10 Yetis Plays with beme - the real-life social media app with no filters - how to use

TLDR: A new app has launched that takes video's of what you see and does not allow you to edit or filter them before they go live. We think many brands won't be brave enough to beme away

The very lovely Georgia offa Superdry fame tipped me off last week that there is a new video app called beme. Before you run off and try and get it, you need an unlock code. If you need one, hit me up. It is iOs only at the minute, but enough of the waffle, what does it do.

1. To get started you need to sign up, duh, obvs!

2. Once you have signed up you get through to the kind of "home" page, actually, "dashboard" sounds more modern.

3. You hold your phone to your chest (screen against your chest) and you feel a vibration. This is the sign that the app is now recording whatever your phone is point at. Take your phone away from your chest and it stops recording, starts processing the recording and eventually posts it online (after a few mins).

4. Friends, and "nearby strangers" (their phrase) can then watch the recording by keeping their finger on your name on their dashboard.

5. If they like what they are seeing they pop their finger on the screen whilst it is playing and a mini screen appears that takes a picture of your face looking at the video using the front camera, and sends that "reaction" to the person who recorded the video.

6. If the person who recorded the video gets a "reaction" picture they are notified and it also shows them the exact moment in the film that triggered the "reaction".

7. That's it.

A quick hack:

You can just cover the screen side camera instead of holding it to your chest, to trigger the recording and this allows for more flexibility when filming.

Why?

Well, the video from the maker/owner is a bit typically happy-clappy-American for cynical old me (see their video below) but essentially, it stops you getting distracted by trying to film a moment you are watching and wowed by, as holding it to your chest means your eyes are not distracted. The makers are also firmly of the belief that having un-polished, un-edited videos are the way forward for social media. An un-edited version of your life, something that ticks the box for many who moan that social media (myself included) is just the sanitised bits of your life that you want to show rather than the real nitty gritty of life... wow, deep for a Tuesday morning I know!

Here is their video:

Will it go mainstream?

I am going to be brave and call it, I don't think this platform will last (famous last words). Being honest, I don't think the bigger hitters of social media will be brave enough to put an un-filtered, un-edited, version of their lives on line. Beme needs the big-hitting social media account holders to go for this for it to go mainstream. I think it will float around the social eco-system for a short while before getting absorbed into a bigger app or web-offering.

I think the videos that will emerge will be very tame because people will only use it in a situation that they know they have complete control over, or where there is no risk of the video portraying them in a bad light. That leads to some very dull films (check out my first one, was very dull, especially when compared to my first Periscope that was behind the scenes at a Global fashion brand's press event.

I think it will take a very brave brand to go for this big time, there are too many outside risks of it churning out messages that are not "on-brand".

Do I like it?

Yes, it is a slick, nice, app. It is easy to use and for those brave enough, will be a great story telling tool.