Posed photos and curated content are on the way out, with authenticity and ‘being real’ taking centre stage in the world of social media. The newest social media platform, BeReal, has challenged the norms of social media by encouraging its users to share real, authentic content, and it’s taken the world by storm. Social media users are now seeking authentic content from brands and creators, so how can your brand use BeReal?
What is BeReal?
BeReal was first launched in late 2019, however, it exploded in popularity in April 2022. With more than 3.2 million downloads in Australia and roughly 85 million downloads worldwide, it is clear that users are loving the raw and relaxed nature of BeReal. While still being a social media platform, BeReal exists to reject the traditional trends of other platforms, and instead encourages users to share a snippet of their real, authentic lives.
How does it work?
The app works by sending out a push notification to its users at a random time every day, letting them know that it is time to ‘Be Real’. Users then have two minutes to take a photo of what they are doing at that moment and share it with their friends. Rather than having a feed filled with curated or heavily edited content, BeReal allows users the opportunity to take a glimpse into the real lives of their friends, and connect with them in a way that is different to traditional social media platforms.
This shift from curated to authentic content has changed the way we consume social media, and it has presented an opportunity for content creators and brands. Social media users want to see real, raw content, and brands can use this to their advantage.
Why should a brand consider using BeReal?
BeReal is the original platform for encouraging raw and real content, and therefore, it could be the perfect platform for brands to share more authentic and personal content with their customers. It poses an opportunity for brands to humanise themselves, create a community, share what goes on behind the scenes, and share exclusive offers. It allows your brand to communicate its own personality and connect with customers on a deeper level than traditional social media marketing allows.
What other brands are using the platform?
The Mexican fast-food chain, Chipotle, was one of the first brands to utilise BeReal as a marketing channel. They utilised the platform by offering those who were friends with Chipotle on BeReal an exclusive deal, creating a sense of community.
Cosmetics brand Kiehl’s has also taken to BeReal to share exclusive, behind-the-scenes content about the brand. They feature Kiehl’s mascot, ‘Mr Bones’, and staff members behind the camera, showing off what work they are getting up to at the Kielh’s office every day.
How can I use BeReal for my brand?
1. Be Authentic
BeReal’s users are looking for authentic, raw content. They do not want to see overly posed, glammed-up, or professional content. BeReal is different to marketing on Instagram or TikTok, so your brand must be sure to keep in line with the style of content that users want.
2. Utilise your other platforms to get followers
You can’t advertise your BeReal account on BeReal, so to get friends for your brand’s account, you must use other social media platforms. Considering the exclusive nature of the app, brands should promote their BeReal as a platform to see exclusive content and receive exclusive offers.
3. Offer Exclusive Deals
By offering exclusive deals on your brand’s BeReal, you will attract new followers, and create hype around your brand. These exclusive offers also make users who are friends with your brand on BeReal feel as if they are part of an exclusive community.
4. Share behind-the-scenes content
Sharing behind-the-scenes, or other exclusive content, will make your brand’s followers feel a part of an exclusive community. Whether it be sharing what the team gets up to in the office, or teasing new products that haven’t been released yet, this type of content will generate a stronger personal connection to your brand.
Are there any challenges to using BeReal as a brand?
While it may be the newest and most trending platform, it does not come without challenges for brands. BeReal was not created with brands in mind, with the terms and conditions of the app stating that it cannot be used for advertising or commercial purposes. This means that brands can never grow the platform within the app, and must rely on a second social media platform to promote their BeReal account. Therefore, a brand BeReal cannot gain popularity, if the brand does not already have a successful social media platform to promote BeReal on.
It is also essential that brands are aware of their target audience before launching a BeReal. Users between the age of 16-44 make up the largest demographic on the app, with only 1.7% of users being over the age of 45. This means that brands that target an older demographic would not benefit from using BeReal.
Not sure where to start? We do. Get in touch with NOUS today to talk about your social media strategy.