{"id":552408,"date":"2022-09-01T13:28:17","date_gmt":"2022-09-01T13:28:17","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2022\/09\/01\/the-rise-of-casual-social-networking\/"},"modified":"2022-09-01T13:28:17","modified_gmt":"2022-09-01T13:28:17","slug":"the-rise-of-casual-social-networking","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2022\/09\/01\/the-rise-of-casual-social-networking\/","title":{"rendered":"The rise of casual social networking"},"content":{"rendered":"

<\/a> Gen Z has had enough with unrealistic depictions of life on social media:<\/strong> Launched in 2020 by French entrepreneurs Alexis Barreyat and Kevin Perreau, a relatively new social media platform called BeReal<\/a> has rapidly gained popularity in recent months among many Gen Zers (those born between 1997 and 2012) for its no-BS approach to life online. The emergence of BeReal and similar kinds of anti-fame apps, with the number of users they\u2019ve so far drawn, might indicate a weariness towards older platforms where the pursuit of viral content and enormous follower counts have made online experiences less personal and often frustrating.<\/p>\n

Unfiltered and unremarkable:<\/strong> The idea behind BeReal is simple: It aims to drive more authentic engagement on its app by requiring users to snap and post two photos (one through your front camera and the other from the back) daily before being granted access to their feeds. Users typically get a random notification at some point during the day, giving them a two-minute window to post whatever it is they\u2019re doing at the time \u2014 no matter how boring or mundane. It is partially because of these constraints that some have called the app the \u201canti Instagram,\u201d and for many these kinds of casual online exchanges, reminiscent of the early days of social media<\/a>, are exactly what\u2019s so appealing about BeReal.<\/p>\n

Are TikTok and Instagram no longer cool? <\/strong>At the core of BeReal\u2019s rise is a general sense of dissatisfaction<\/a> among younger cohorts of consumers with older and\/or larger social media giants like Facebook, TikTok, and Instagram, that reward virality and more polished depictions of people\u2019s lives. The incentive for people to amass some level of fame or influence \u2014 two central components of what make TikTok and Instagram so engaging \u2014 is another place where big tech companies seem to lose out on the battle over authenticity. BeReal explicitly tries to distance itself from these platforms for precisely this reason: \u201cBeReal won\u2019t make you famous. If you want to become an influencer you can stay on TikTok and Instagram,\u201d the app\u2019s description reads<\/a>.<\/p>\n

But some think this (still) reeks of BS: <\/strong>Though the restrictions baked into the way BeReal functions seems to at least limit how highly curated people\u2019s online personas can be, it still can\u2019t do away with the fundamental issue of performance so deeply embedded in the way users interact with larger platforms, the New Yorker<\/a> writes. This potentially makes the whole enterprise of authenticity over a social media platform a futile pursuit. Instagram has also seen a rise in what Mashable<\/a> dubs \u201ccasual\u201d posting, where users post content that appears to be imperfect, but actually requires just as much curation and energy behind the scenes. \u201cCasual Instagram is all about a studied carelessness \u2026 but like anything on social media, it\u2019s still a performance.\u201d<\/p>\n

And there\u2019s the \u201call-in or all-out\u201d dilemma:<\/strong> There\u2019s also the problem of constant engagement that BeReal demands through its requirement that users post daily to be able to see others\u2019 content, which could set in motion entirely new problems \u2014 like over-engagement and burnout.<\/p>\n

Some have big expectations for alternative social media apps: <\/strong>It\u2019s not yet clear how financially lucrative this anti-attention social media wave will turn out but backers are already putting money behind this new crop of apps. Since its inception, BeReal has ascended to the top spot in Apple\u2019s list of top apps at no charge on its App Store with a total of some 28 mn downloads<\/a> as of August. The company is also reportedly in the process of closing a funding round led by Yuri Milner\u2019s DST Global that will send its valuation skyrocketing to some USD 630 mn<\/a>. This comes after the company in June raised USD 30 mn in a series A round led by Andreessen Horowitz. Meanwhile, Locket, another close circle app that allows users to send photos directly to friends\u2019 home screens, has recently raised some USD 12.5 mn<\/a>through a funding round led by OpenAI\u2019s Sam Altman.<\/p>\n

Then again, this could just be another micro trend: <\/strong>There is of course the possibility that apps like BeReal will be subject to the same fate as once popular platforms like Clubhouse, which saw a swift rise and fall<\/a> at the height of the pandemic. The looming threat of having a larger and better funded competitor come in with a copy \u2014 which Instagram is reportedly already working on<\/a> \u2014 might help bring its popularity to a halt by absorbing users craving a more toned down form of social media.<\/p>\n","protected":false},"excerpt":{"rendered":"

Gen Z has had enough with unrealistic depictions of life on social media: Launched in 2020 by French entrepreneurs Alexis Barreyat and Kevin Perreau, a relatively new social media platform called BeReal has rapidly gained popularity in recent months among many Gen Zers (those born between 1997 and 2012) for its no-BS approach to life […]<\/p>\n","protected":false},"author":1,"featured_media":552409,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8314],"tags":[2886,633,704,7198,894,1464],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-552408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-bereal","tag-enterprisepm","tag-instagram","tag-meta","tag-social-media","tag-tiktok","wpautop","entry"],"acf":{"mongo_id":"2012a4d7-bde1-49c7-a98e-8e10145cd6df","is_powered_by":true,"story_type":"1","photo_url":"https:\/\/ent.news\/2022\/9\/450.jpg","photo_position":"above","related_issue":[552398],"teaser":"","voice_url":""},"yoast_head":"\nThe rise of casual social networking - 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Since their early 2000s launches, these platforms have grown to become nearly synonymous with the internet and have drawn bns of users around the world\u2026","rel":"","context":"In "SOCIAL MEDIA"","block_context":{"text":"SOCIAL MEDIA","link":"https:\/\/enterpriseam.com\/egypt\/category\/social-media\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2022\/11\/627.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":595389,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/09\/24\/access-to-social-media-and-news-sites-disrupted-in-egypt-on-sunday\/","url_meta":{"origin":552408,"position":3},"title":"Access to social media and news sites disrupted in Egypt on Sunday","author":"enterpriseam admin","date":"24 September 2019","format":false,"excerpt":"Telecom Egypt and Raya internet users were unable to access a number of news and social media sites on Sunday, cybersecurity group NetBlocks reported. 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Access to the BBC and Alhurra news\u2026","rel":"","context":"In "Egypt Politics + Economics"","block_context":{"text":"Egypt Politics + Economics","link":"https:\/\/enterpriseam.com\/egypt\/category\/egypt-politics-economics\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":573406,"url":"https:\/\/enterpriseam.com\/egypt\/2020\/08\/04\/egypt-ranks-16-in-the-world-for-time-spent-on-social-media\/","url_meta":{"origin":552408,"position":4},"title":"Egypt ranks #16 in the world for time spent on social media","author":"enterpriseam admin","date":"4 August 2020","format":false,"excerpt":"Egyptians\u2019 social media addiction ranked: Egypt ranked #16 globally in the daily time spent on social media category in We Are Social\u2019s Digital 2020 July Global Statshot report, with an average of two hours and thirty-eight minutes per day. Egypt also landed in the 42nd position in the ratio of\u2026","rel":"","context":"In "ON YOUR WAY OUT"","block_context":{"text":"ON YOUR WAY OUT","link":"https:\/\/enterpriseam.com\/egypt\/category\/on-your-way-out\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2020\/8\/16.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":595188,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/09\/18\/if-facebooks-domination-is-ending-what-might-replace-it\/","url_meta":{"origin":552408,"position":5},"title":"If Facebook\u2019s domination is ending, what might replace it?","author":"enterpriseam admin","date":"18 September 2019","format":false,"excerpt":"If Facebook\u2019s domination is ending, what might replace it? Facebook may have had a monopoly over social media use for 15 years, with 2 bn active users, but the recent backlash against it has led to a rise in social media sites that want to offer users more control and\u2026","rel":"","context":"In "Worth watching"","block_context":{"text":"Worth watching","link":"https:\/\/enterpriseam.com\/egypt\/category\/lifestyle\/worth-watching\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2019\/9\/3077.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/552408","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=552408"}],"version-history":[{"count":0,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/552408\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/afternoon\/552398"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/552409"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=552408"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=552408"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=552408"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=552408"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=552408"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}