BeReal Tone of Voice — Authentic & Spontaneous

Tagline: "Your friends for real"

Industry: Social Media

Sector: Technology

How BeReal Communicates

BeReal communicates with a authentic, spontaneous and real voice using casual language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Your friends for real", captures this voice. The central tension in BeReal's communication is authenticity vs. curation, which shapes every message they craft. Their mission is to create an authentic social network.

Tone Words

BeReal's brand voice is defined by the following tone words: Authentic, Spontaneous, Real.

Communication Style

  • Language Style: Casual
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Figurative

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 casual, 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 casual language, with figurative messaging, in statement-style sentences, using the present tense.

More Technology brand voices

Compare BeReal