BeReal’s daily active users nearly halved from October 2022 to February 2023—and many “traditional” social media platforms aren’t faring much better.
. And, although hugely popular, TikTok still tends to only attract a certain kind of poster: those at ease with chatting to the camera, or not cringing at the many TikTok-isms that seem to have proliferated like a virus. If you’re sick of Twitter, for example, you’re not necessarily going to emigrate to TikTok. People who like to write don’t always like to talk.
To truly understand this shift, we need to consider how we used to use social media. In the past, there was only one prominent social media platform at any given moment. In ye olden days, it was MySpace. Then Facebook. Then Twitter or Instagram. Now it’s arguably TikTok. But our trust in these platforms has massively dwindled; we’re internet literate now.
Against the backdrop of this growing mistrust and fatigue, there’s also been a sort of dispersal across different internet spaces recently. I know friends who only spend their time on Twitch or Discord now. I know others who treat Reddit as their “main” account, with no ties to their IRL persona. People are launching Substacks left, right, and center, weary of their content being lost on one of the bigger platforms. Hell, there are even people.
This isn’t necessarily a bad thing. It makes sense to gravitate towards apps that are more specifically focused on your own niche interests.
Perhaps it makes sense, then, that BeReal hasn’t exploded in the way we first thought it would. Despite the fact that it claimed to be different—more authentic, without filters, not yet overrun by brands—it wound up being just another platform that ate into our time and encouraged us to project a certain image.
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