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You may have heard of BeReal — it’s one of the hottest social apps out right now, and has enjoyed immense viral growth. BeReal prompts users to share a dual-sided picture of their lives once a day, and is a clear antithesis to the highly curated feeds of other apps like Instagram.

Trouble is, Instagram has noticed. It’s recently been discovered that Instagram is prototyping a feature called Candid Challenges, which is an exact replica of BeReal. Ouch.

This isn’t a new move. In the past, Instagram copied Snapchat stories, and more recently has copied TikTok’s content format with Reels.

For BeReal, which is still a young app with a relatively small user base, the potential imitation from Instagram is flattering yet potentially deadly. By rolling out Candid Challenges to its 2 billion users, Instagram could easily nuke BeReal’s future growth potential.

BeReal is up against the wall. The company has to change something, or hope that Instagram diverts its gaze for long enough for it to build a more meaningful user base.

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