Meta is testing a new feature for Instagram titled 'IG Candid.' This is a 'BeReal'-inspired photo sharing service that prompts users to take a picture at a specific point on each day. The picture is taken at the same time of day by all users on the application, and the picture cannot be filtered or edited. This encourages authenticity while offering individuals a real glimpse into each other's daily lives.
The IG Candid feature is currently in internal testing as a prototype. Meta did not yet confirm when, or if, this feature will make it to public testing or a full-scale public release. However, internal testing has shown the feature to be positive and well-received. The IG Candid feature continues the push toward authenticity in the social media space, which is often plagued by idealized images and curated snapshots meant to convey a disingenuous reality.
Authenticity-Focused Social Medias
Instagram is Testing 'IG Candid' Inspired by BeReal
Trend Themes
1. Authenticity-focused Social Media - Social media platforms are exploring more ways to promote authenticity, creating opportunities for businesses to align their branding with this trend.
2. Unfiltered Photo Sharing - The rise of unfiltered photo sharing platforms creates an opportunity for businesses to showcase their products and services in a raw, realistic way that resonates with consumers seeking authenticity.
3. Real-time Community Sharing - Real-time photo sharing apps that offer users a glimpse into each other's daily lives are becoming more popular, and businesses that incorporate this sharing component in their marketing campaigns may see increased engagement and loyalty from customers.
Industry Implications
1. Social Media - Social media platforms are seeking new ways to promote authenticity, creating opportunities for companies who offer social media marketing and management solutions.
2. Retail - The rise of unfiltered photo sharing creates new opportunities for retailers to showcase their products in a real, relatable way that builds trust with consumers.
3. Travel - Real-time travel sharing apps could be a potential marketing opportunity for airlines, hotels, and travel companies to offer personalized and authentic experiences to potential customers.