In April, BeReal – a social media app that hosts many Gen Z users, saw 315% YoY daily download growth. Meanwhile, another popular Gen Z app called Poparazzi is seeing 96,100 downloads per month (just from the Apple App Store.).
And, these apps – which both encourage "authentic" photo-sharing, come a few years after VSCO – another image-sharing app – went viral (particularly Cork Ladies Bicycles Zone among Gen Z demographics).
Haven't heard of any of these apps? Don't panic.
Ultimately, we haven't written much about them for a reason: Because these apps aim to offer safe spaces for users to share their most authentic selves, we don't really think there's a place for brands or marketing on them just yet.
So, why are we discussing them now?
At this point, we've continued to watch as multiple apps that encourage minimal filtering, authenticity, and unedited content go viral with an influx of Gen Z users. And although marketers might not be a great fit for many of these apps, the trends themselves ultimately bring up themes about Gen Z that marketers will need to know as the group reaches full buying power.
In this post, we'll discuss some of the newer social platforms used by Gen Z, if you should even be on them, and what to do to continue reaching this group in alternative areas of the web.
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3 Newer Social Media Platforms With Large Gen Z Audiences
BeReal. has a perfect 5-star rating in the Apple Store with over 20,000 reviews. The app aims to fight materialism, social media insecurity, and false narratives users of Instagram or other social media platforms might run into by forcing users to publish a photo within a certain time limit and with minimal editing tools each day.
When you create an account on the app, you're asked to enable your notifications, permit both front and back cameras, and create a username.