BeReal versus Mohi: the contrast between fast and slow media

Some professionals at ZUID like to inspire each other. This includes Content Director Anandi and Content Strategist Joëlle. Read about their chat about fast and slow media, where they take a look at social channels BeReal & Mohi.

Anandi: “Hey Joëlle, I have to make a confession. Last week, our CEO Mathieu asked me if I already had the BeReal app. I didn't know it yet, slightly embarrassing, of course, because I should know that kind of thing. And not pointed out by your boss who comes from the previous generation anyway... I've been trying it for a week now, only I have to say, I don't like it at all. What you?”

FACT — BeReal is a social media app from France that was released in 2020, but is now suddenly becoming mega-popular. The platform promises to “provide a new and unique way to discover who your friends really are in their daily lives.” At any given time, you get two minutes a day to take a picture of what you're doing — the photo then grabs both the back and front cameras on your phone — so there's also a selfie. Because it's so random, you should get a 'real' glimpse into each other's lives. No filters, no staged images, and no #latergram.

Joëlle: “Ah yes! Indeed, I saw that you had created an account. Otherwise, you'll be fine ;-). Something about a fast learner. To be honest, I find something like Snapchat. But then a 2.0 version: quick photos without frills. What I do like is that both cameras on your phone take a photo at the same time.”

Anandi: “Yes, rather Snapchat -2.0. I get the idea behind it, you share a photo without a filter and you can only see other people's photos if you post something yourself. At the same time, it also forces you to work on it at that moment. Because actually, you only have two minutes to post a photo. So the pressure of not taking a nice photo gives way to the pressure to do it within those two minutes. Consequence? So you're constantly checking your phone to see if you need to post a BeReal. By the way, not very nice for your company either...”

Joëlle: “I get what you're saying. By the way, it also makes the content you share very monotonous. So far, I've often received a notification while working at my computer. Is that fun for your followers to see? Every day? Little creativity possible if you ask me. Although I do find the idea behind a 'real' platform an interesting starting point. For B2C, then. As a B2B channel, this platform is of course not an options.”

Anandi: “No, exactly. On Snapchat, for example, you can still do something with sponsored filters or ads in between. That's not what BeReal is designed for. Also known as their strength, of course. But I wouldn't recommend this platform in our content strategies.”

FACT: The BeReal app is particularly popular among young people. According to a study by GfK, the platform reached 15% of 13 to 24-year-olds in the Netherlands last month. Furthermore, 91 percent of the Dutch reached are under 35 years old. By comparison, 73 percent are under 35 on Snapchat, 44 percent on TikTok, and 37 percent on Instagram. In addition, BeReal is mainly focused on B2C use. Brands are also not formally allowed to create an account on the platform and ads are (still) prohibited. However, you can see that companies are becoming increasingly creative with ways to be visible in the app.

We also posted the following poll on LinkedIn last week, showing that most people (42%) are already using BeReal:

‍

Joëlle: “While it's about new channels: do you already know Mohi?”

Anandi: “I've heard of it, but still haven't downloaded it. Worth it? It sounds nice...”

Joëlle: “Haha, it's nice too. The layout is really a gem to look at. It is very accessible and brings you to an oasis of peace. Sometimes nice, such a slow media channel. Especially between all those fast platforms. In a nutshell, you follow people with the same interests. They post podcasts, series, books and, for example, music tips. This way, you can be almost 100% sure that you are not going to start a series that you will end halfway. So no Fear of Better Options (FOBO)!”

FACT: Mohi is an Amsterdam start-up that is mostly known in the Netherlands. They focus on sharing your favorite media content, not sharing your own content. You can create a profile and highlight your tips there. You can also follow others and thus get recommendations from people you value. In addition, there is no algorithm and it is therefore more about quality instead of popularity.

Anandi: *download Mohi*

Anandi: “Okay, I'm dead! How nice to scroll through this. This makes my content marketing heart beat a little faster. In particular, the promise “It's the digital Marie Kondo experience” appeals to me. And besides the fact that I would like to use it for personal tips, I also see more opportunities for brands focused on media here. In any case, an army of influencers will make their appearance here, but a lot more substantive instead of just the “check me out” posts.”

Joëlle: “Exactly. Within Mohi, you don't share direct images from your life, but you do share tips and recommendations for content. From your personal interest. By connecting content to you in this way, you show your identity in a different way. Do you think the 'slow media' principle is going to be a trend?”

FACT: Slow media is all about slowing down the production and consumption of information. For example, if you take extensive time to read a newspaper, or you follow a tip about a book or movie by an acquaintance. Be aware of the consumption of media. Fast media, on the other hand, is about the speed of information. Think Twitter, Facebook, and Instagram. That's where you want more, more, more and the apps are built to give you as many incentives as possible and keep you inside the app for as long as possible.

Anandi: “I definitely think that slow media is more in line with the overall optimistic consumer trend that we're seeing. Especially due to the gloomy period with Covid-19, war and climate crisis, it is nice for people to be able to escape from that real world. Then getting distracted and inspired instead of having your nose turned to the facts like with BeReal, is a breath of fresh air. We already get that harsh reality thrown at our heads enough every day. So let's try to make life — where possible — a bit more 'mohier' :-)”.

Joëlle: “Amen!”

Anandi: “I'm going to follow you on Mohi, by the way. Have you shared anything yet?”

Joëlle: “So now I'm going to connect my identity to a series. Don't laugh, but I was very excited about 'The Secret Diary of Hendrik Groen'. A series about a man in a retirement home. As my review on Mohi says: “Poetic, well-chosen lyrics. Not a fast-paced series. But slow. With small stories about what happens within the walls of a care home. Narrated by Hendrik Groen. You can only love him.”

Anandi: “It doesn't appeal to me right away, but because of your recommendation, I'm definitely going to give it an episode!”

‍