The Next Big Thing

Sophee Sanderson @socialsophee

When I think about the emergence of new social media apps, I often think about what stage of my life I was at when I started using these apps, or at least where I was when I first heard about them. Social media apps are constantly being updated and changed, sometimes I can't keep up! Think about the apps you use and how much they have evolved since you first started using them. Is it completely different? Do you like them more or less? Do you use them as much as you used to or are you searching for something better and more fresh?

I remember being in the 4th grade and my older sister making me a Facebook account behind my parent's backs. At the time, I was so excited to get to play games, upload pictures from my low quality digital camera, "poke" my friends and post on their Facebook Walls. Facebook had an innocence to it back then. It wasn't out of the ordinary for an eleven-year-old to have an account, because more than likely, they were only doing the mundane things I was doing. Over the last decade, Facebook has grown and changed a lot. I'm sure there are some kids that have access to Facebook, but it mostly captures older generations. If the kids I babysit told me they got a Facebook, I wouldn't think of playing FarmVille or making embarrassing statuses, I would be terrified at what they would be exposed to and I would be sad, knowing that it could affect their mental health and self-esteem. Facebook isn't just about poking friends and playing games anymore. It has amplified its features, creating more engagement through Messenger, Marketplace, reactions, the Watchpage and more-- the possibilities are endless.

When Instagram first became popular, it was a pretty minimalist social media app with standard actions like sharing, commenting on and liking posts. When my friends and I first made Instagram accounts, it was prime 2010 era. We posted pictures of our pets, quotes we found off of Tumblr, silly and authentic pictures of each other and pictures of our food. Now, like Facebook, it has amplified its features and is more than just a photo sharing app to connect with your friends. It is now a place for shopping, influencing, curating, representing your brand or business and sharing the absolute perfect picture of yourself to show everyone how cool and awesome your life is #haterswillsayitsfake.

Snapchat gained popularity not long after Instagram. What made the app so unique was that pictures only lasted a certain amount of time. After viewing a Snapchat, it disappeared forever. Improving an app and adding new features or tools is essential in keeping users interested and on their toes and the Snapchat we have now compared to how it was a decade ago is a result of the app creators succumbing to social media pressures and trying to compete with the hottest apps. 

Twitter has also changed its ways. When I first started using Twitter, people were telling each other happy birthday and posting random thoughts they had. Now, it is a hotspot for news outlets, journalists and PR pros. I use Twitter for comedic relief and news stories. Most people have a smaller bubble on Twitter and only really interact with friends through sharing tweets. I've noticed that a lot of my friends, myself included, have profiles on Twitter that are more satirical with stupid usernames and funny profile pictures. Twitter serves a much different purpose than it used to. In a way, I think it kind of grew up. 

Now, with the emergence of BeReal, apps like Instagram and Snapchat are feeling the heat. I remember when it first came out in 2020 and my friend Mary kept telling everyone about this cool new app that we just had to get. At the time, only a handful of people I knew had it and I didn't care to download another social media app that I thought would just get deleted in a few weeks. I only recently got it because I kept wondering what I was missing out on (yes, even I succumbed to social media pressures). BeReal has become extremely popular over the last two years, especially with Gen-Z, and now everyone I know has it. Some people are even calling it the next big thing.

So, what does this mean for apps like Facebook and Instagram? There are many appealing aspects of BeReal that have Gen-Z in a chokehold. 

First of all, you can only post on BeReal within a two-minute time frame of being randomly notified. The picture you share also shows a shot of the front and back camera and users can see how many times you retake your picture. Connections on the app are also a two-way exchange and you can't see your friend's posts until you share your own. 

What makes BeReal so different from other competing social media apps is that it is not a place for influencers. It shows all the authentic, playful and raw parts of life and your feed will be filled with your friend's imperfect, yet honest selfies. This is a strong allure to younger generations as it takes them back to the early days of Instagram. 

What do you think is in store for the future of social media? Do you think Facebook and Instagram can handle incoming threats? Will BeReal surge even more in popularity or will consumers constantly be looking for the next big thing?

References

https://arstechnica.com/tech-policy/2019/12/why-the-2010s-were-the-facebook-decade/

https://www.cnet.com/pictures/facebook-then-and-now-pictures/17/

https://www.investopedia.com/articles/investing/102615/story-instagram-rise-1-photo0sharing-app.asp

https://www.techopedia.com/definition/5170/facebook-wall

https://www.lancerspiritonline.com/26114/opinion/instagram-is-dumb-heres-why/

https://www.buycustomgeofilters.com/blog/snapchat-history-and-updated-timeline

https://www.bostondigital.com/insights/tweet-twist-evolution-twitter

https://influencermarketinghub.com/what-is-bereal/

https://www.theguardian.com/media/2022/aug/21/its-a-modern-day-facebook-how-bereal-became-gen-zs-favourite-app

Glamourizing BeReal.pdf