Beme: What Happened To Casey Neistat's Social App?

Beme was a video-sharing social media app created by Matt Hackett and Casey Neistat, launched on July 17, 2015. Unlike other platforms that encourage polished, carefully curated content, Beme focused on raw, unfiltered, and authentic moments. Users recorded videos of up to four seconds in length, simply by holding their phone to their chest, covering the proximity sensor. Once recorded, the video was instantly shared with their followers, without the option to review or edit.

The Rise of Authenticity

Beme aimed to capture genuine, in-the-moment experiences, differentiating itself from platforms like Instagram and YouTube, where content often undergoes heavy editing and filtering. The app's core appeal was its simplicity and immediacy. By removing the ability to preview videos, Beme encouraged users to share their lives as they happened, fostering a sense of realness and connection. This focus on authenticity resonated with a demographic that was increasingly wary of the highly-produced content dominating social media. Think about it, guys, how many times have you scrolled through Instagram and wondered how much of what you're seeing is actually real? Beme offered an alternative – a glimpse into unfiltered lives.

The app's unique recording method was another key feature. By holding the phone against their chest, users could record videos discreetly, without constantly looking at the screen. This hands-free approach made it easier to capture spontaneous moments, whether it was a quick reaction, a passing thought, or an interesting sight. It also made the act of recording less intrusive, both for the user and those around them. Imagine walking through a crowded street and being able to capture the energy of the moment without holding your phone up in everyone's face. That was the idea behind Beme's design.

Casey Neistat's influence played a significant role in Beme's initial popularity. As a well-known YouTuber with a large and engaged audience, Neistat promoted the app extensively, introducing it to his fans and demonstrating its unique features. His involvement gave Beme instant credibility and helped it attract a large user base in a short amount of time. Neistat's reputation for authenticity and his rejection of traditional media formats aligned perfectly with Beme's core values, making him an ideal advocate for the platform. He wasn't just pushing an app; he was championing a new way of sharing and connecting online. The initial buzz surrounding Beme was undeniable, with many users drawn in by the promise of a more authentic social media experience.

The Acquisition by CNN

Despite its innovative approach and initial success, Beme faced challenges in scaling and sustaining its growth. In November 2016, just over a year after its launch, CNN acquired the company for a reported $25 million. The acquisition was driven by CNN's desire to reach a younger audience and experiment with new forms of digital storytelling. CNN saw Beme's technology and user base as valuable assets that could help the news organization connect with millennials and Gen Z. It was a strategic move aimed at adapting to the changing media landscape and ensuring CNN's relevance in the digital age.

The plan was to integrate Beme's team and technology into CNN's existing operations, with the goal of developing new video-centric products and formats. Neistat and Hackett, along with the rest of the Beme team, joined CNN, bringing their expertise in social media and mobile video. The acquisition was seen as a win-win situation, with Beme gaining access to CNN's resources and reach, and CNN benefiting from Beme's innovative spirit and understanding of young audiences. There was a lot of excitement about the potential for this partnership to revolutionize the way news was consumed and shared online. It felt like a bold experiment with the potential to reshape the future of media.

However, the integration process proved to be more complex than anticipated. CNN's corporate culture and traditional approach to news production clashed with Beme's freewheeling, experimental ethos. The Beme team found it difficult to navigate the bureaucratic processes and hierarchical structures of a large organization like CNN. The creative freedom and agility that had characterized Beme were stifled, and the team struggled to adapt to the new environment. It became clear that merging a small, nimble startup with a large, established media company was not as seamless as it had initially seemed.

The challenges were compounded by differing visions for the future of video content. CNN's focus remained on traditional news reporting, while Beme's team was more interested in exploring new forms of storytelling and engaging with audiences in innovative ways. These conflicting priorities led to disagreements about strategy and resource allocation, further hindering the integration process. It was a classic case of two different worlds colliding, with each side struggling to understand and adapt to the other's perspective. The initial optimism surrounding the acquisition gradually faded as the difficulties became more apparent.

The Demise of Beme

Ultimately, the integration of Beme into CNN was unsuccessful. In January 2018, less than two years after the acquisition, CNN announced that it was shutting down Beme. The decision was attributed to a lack of progress in developing new products and a failure to achieve the desired results. Despite the initial enthusiasm and investment, the partnership had not yielded the anticipated benefits, and CNN decided to cut its losses.

The closure of Beme marked the end of an era for the app and its community. Users were disappointed to see the platform disappear, and many expressed frustration with CNN's handling of the acquisition. The shutdown raised questions about the wisdom of acquiring startups and the challenges of integrating them into larger organizations. It served as a cautionary tale about the importance of cultural alignment and the need for clear strategic goals in mergers and acquisitions. The Beme story became a case study in how even the best intentions can go awry when different organizational cultures clash.

However, the Beme team continued to work at CNN on other projects, including a YouTube channel called CNNN. This channel aimed to reach a younger audience with news and informational content presented in a more engaging and accessible format. While CNNN represented an attempt to salvage some of the original goals of the Beme acquisition, it never achieved the same level of popularity or cultural impact as Beme itself. The spirit of Beme, with its focus on authenticity and unfiltered moments, was difficult to replicate within the confines of a traditional news organization.

In the end, Beme's legacy lies in its innovative approach to social media and its championing of authenticity. The app demonstrated the potential for a more genuine and unfiltered online experience, paving the way for other platforms that prioritize raw, unedited content. While Beme may be gone, its influence can still be seen in the rise of platforms like TikTok and Snapchat, which embrace spontaneity and encourage users to share their lives as they happen. Beme's story serves as a reminder that innovation often comes with risk, and that even failed ventures can leave a lasting impact on the digital landscape. So, while Beme is no longer around, its impact on the way we share and connect online is still felt today. It was a bold experiment that, despite its short lifespan, helped to shape the future of social media.