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Have you looked into the opportunity of boosting your brand’s authenticity with the new social app that’s taking over the internet?
BeReal, the rising app at the moment, prompts its users at a random time each day to share a snapshot of what they are doing in real time with a 2-minute time limit to post an update.
With a focus on authentic, raw day-to-day living rather than filtered IG lifestyle pictures, the app is being hailed as the anti-Instagram.
The app’s rise and the appeal of its “real life” approach suggests that people may have become tired of the exaggerated representations of people’s chosen personas and online reputation.
With other social media giants, looking at someone’s social media profiles is akin to watching a highlight reel of their life that leaves out the low points and flaws and emphasizes what they want you to see.
Now you can understand why BeReal is becoming more popular; these current, everyday photographs give a more relatable representation of real life, which can actually help to foster community and connection.
As it could result in a poor opinion of oneself and negative effects on mental health, apps like Instagram have been criticised for the all-fancy approach that tend to promote unrealistic beauty standards.
The “no filters, no followers” approach of BeReal is obviously striking a chord, as the app has now grown to 10 million users and other applications are now trying to imitate its fundamental features.
Instagram, for example, is now developing a new “Candid” feature that closely resembles the BeReal UI.
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Exciting opportunities with BeReal
BeReal is being tested by several companies, including Chipotle, which has been using the app to provide exclusive promotional codes, an interesting use of the app to attract engagement.
The authenticity BeReal offers is also something that entrepreneurs could use to position their trustworthiness in their offerings.
In addition to testing out different ways to product previews and deals based on BeReal’s limited time window strategy, other businesses are using the app to share behind-the-scenes content and insights into how they conduct their business.
Without a doubt, there are creative factors at play here. With 10 million users and counting, you can guarantee that more brands are taking notice and thinking about how they can capitalize on this trend as it continues to gain momentum.
BeReal does not now permit official advertising as of the moment, but that may change in the future as the app grows and is reportedly on track to close a funding round that will quadruple its valuation to over $600m.
But an even more significant concern for BeReal’s core appeal is that it is really constrained and is something that other apps might simply copy.
As they seek to weaken rival distinction and discourage their customers from downloading another app, other applications are likely to follow suit.
As BeReal’s approach has proven effective and becomes more of a competitor for attention, More apps will attempt to utilize their size to stifle the platform before it grows too large.
This has been an obvious trend among social media platforms.
Instagram launched a Stories feature when Snapchat’s Stories gained popularity.
Twitter launched Spaces right away in reaction to Clubhouse’s rise.
And the most apparent, Instagram Reels and YouTube Shorts being responses to TikTok’s success.
Although the case of the bigger app pushing rising platforms out of popularity through immitation has not really been the same for Reels and Shorts.
So who knows? BeReal could actually be another Tiktok story.
For all its worth, it’s wonderful to think about how this new app might fit into a future marketing strategy that is more genuine.
You might also want to read: 6 communication fun facts you probably didn’t know (commsroom.co)
Jaw de Guzman is the content producer for Comms Room, a knowledge platform and website aimed at assisting the communications industry and its professionals.
