Let’s be real, BeReal doesn’t have advertising.
As it stands there is no formal advertising happening on the emerging social media platform.
But its rising popularity today begs the question: “can my brand use it?”
The beauty of something as new as BeReal is that there is always an opportunity to explore its features.
There may be no formal advertising on the platform, but it also does not prohibit brands from creating their own accounts and posting content whenever they get a prompt.
So, let’s dive in and have a looksie.
Famous Mexican restaurant Chipotle, for instance, is one of several brands that are undoubtedly exploring possibilities on BeReal.
The brand joined the platform in April and has been documented to share reusable and exclusive promo codes for specific people on the platform, which is quite a smart move to do in a digital space where advertising is not even an available feature.
So why attempt to promote your brand on a social media platform that does not welcome any form of advertising? It is because BeReal has been downloaded 53 million times since it was launched in 2020, according to an article shared by Apptopia.
It is highly likely that these figures translate to more than 53 million users somewhere in Europe or the United States. If you are thinking of business, then it would be unthinkable to forego the 43 million users who are enjoying the platform.
If Chipotle is doing it, nothing is stopping you from trying it out.
How does BeReal work?
BeReal is a French social media platform that was created by Alexis Barreyat and Kevin Perreau. While it was introduced to the world in 2020, it was not until the first half of 2022 that it gained much popularity.
Critics fondly refer to BeReal as an anti-Instagram platform as it encourages its users to stay true to their looks, their feelings, and their surroundings. Unlike Instagram, where most – if not all – of its content is curated, BeReal does the exact opposite and captures people in their most candid moments at any time of the day.
At a random time each day, BeReal sends its users notifications and they will be given a 2-minute window to take a snapshot of themselves, wherever and whatever they are doing during that given period of time. It will simultaneously take a photo using the front and back cameras of a phone.
Interestingly, users cannot see their friends’ photos on BeReal until they post their own. The whole objective of the platform is to encourage people to share real events in their lives. Surprisingly, millions of people love it. For some reason, a huge percentage of the world’s population grew tired of fake photos and is now part of the movement that seeks to promote authenticity among social media users.
Ways to Effectively Optimize BeReal for Marketing Purposes
Since people using BeReal are also advocating for authenticity and shying away from the life of glam people project on Instagram, it is best to market the “human” side of your brand. This is a platform that encourages being real, being true to oneself, and being honest – whether you look photogenic or not. If anything, it is an accurate and meaningful digital journal of day-to-day events that people enjoy and wish to immortalize.
Start with a few simple ways to make your brand’s presence known on the platform:
1. Advocate for mental health and promote self-love.
One of the main reasons why people are migrating to BeReal is because they are tired of pretending to be someone they are not. They just want to be themselves and be loved and accepted for it. There is no need to pretend, curate posts, look camera-ready all the time, and be flawless. When you promote self-love to protect the mental health of people, you would be surprised by the overwhelming response you will get.
2. Post highly relatable content for people from all walks of life.
It is okay to share unglamorous content on BeReal. Make people realize that your brand suits their lifestyle, even if they choose to remain low-key. Whether they are go-getters, jet setters, or ordinary people trying to create a genuine persona online, your brand can always find a way to connect with them. It would also be great to highlight what our bond stands for.
3. Share behind-the-scenes content.
People love to see behind-the-scene photos as they depict what is going on in real life. They will also get to see the rawness of the scenario and how chaotic some situations maybe when they are not the subject photos. Behind-the-scene photos are how we see the vulnerabilities of people and what they do when there is no crowd to please or cheer them on.
4. Listen to what people are saying.
Get a pulse of what people are talking about these days, what they are inclined to try out, where they intend to go, and how they plan to get there. Listen to what they like and what they do not like. When you generate these kinds of data, it becomes clearer what kind of content people want to see on BeReal. Just remember that in order to draw attention, your brand also has to keep real. No pretensions. Just sincere and raw attributes.
5. Develop an exciting community for Gen Z users.
Come up with meaningful advocacy you can promote among Gen Z users who need to realize that they just need to be themselves and need not please other people. A brand that promotes meaningful advocacy on BeReal is highly likely to attract attention, especially if it is something that aligns with the values of the social media platform. As BeReal intends to show the no-frills side of people, it is best to show the brand’s soft side, its values, and even vulnerabilities.
BeReal might not have been developed as a marketing platform.
But, there’s not reason why your brand shouldn’t be on it.
By tapping new markets and mediums, you get to listen to your prospects and customers and develop your brand even further.
That’s why it’s critical to be on top of emerging social communication platforms online.
Let’s be real for a minute.
They look poised to disrupt in their own special way.
Why not join in?