There has never been a social network that Meta (originally Facebook) didn’t like enough to a) clone or b) buy. Usually a) because that’s cheaper. Instagram appears to be working on a new feature designed to compete directly with an app called BeReal.

Called Candid Challenges, the new feature was first spotted by Twitter user Allessandro Paluzzi. Paluzzi charitably describes the currently-hidden Instagram function as being “inspired by” BeReal. Which is one way to put it.

Let’s BeReal about this

#Instagram is working on IG Candid Challenges, a feature inspired by @BeReal_App 👀

ℹ️ Add other’s IG Candid to your story tray. And everyday at a different time, get a notification to capture and share a Photo in 2 Minutes. pic.twitter.com/caTCgUPtEV

— Alessandro Paluzzi (@alex193a) August 22, 2022

The way Candid Challenges works is that users are prompted, at different times each day, to post an image of where they are. Both the front and rear cameras of a user’s phone are activated, giving these posts a sense of immediacy and authenticity. The two-minute time limit users have to post that photo also contributes to this impression. It would be a great idea if it was an original one.

But, as it happens, that’s almost exactly how competitor app BeReal functions. Users are prompted to post an image, using both the front and rear cameras, and are given a two-minute timeframe to do so. Meta’s latest experiment is less “inspired by” and more “totally ripped off from”, at this point. An Instagram representative, speaking to Engadget, confirmed that its feature is an “internal prototype”, but didn’t offer any other information.

That Meta and Instagram are taking these steps isn’t surprising. TikTok is the company’s current boogeyman, prompting a push to get users to use Reels everywhere. BeReal is also experiencing a surge in popularity among the market Meta is most keen on — the youngsters. Attempting to steal their schtick is more or less what Meta does best.

Source: Engadget