TikTok became the latest big platform to respond to BeReal’s surge, announcing a new feature called TikTok Now. The move comes as Instagram has confirmed it is working on a similar feature and weeks after Snapchat debuted its own dual-camera mode.
BeReal’s success reveals an appetite among social media users for more authentic, intimate forms of expression, and shows that Davids can still shake up a sector dominated by global Goliaths. At the same time, the scramble by those Goliaths to copy core features of an app that doesn’t even have a way to make money yet underscores the uphill battle that upstarts face just to survive.
Launched in January 2020 by French founder Alexis Barreyat, a former GoPro employee, BeReal didn’t take off immediately, accruing just 2 million downloads in its first two years, mostly among French users, according to the analytics firm Apptopia, which uses statistical models to estimate apps’ popularity. This year, however, it has boomed to some 56 million downloads, with the United States becoming its top market.
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