30 Aug BeReal App Review: Should Your Brand “BeReal?”
With E.L.F. Cosmetics joining the 2.93 million users who “BeReal,” and other brands taking the format of the app onto other platforms (we’re looking at you, Instagram!), here’s some information to consider before your brand joins the quickly growing platform.
What is BeReal?
BeReal is the latest craze in social networking apps, one which directly calls out other platforms for their performative nature, all while demanding that its own users “BeReal.” The app sends out a notification at a different time every day, simultaneously alerting users to capture a photo within a two-minute time frame using both the front and back camera. The user’s friends can then react to the post with comments and RealMojis. The app has no filters, no edits, and frankly, a very unflattering camera.
Who is On the App?
The majority of app’s users app is Gen Z. This demographic is unsurprising, as the app caters to the generation’s desire for authenticity on social media. As the first-ever generation to grow up in a world of social media, Gen Z is interested in “making social media causal again,” a notion that is easier said than done, as often this so-called “authenticity” might be less performative but is still carefully curated.
In the case of BeReal, the app allows you to post late as well as retake photos as many times as you’d like. Many people also arrange the setting/background before taking their BeReal, making it more aesthetically pleasing than a true candid shot. The app does, however, alert your friends if you’ve posted late and shows the number of times you retook the photo. So, transparent, yes. But completely authentic? No.
So, should your brand join the platform?
Why Brands Should BEware.
The app is FULL of glitches. As in, extremely laggy and often crashes unexpectedly. While users do get to preview their captured photo before approving it to post, the app sometimes glitches and skips this step entirely, posting the photo before user approval is given (I’m sure you can imagine why this could be problematic).
Another important thing to consider is that the way users are interacting with the app is not favorable to brands. Although the app has a discover page that allows people to look through public posts from people they are not following, most users keep their profiles private and only follow a handful of friends, keeping their reach fairly small.
The app has no For You Page, no algorithm, and no way to scroll through a user’s profile. As a result, the only way for users to see a brand’s content is by friending them.
So, would users even friend brands on the platform?
Most likely, no. People don’t want to see brands on an app where they are seeking unfiltered content from their friends.
Some brands that have already joined the platform such as Chipotle and E.L.F. Cosmetics saw moderate success with posting promo codes for free products/meals, but if giving away free stuff is the only way for brands to get engagement, is it worth joining?
The spontaneity of the app also makes it challenging to plan content. The alert could go off outside of work hours or during confidential meetings, making it difficult to get out meaningful posts.
Ways Brands CAN BeReal
Even if your brand doesn’t join the app, brands can still hop on the trend on their existing social platforms. Many users have taken to posting screenshots of their BeReal posts on Instagram stories and Instagram has created its own version of BeReal with a “Dual” feature on reels/stories.
Users have also shared BeReal-themed posts to TikTok, following a trend of users posting their most shocking BeReal posts along with their friends’ Realmoji reactions (see example below).
Brands can also jump on the authenticity trend outside of BeReal content with organic less-staged posts, photo dumps, candids, and user-generated content.
Want more tips on the right way to approach social for your brand? Get in touch with us today!