Just how far can BeReal be taken in the world of social media and digital marketing?

 

 

We all know a “real” individual. They tell it like it is, no matter what. And sometimes, that can be refreshing. But other times, it can be particularly brutal, especially when they are openly honest about our shortcomings or embarrassing moments.

We refer to people with this trait as “realists”, and we often admire them for their lack of filter and their willingness to speak the truth, no matter what the consequences might be. But there is a fine line between being real and being rude, and most of us try hard to avoid crossing that line.

Introducing BeReal, the ‘new kid on the block’ in the world of social media. Granted, it would be harsh to label the app ‘brutally honest’. This platform does, however, encourage users to share their authentic selves with friends. It’s my understanding that the overall premise of BeReal is that users should feel comfortable being open and honest with each other without fear of judgement.

The objective of this article is to bring BeReal to light, explore how this fresh & innovative mobile application is projected to achieve success, and if we can ever see it used in mainstream social media marketing...

 

So… What is BeReal?

 

BeReal is a social media platform that is specifically designed to promote honest and authentic communication among friends. The app has been around for a while now, and as an aberrant to traditional social media, BeReal is redefining the experience of social networking. The platform is free of filters, social influencers, and – most crucially to this context – advertisements. Here is how it works…

Users of BeReal are reminded to share one unfiltered photo every day. You and your friends will be sent an ad hoc ping to your device each day indicating “Time to BeReal.” 

 

 

 

Only a two-minute window provides you with the opportunity to snap a picture of whatever you’re doing, and once this period is gone, any late submissions will be flagged to your connections as ‘late’. As an additional feature, posting your own BeReal moment is required before viewing your friends’ daily posts.

A two-minute photo session leaves little time to compose or fabricate a moment of your life, resulting mainly in humorous or awkward pictures. This is the main design of BeReal— an ‘Anti-Instagram’ approach to framing some of the most humdrum and monotonous aspects of life. 

 

BeReal Promises Authenticity

 

With approximately 21 million active users per month, BeReal is currently one of the most popular social networking platforms. The app’s primary users are of the younger generation, and its popularity has been attributed to the current trend of Gen-Zs rejecting traditional forms of social feeds in favour of more authentic experiences.

As influencer marketing becomes more saturated, audiences are becoming increasingly weary of inauthentic content. BeReal is quickly gaining traction as the go-to platform for influencers who want to capitalise and connect with their audience in a genuine way. There is a slight catch though…

BeReal doesn’t allow followers, in contrast to other social outlets. The number of friends you can add to your post is up to you, however they must post a BeReal moment to view it. By limiting posts to once a day, the app prevents inattentive users or followers that have fuelled TikTok and Instagram’s influencer marketing phenomenon. 

Once you have taken a snapshot, it can either be shared with the public or only your friends can view it. In the case of your account being set to public, the entry will appear in the Discovery realm. The Discovery section of BeReal allows an authentic gateway to meeting new people online, and if there are any future vulnerabilities with a fully authentic app like BeReal, my guess would be it comes from within this area.

 

How Other Social Platforms Have Adopted BeReal’s Unique Style of Media

 

A social media platform that has been heavily influenced by BeReal is Instagram. Instagram’s Candid Challenges feature has been recently been made effort to roll out to its users. Essentially, the Candid Challenges are almost a carbon copy of BeReal, with only two minutes to capture the essence of whatever it is you are doing at that moment in time.

TikTok have also followed in the footsteps of BeReal, with their new feature ‘TikTok Now’. The official announcement reads “Making possible deeper connections and entertainment in a fun format, TikTok Now invites you and your friends to capture what you’re doing in the moment using your device’s front and back camera.”

The factors that make social media appealing to Gen Z in general are rapidly changing. As more and more people flock to a platform, the expectations around that platform change. It’s no longer enough to be the only social media app available for a certain niche of consumable content, and in order to keep people engaged, platforms like Instagram and TikTok have to continually evolve and adapt to changing usage patterns.

So far, it seems like BeReal is having a major impact on the world of social media. Its original idea of content is changing the way people communicate with each other online, and it’s only going to continue to grow in popularity in the years ahead.

 

The Future of BeReal

 

So, how far can BeReal take this unique form of social media? Will it eventually become mainstream, or will it stay niche?

It seems at the moment (from the previous points discussed) the concept of BeReal has been adapted by other huge social media outlets, and there’s no doubt that the idea of ‘right here, right now’ transparency is slowly making its way into the mainstream. But as huge competing platforms adapt this concept, then surely BeReal must also tailor to those changes in order to stay ahead of the curve.

The question lies on how this can be done. Well, it is undeniable that BeReal can be used by brands and agencies in the digital marketing world. I mean, you’ve clicked on this post all about it, right? But the limited features of BeReal make it super difficult to integrate promotions and campaigns due to the stance that the founders Alexis Barreyat and Kevin Perreau have initially taken.

My prediction is that (if there is a future in this) BeReal will use their core principles and philosophy to establish an unbiased and genuine approach to online marketing, and integrate new features to aid businesses and brands. I think if these tenets are held, and BeReal don’t sell out to a social monopoly, BeReal can really stamp their authority on the world of ethical online advertising.