Well, this is a surprise. With BeReal continuing to gain recognition and popularity, it was only a matter of time before the bigger players in the space started noticing BeReal’s key value proposition. BeReal’s true value lies in the function it offers and not really in itself as a new, independent app. The fact that it’s also not algorithm-based further increases its appeal. The issue with functions, regardless of how unique or novelty they can be, is that they can be copied.
Lo and behold; despite not really being its style, Snapchat has developed its own take of BeReal’s core offer – say hello to Snap’s new ‘Dual’ recording option. As Snap outlined:
“With Dual Camera, Snapchatters can create content using their front and back-facing cameras simultaneously.”
Snap’s Getting Real Now Too?
Since BeReal has a very raw and simple core function, Snap’s version is nearly identical, as would any other platforms’. However, Snap is looking to push more functionality beyond just situational selfies and more towards participatory, creative trends. Basically, more TikTok-like. Snap is copying other features, but it’s also trying to put a more Snapchat-specific spin on them, as opposed to simply producing another ‘rip-off’ that’s plastered with their logo.
However, this time, it’s pretty much the same thing. Then again, you can’t really be too creative with such a simple feature without blowing it up too much out of its original core function. So, users will have several options to choose from, including vertical, horizontal, picture-in-picture, and cut-out. Besides the enhanced creative capacity for regular users, this could also open new opportunities for User Generated Content (UGC), with brands now able to invite participation in new ways.
Snap actually previewed the option during its Partner Summit back in April as a part of its ‘Director Mode’, which provides more advanced editing tools in the app, facilitating more creative expression. Director mode will eventually facilitate 360 content creation too, as Snap leans into the next stage of digital creation, with more immersive and ‘Universal’ camera tools.
Where Snap is headed on this front is still unclear, especially given that the company had to recently scale back its operations due to global economic impacts and limitations caused by Apple’s OTT update. Snap ads now have lowered effectiveness as a result, which has seen their advertisers reduce their ad spend. While Snap still has its unique and valuable younger audience reach, it’s still currently on the back foot, which may delay its more advanced projects.
The Wrap
With things as they are, it makes sense for Snap to break out some of its Director Mode features onto the main app, while Dual mode also ties into broader usage trends, making it a potentially valuable engagement-focused addition. This perhaps also explains why Snap is putting the function ‘front and center’ in the function bar and not just as another extra Lens option.
Will it see good take-up? For the most part, broader trends at least indicate interest, while Snapchat also has a solid track record of understanding its audience and incorporating trends that align with their behaviors. In the end, it’s expected that Dual mode will open up a lot of new options for brands and could be highly valuable for promotions heading into the holidays.
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