a selfie at your desk four days in a row).
Business Insider
20-06-2025
- Business
- Business Insider
How BeReal plans to recapture its 2022 viral moment
BeReal, the buzziest app of 2022, is planning a comeback. Ben Moore, BeReal's managing director, told BI how the app plans to recapture its viral moment. This article is part of " CMO Insider," a series on marketing leadership and innovation. BeReal is plotting a comeback. In 2022, the app was the toast of the consumer tech world. It won "App of the Year" at Apple's App Store awards. SNL even featured the app in a skit, making fun of its signature "Time to BeReal" notification, which prompts users to quickly snap a photo with their phone's front and back-facing cameras. But it didn't take long for the hype to fade. Usage and downloads tapered off after its peak, and the app was sold to the French app and gaming company Voodoo Games for 500 million euros last summer. One year later, BeReal is preparing its comeback. Speaking to Business Insider at the Cannes Lions advertising festival in France, BeReal managing director Ben Moore said the app is adding new features and ramping up marketing as it looks to get lapsed users to return and find new ones. "We have people that are committed to building the next big thing with BeReal," Moore said. "We can make something that really answers the demands of Gen Z, who are sick and tired of the filters, of the lenses, of the social pressure of posting something that's not going to get them the level of views and likes they would want." Time to ReLaunch According to the market intelligence firm Sensor Tower, BeReal has amassed more than 126 million downloads since its launch in 2020. In the year-to-date, though, the app was downloaded about 4.5 million times globally, down 50% year-on-year and 7% versus the same period in 2023, "as heightened competition from legacy social media platforms and short-form video platforms has pressured adoption," said Abraham Yousef, senior insights analyst at Sensor Tower. Moore said the app currently has around 40 million active users, and that Japan, France, and the US are its biggest markets. BeReal is hoping to reignite interest in the app by investing in advertising, largely on other apps owned by Voodoo Games, and also through tactics like using micro ambassadors at college campuses, or sponsoring parties that require guests to download the app to gain entry. "We really want to bring back the social aspect of what social media was built for," Moore said. BeReal is also adding new features like "nearby," which lets people discover other users local to them. Another feature analyzes the photos users take to recommend other people who post similar kinds of pictures, such as of their dogs, travels, or cooking. Moore said BeReal, which introduced ads last year, also wants to prioritize ads on the app that look and feel more like users' own posts. Gareth Jones, chief growth officer of the creative agency Ralph, said BeReal's success would hinge on living up to the promise of its name and playing into the idea of being an antidote to modern social media. "We live in an age of asinine algorithms and addictive social garbage," Jones said. "If BeReal can bring an element of humanity back to the social media space, this will create more success than any amount of marketing."
New Statesman
28-04-2025
- Business
- New Statesman
Liz Truss's social media platform might work
Photo by Milo Chandler/Alamy Live News How does a social media platform go mainstream in the 2020s? For the last several years, tech companies have tried to launch supposedly cutting-edge platforms – ones they tell us will shake up our digital consumption – which have overwhelmingly, if not universally, failed. There was BeReal, the anti-Instagram that got you to take a picture of yourself and your surroundings at a randomly prompted moment, which burned out after brief popularity in 2022; Threads, Meta's Twitter alternative hoping to capitalise on Elon Musk backlash, has been more or less in freefall since it launched in 2023. The biggest failures, though, have come from apps pitching a dedicated political space, such as Parler, the now-shut down 'free speech' microblogging site, once nearly owned by Kanye West, and Truth Social, Donald Trump's own Twitter alternative built after he was banned from the platform in 2021, which is less of a social network than a Trump press release forum and lost over $400 million last year. This graveyard of failed apps has made new social platforms some of the riskiest, most guaranteed failures in tech. But recently things have begun to shift. Sites like BlueSky (a less hateful version of Twitter) and Rumble (a more hateful version of YouTube) are succeeding by offering something explicitly narrow: a place where getting to exist in a small political bubble is the USP. We are seeing a changing social media landscape where users are now seeking platforms promising the opposite kind of audience social media has traditionally sought to have: niche, dedicated markets rather than something akin to a digital, global town square. It is likely with this in mind that, last week, the former UK prime minister Liz Truss announced that she would be testing the popularity of niche: by launching her own free speech-focused social media site. Speaking at a cryptocurrency conference in Bedford, Truss said that 'the elite' had 'cut [me] off at the knees' when she became PM. 'What I'm now thinking is we need a media network to be able to communicate to people, to be able to have a grassroots movement that is actually really demanding change of our leaders,' she said, adding that she felt certain political topics were 'suppressed or promoted' by the media. 'This needs to be actively fought and what I am doing is establishing a new free speech network, which will be uncensored and uncancellable, to actually talk about the issues people don't want to talk about.' This is yet another attempt by Truss to enter the American political sphere, having spent the last few years trying desperately to align herself to Trump and the American right to no real avail. (She is of course also not the first UK political figure to launch their own social media platform: former health minister Matt Hancock created an app for his constituents called Matt Hancock MP in 2018, which has since shut down.) Whatever platform Truss is cooking up is not going to be the future of any faction's online diet, but it's wrong to think that fractured, politically-specific platforms can't work in 2025. Now, in our increasingly polarised political environment, actual echo chambers are beginning to look more appealing to consumers who are no longer looking to rub shoulders with every kind of person online. Subscribe to The New Statesman today from only £8.99 per month Subscribe Rather than to become the next TikTok, Instagram or even Twitter, tech companies are realising there's money to be made by courting smaller, ideologically-motivated audiences who are so committed to their politics – and certain political figures – that they will use and even pay for dedicated social media sites. Many of these sites, like Rumble, have even explicitly shifted their branding to appear more boutique, moving from describing themselves as a YouTube alternative to instead pitching themselves as a free speech vertical. Platforms no longer need to be the place where everyone is, but simply a place where you will instead only find specific people – and only those you already agree with. We may be at the start of a new era of social media defined by a fractured, mosaic landscape, where we are offered an enormous amount of content that validates our pre-existing beliefs. But it feels more likely that, whether or not we continue to have a few big platforms or a spread of tiny, specific ones, the era we are entering will be remembered as narrow; as reactionary. [See more: Nigel Farage's mayday alert] Related
Asahi Shimbun
25-04-2025
- Business
- Asahi Shimbun
More Japanese men choosing hair removal to look their best
Signaling a notable shift in traditional grooming norms, hair removal is rapidly growing in popularity among Japanese men. The trend is reflected in recent market data, which shows that the industry has nearly doubled in size over the past five years. According to the Hot Pepper Beauty Academy, a research institute operated by Recruit Holdings Co., a major staffing and human resources services provider, the hair removal market in 2024 is estimated at approximately 63.5 billion yen ($436 million). This marks a near doubling from 37.7 billion yen in 2019, before the pandemic. Although the market dipped by 8 percent on year in 2020, it has grown steadily each year since 2021. Notably, while the female segment has shown signs of contraction, demand among men continues to rise. Although the surge gained momentum during the COVID-19 pandemic, the motivations behind men's increasing interest in hair removal are varied and nuanced. A 2021 survey by Men's TBC (Tokyo), a leading men's beauty and grooming salon chain, polled approximately 20,000 customers on their reasons for seeking hair removal. Among the top responses: 28.2 percent said shaving was a hassle, while 13.4 percent pointed to the persistent blue shadow that remains after shaving. Takahiro Oyama, spokesperson for the TBC Group, noted, 'Many clients said that wearing masks made them more aware of their facial hair, prompting them to visit.' While mask-wearing certainly contributed to the trend, the continued rise of male hair removal even after COVID-19 was reclassified as a Category V infectious disease raises a deeper question: what's driving its lasting appeal? According to Oyama, a key factor is the growing interest among men in personal grooming and aesthetics. 'More men, especially younger generations, are choosing to invest in themselves,' he explains. 'What was once a relatively uncommon practice is now gaining broader acceptance across society.' Last year, a sociology seminar team at Ritsumeikan University investigated the rise of the male hair removal trend. The project was initiated by team member Sawa Yonekura, who had started visiting a women's hair removal salon a few years earlier. However, shortly after paying the contract fee, the business went bankrupt, prompting her to question why she had believed that 'hair removal was essential to be beautiful.' The team surveyed 107 men and women in their teens to 30s through street interviews and social media. More than half had undergone hair removal, with men accounting for 30 percent of that group. Tomoyuki Abe, who collaborated with Yonekura on the survey, said he had also considered visiting a men's hair removal salon. His turning point came during online university classes: seeing his face repeatedly on screen during the pandemic made him increasingly self-conscious. Even now, taking selfies is part of his daily routine. He and his friends use BeReal, a filter-free social media app, which prompts users once a day to share an unedited, real-time photo with their network. Its emphasis on authenticity, Abe said, made him want to 'look clean and fresh.' Reflecting this rising interest, hair removal advertisements now appear frequently across social media platforms. In the survey of 107 participants, 101 said that seeing an ad was what initially sparked their curiosity. Kimio Ito, professor emeritus at Kyoto University and an expert in gender studies, commented on the growing self-awareness among younger generations. 'More men are shifting their focus from how society sees them to the kind of person they want to become,' Ito said. 'They're beginning to break free from the traditional ideal of the 'macho man.' Beyond hair removal, we can expect increasingly diverse ways for individuals to shape and express themselves.'
