The concept of brands advertising themselves with authenticity isn’t new. Edible cookie dough company, DEUX, posted on Instagram to discuss how using the wrong flour could have led to an expense of more than $30,000. Retailer of fashion Free People offered products to curvaceous creator Remi Bader for her well-known “Realistic Hauls” on TikTok, showing the good, ugly, and destructive of her experience trying on clothes.
Engaging with these moments in real-time is a decision that businesses have had to adopt to expand their reach, mainly because of the rise of Generation Z as the most active social media users, with 82 percent of them using ” social media as means of locating new brands. Stated: not dipping towards this kind of relatable and short-form content is a big mistake.
BeReal, the social media app that has seen 300+% growth in monthly active users by 2022 — takes authenticity to the next stage with a daily push notification that calls users to act in just two minutes. No matter where they are, they are urged to record and share their experience. Content can’t be planned out, altered using filters, or edited to achieve the perfect appearance, a style that people who use social networks have rapidly become accustomed to.
It is also an option to be a part of the BeReal platform from a brand’s point of view. Fast-casual eateries Chipotle was among the first companies to create a splash on BeReal by providing behind-the-scenes videos along with promotional codes to their earliest and most loyal fans. E.l.f. and INNBeauty have access to their “no filter” style of content from the beauty world. They have also made waves by hosting in-office events and sneak glimpses.
But can the platform be sustained? Brands require an individual who can to the point that nobody else is ablecanpate… which means that logistically, there are obstacles to making sure you are at absinthe moment and pushing out content that will be attractive to your fans and reflect your brand. The speedy and natural CTA signifies that guidelines for brand and approval procedures are not feasible in this case (though the elements of your brand can be planned to a certain extent).
Here are some things to know if you are planning to get into BeReal
Do not use the platform for another marketing instrument; you’ll risk driving users away. Consider it as a way to build relationships.
Content will only be visible for 24 hours. So consider the impact of using resources. The rewards as you grow your audience.
If you’re planning to be honest… make sure you own it. That means you must feel confident in displaying the good, the bad, and the actuality of running a business. Your brand may enthrall some of your customers.
If you opt to wait things out to see the longevity of the platform, keep in mind that authenticity and relatability are growing as critical factors for consumers–especially Gen-Z, seeking this kind of content for brands they already trust, serving as an opportune time to start creating relationships on other social platforms like Instagram and TikTok. The key is offering human-powered community management and content designed to connect, not sell.
If BeReal will last the tests of time and evolve into another platform to help brands gain, recognition and lift will be determined. In the meantime, BeReal has been teaching marketers an abundance of information about the change in how consumers interact and how digital relationships are developing in an authentic and next-level way, and it’s vital to be listening.