Is it time to BeReal?👀
🔧 Instagram has launched new tools to help refine content recommendations to increase user engagement
Hands up if you're on BeReal? If you haven't heard of it yet, BeReal is a rising social app that is tapping into a wider internet trend of authenticity online. The app is rapidly gaining momentum globally, with now reportedly up to 10 million daily active users, rising from just 10,000 a little over a year ago.
What is BeReal?
BeReal, as the name suggests, is focused on real, authentic connection - an un-edited view on social sharing, designed to help people take a step away from the overly curated feeds of other social apps.
As explained by BeReal:
“BeReal is the simplest photo sharing app to share once a day, your real life in photos with friends. Every day at a different time, everyone captures a photo within 2 minutes. Capture and post in time to discover what your friends are up to.”
How does the app work?
Users receive a daily notification at a random time saying ‘Time to BeReal’. This opens up a two-minute window for the user to post a picture of what they are currently doing.
The app takes photos using the front and reverse cameras, so you see not only what the person is doing, but where they are as well, and the time limit restricts your capacity to stage and edit shots, keeping things authentic.
Unlike other social apps, you cannot see any of your friend's posts if you do not post anything yourself.
It’s a simple process, and it’s clearly catching on with audiences across the world.
So, are there brand and marketing opportunities on BeReal?
Having brands and adverts on the platform goes completely against BeReal’s ethos, and at the moment, there are no pay-to-play advertising options.
But this hasn't stopped brands hoping on the rising momentum of BeReal and seeing success on the platform.
We've spotted various brands leveraging the BeReal trend in different ways and getting creative on the platform. Some brands are using the app to provide behind-the-scenes content, while some are also testing out different approaches to product previews and offers, based on BeReal’s limited time window approach.
Chipotle was one of the first major brands to create an account and shared a discount code giving the first 100 people who used it a free meal. Chipotle has since managed to make BeReal a real success because it shares content that feels native to the platform.
This doesn’t mean that every brand should be rushing to open a BeReal account yet but it’s worth considering how it might fit into a more creative marketing approach, as an experiment moving forward.
And if you haven't downloaded the app yet, it's definitely worth downloading and having an explore 👀