“We Need To Be On BeReal” - Why should businesses consider it?

By now, everyone has heard of BeReal.

In contrast to the curated, idealised nature of social media, BeReal aims to bring more authenticity to the internet. 

Rather than being aspirational, BeReal is focused on sharing moments of our real lives. As a result, scrolling through the app doesn’t evoke the same anxiety and self-comparison as a brief flick through Instagram would. 

Because BeReal is situated in a casual, more leisurely space on the internet, this begs the question: Why should businesses consider going on BeReal? 

What is BeReal?

If you have a phone or an internet connection, it’s likely you’ve heard of BeReal in some way or another.

According to BeReal, the app is “a new and unique way to discover who your friends really are in their daily life”. 

This subverts the conventions of social media, which in these days is more about being edited, staged and posed. 

But other than its mission for authenticity, BeReal is unique as it doesn’t have many of the defining features a social media platform would usually have.

On BeReal, there aren’t any:

• Likes or dislikes

• Followers

• Ads or promos

• Filters

• Influencers or verified accounts

The app is strictly for posting photos and interacting, making it an interesting and unique player in the social media landscape.

How does BeReal work?

Every day at different times, everyone with the BeReal app gets sent a notification at the same time.  

Once the notification is sent, users have two minutes to capture exactly what they’re doing at that very moment. 

BeReal uses both your front and back camera, and you get to choose which camera you want to use first. But, whichever camera you choose last will go off automatically within seconds of the first one. 

So, whilst you do get some control over your first photo, the last photo is less controllable. This brings the authentic aspect to BeReal, as you have very limited time to pose or curate your photos.

What’s the point of BeReal?  

Since BeReal operates on a two minute timer, it’s impossible to stage a perfect photo like you would on Instagram. 

This is because BeReal is designed to show your friends what you’re actually doing, even if it’s something as tedious as folding your laundry. 

The whole point of BeReal is that it’s not supposed to be perfect. It’s meant to capture the mundanity and normalcy of everyday life in all of its glory. And it’s this human approach that’s capturing the hearts of its 20 million active users. 

Should your business be on BeReal?

Although BeReal doesn’t have any ads, likes or awareness algorithms, it’s interestingly a great place for brands.

But this depends on the brand, its mission and its audience. 

For example, a B2B software company may not find their audience on BeReal. On the other hand, if you’re a skincare brand with a fun tone, BeReal is a great place to market your business.

Before you consider using the platform as a marketing tool, think about whether your audience would use BeReal, and whether it’s an effective channel for you to get your message across.

Why brands should consider using BeReal

If BeReal aligns with your business, it can be a really effective place to deepen your bonds with your community. 

Whilst most social media platforms are usually the antithesis of authenticity, BeReal creates a space where we can be human on the internet. 

And as humans, it’s only natural that we seek ‘realness’ online. People love seeing what others are up to in their normal, everyday lives. Especially when it comes to businesses or influencers, people love to get behind the scenes access into the lives of the verified figures they follow. 

In fact, this very idea has been described as the personal “backstage” in media studies. When brands or public figures give their followers a glimpse of their private life, they make their audience feel more like friends than consumers. By revealing the elusive details of their everyday life, brands are able to develop more intimate connections with their audience, which works wonders when it comes to building loyalty. 

Which brands are succeeding on BeReal?

In addition to providing a glimpse of the backstage, BeReal is also a great place to defy marketing conventions. With no hashtags and limited awareness measures, BeReal challenges brands to unleash their creativity. 

Chipotle is a brand that really rose to the challenge.

On BeReal, the mexican food chain posted an image of their takeaway bag with the text:

“First 100 people to use code FORREAL in the Chipotle app get a free entree”.

This marketing tactic was smart, fun and successful, as it caused the brand to blow up on social media. It worked well as it proved that Chipotle really knew and understood their audience.

Take advantage of BeReal

BeReal is a great disruptive marketing tool for businesses.

Rather than the overly constructed and perfected marketing strategies we rely on today, BeReal has created a space for creativity and play. 

It brings back that spark that was harnessed in the early days of social media. That unfiltered rawness we once revelled in but somehow lost along the way.

If you’re looking for ways to break the mould, BeReal is an empowering space to market your brand.