Snap on Monday became the latest app to join the BeReal craze by introducing a feature in Snapchat’s main camera app to take and send a photo using the user’s front- and back-facing cameras at the same time. That’s similar to a core feature of BeReal, the buzzy French social media app that pings users once a day to “BeReal” and take a photo of themselves and what they’re looking at. The question is what Snapchat and other social networks do next.
For Snapchat, throwing a new feature on the camera app won’t be enough to pull users from BeReal. It will need to find a way to convince them to use the feature. BeReal’s once-a-day timing, which builds excitement and a sense of FOMO, is one obvious route. That approach has been successful for other apps, like the live game show app HQ Trivia in its early days. And BeReal uses additional features, like its count of how many times a person took a photo before posting it, to keep users hooked. So far Snapchat hasn’t introduced any of these prompts.