If you have a gen-zer in your life, chances are you’ve probably heard of the newest social media platform, BeReal. BeReal has been around for a few years but just recently began to take off among the younger generation. Today, we’re chatting about all things BeReal and if brands should add the platform into their social strategy.
What is BeReal?
In the most simple terms, BeReal is a photo-sharing platform. It was founded in 2019 but gained immense popularity over the past year with users 14-25 years old. The founders of BeReal note that they launched the platform to encourage users to be authentic and real (hence the name, BeReal.) Because users only post once a day, it also eliminates the urge to mindlessly scroll for hours on the platform.
So, how does it work? Once the app is downloaded, it will notify you once a day at a random time to post a picture. When the notification is opened, the app will give you 2 minutes to post a picture. When posting, the app will take a picture from both the front and back cameras of the phone. It doesn’t allow for any editing or retouching. The purpose of this is to promote authenticity and capture an unedited photo of what the user is doing at that moment. When posting, a user can retake the photo but it will show the amount of retakes to their friend list.
Unlike all other social media apps, BeReal does not have like counts, follower counts, and they do not run any advertisements. Instead, you can request to be friends with people similar to Facebook. If you do not make your BeReal post for the day, you cannot see any of your friend’s posts until you do.
Essentially, everything that Instagram and other traditional social media apps are about, BeReal goes against. And so far, it’s been working for the company. BeReal is currently valued at over $600 million and has grown 315% year-to-date.
Should my brand be on BeReal?
For a typical user, it’s not hard to see what the appeal of the platform is. But what does it mean for brands? Well, it may be too soon to tell. Because the app is hyper-focused on promoting that sense of authenticity, they don’t currently run ads or allow for boosted content (so no paid media spend at all on BeReal.) Companies can use the app to connect with their community to make the brand feel more personable and relatable; however, it will take some dedication and bandwidth from your social media manager. First, you’ll need to accept all friend requests as BeReal doesn't allow for traditional follows. Second, you’ll need to dedicate time out of each day to figure out what makes sense to capture for your BeReal moment. This could be fun office moments, behind-the-scenes snaps from a photoshoot, a sneak peek of a brand new product launch, and more. At the end of the day though, this is a brand new social platform that would require a thought-out strategy to be successful.
Currently, there aren’t many brands on the app. The most notable is E.L.F. Cosmetics who is known for being a pioneer in the beauty/social world. The brand notes that they’re hoping to use BeReal to offer exclusive access to consumers for an inside look of the team behind the company, new product drops, and more.
While the future of BeReal and its monetization plan is unknown, it is a good idea to keep an eye on the platform (and maybe secure your brand’s username before it’s taken!) Reach out to us today at Inked to connect on all things social media strategy!
