BeReal Tone of Voice — Authentic & Spontaneous
Tagline: "Your friends for real"
Industry: Social Media
Sector: Technology
How BeReal Communicates
BeReal ties social media to genuine, unfiltered moments. "Your friends for real" frames the app around a daily prompt to share exactly what you are doing, no filters or staging allowed — authentic, spontaneous, real. The voice is unfiltered-social and honest, selling an antidote to curated feeds: a place to see your friends as they actually are, in a random, unglamorous instant.
Tone Words
BeReal's brand voice is defined by the following tone words: Authentic, Spontaneous, Real.
Communication Style
- Language Style: Unfiltered-social
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
BeReal Brand Story
BeReal challenged the performative nature of social media by forcing authenticity. The French app, founded in 2020, sends users a random daily notification to capture and share an unfiltered photo within 2 minutes using front and back cameras simultaneously. This anti-Instagram approach resonated deeply with Gen Z, tired of curated perfection. BeReal became the most downloaded app in 2022, though engagement declined as the novelty wore off. Despite challenges, BeReal proved that appetite exists for more authentic social experiences and influenced features on Instagram and TikTok.
Brand Message
A unique way to discover who your friends really are
Brand Mission
To create an authentic social network
Brand Positioning
Core Concept: Authentic Social Media
Central Tension: Authenticity vs. Curation
About BeReal
BeReal (stylized on the app logo as BeReal.) is a French social-networking app released in 2020, developed by Alexis Barreyat and Kévin Perreau. Currently, it is owned by Voodoo. Its main feature is a daily notification that encourages users to share photos of themselves with friends in their day-to-day life, given a randomly selected two-minute window every day. Critics noted its emphasis on authenticity, which some felt crossed the line into the mundane. The primary reference of its name relates to its focus on users uploading unpolished photos, with it being a pun of the term B-reel. According to the app's description on Apple's App Store, BeReal encourages its users to "show their friends who they really are, for once," by removing filters and opportunities to stage or edit photos. After a couple of years of relative obscurity, it rapidly gained popularity in early and mid-2022 growing from 21.6 million to 73.5 million users between July and August, before experiencing a decrease in use in 2023 and continuing to decline to 23 million users at the beginning of 2024.
Frequently Asked Questions About BeReal
What is BeReal's tone of voice?
BeReal uses a authentic, spontaneous, real tone of voice. Their communication is unfiltered-social, typically using statement-style sentences in the present tense. Their tagline "Your friends for real" exemplifies this voice.
How does BeReal communicate with customers?
BeReal challenged the performative nature of social media by forcing authenticity. The French app, founded in 2020, sends users a random daily notification to capture and share an unfiltered photo within 2 minutes using front and back cameras simultaneously. This anti-Instagram approach resonated deeply with Gen Z, tired of curated perfection. BeReal became the most downloaded app in 2022, though engagement declined as the novelty wore off. Despite challenges, BeReal proved that appetite exists for more authentic social experiences and influenced features on Instagram and TikTok.
What is BeReal's brand message?
BeReal's core message: A unique way to discover who your friends really are Their mission: To create an authentic social network
What is BeReal's slogan?
BeReal's slogan is "Your friends for real". It carries their authentic, spontaneous, real voice.
What is BeReal's mission?
BeReal's mission: To create an authentic social network
What makes BeReal's brand voice unique?
BeReal stands out through their authentic, spontaneous, real communication style. Their central brand tension, "Authenticity vs. Curation", shapes how they communicate across the Technology sector.
What language style does BeReal use?
BeReal uses unfiltered-social language, with imaginative messaging, in statement-style sentences, using the present tense.
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