Sep 8, 22 | 4 min read
BeReal for brands
Reading time: 4 minutes
If you like staying up to date with social media trends, you may have heard of BeReal , a new platform that has risen to the top of the social media charts and is taking Gen Z and Millennials by storm.
In a world surrounded by filters and ads, where everything is well calculated and planned before posting, BeReal goes the other way. As the network defines itself, it aspires to be “ a new and unique way to discover who your friends really are in your daily life ”.
The timing for this approach was perfect, because people miss having a space on the Internet to simply connect with each other:
Users are criticizing Instagram for prioritizing sweden email address more and more recommended content instead of what users already follow;
the trend of social media becoming less about "social connections" and communities, and more about becoming content platforms.
That’s why Gen Z flocked to Tumblr (remember Tumblr?) in early 2022. And that’s why BeReal is growing, big and fast.
The platform now has more than 10 million daily active users , up from 2 million in January 2022.
And of course, this growth couldn’t be left unnoticed, right? Snapchat , for example, launched a “new dual” camera option, similar to BeReal, and Meta is currently testing new Instagram features with some BeReal inspiration as well.
If “real life” content is growing to the point of reaching giant social platforms like Instagram (and exponentially driving new ones like BeReal), of course we have to think about where we, as marketers and brands, fit into this equation.
If the problem is the excess of edited content, advertising and algorithms... is there room for brands and Marketing in BeReal?
How does BeReal work?
If you are not on BeReal yet, let me explain how it works.
First, you'll be able to have just one post per day. Every day at a different time, everyone is notified simultaneously to capture and share their photo in real time. No videos, no filters, just your real life in one shot.
And you have to act fast! When you receive the notification, you'll only have two minutes to capture your image, both with the rear and front cameras. So, as you can see, there's no time to think too much about what you're going to post. It's all about what you're doing at this specific moment.
Another important fact is that the main objective of BeReal is not to get a lot of followers or just “check out what your friends are doing.”
The platform also wants you to be real (duh). So to make sure you're also posting your photos in real time, the platform will only let you see and interact with your friends on the app if you're up to date with your own posts.
If you don't post, you can't interact with other people.
And how do brands use BeReal to interact with their customers?
With that explanation, you might be thinking that there is no place for Marketing at BeReal. But I am here to tell you that yes, there is, all you have to do is think outside the box.
Some brands are already testing some approaches on the platform to understand its environment and possibilities and, of course, take advantage of this new trend.
Chipotle, for example, is one of a growing number of brands joining BeReal. They joined the app in April and are using it to share exclusive, reusable promo codes for a certain number of people.
Using the platform to share coupons, information, or exclusive launches is a smart way to engage with your BeReal audience without relying on a lot of planning, as you won't be able to predict when exactly the platform will send out the daily notifications.
As an important note, BeReal does not allow formal advertising at this stage . But there are other ways to use the platform besides that. For me, the main message is that customers demand real content, without masks.
Brands can take inspiration from the platform’s idea of an unfiltered life and start showing themselves unfiltered as well. How about inviting customers to see “behind the scenes” of the operation, meet the real people behind the company, and use it to strengthen the brand community? It’s a great way to start!
Do you want to stay up to date with the best Marketing practices? I suggest you subscribe to The Beat , Rock Content's interactive newsletter. There you will find all the trends that matter in the digital Marketing landscape. See you there!
