The new social media platform, BeReal is gaining popularity around the world, with downloads up 315% in 2022 alone.
But what is BeReal? And does it have any marketing potential? It’s a social media platform, where content is made and shared, so surely that is the case, right?
Well, it might not be as simple as that. BeReal has a particular point to make about social media platforms today and aims to go against the grain. Does marketing have a place in this app’s philosophy? We’re exploring here.
What is BeReal?
BeReal is the newest social media platform to take off. The concept is that you and all your friends are asked to take a picture of what you are doing at the same time every day. When you need to take your photo will be dictated by the app, and it will show the genuine lives of users.
As explained by BeReal themselves, “BeReal is the simplest photo sharing app to share once a day your real life in photo with friends. Every day at a different time, everyone captures a photo within two minutes. Capture and post in time to discover what your griends are up to.”
The concept appears to be made in an attempt to go against everything Instagram stands for today: a platform full of businesses and influencers showing only the best of themselves, making the phrase “Instagram isn’t real” a modern-day mantra.
What are the marketing opportunities?
Thus far, the marketing opportunities within BeReal are much the same as many other social media platforms. Affiliate marketing can be a big part of the BeReal scene, especially since users on other social media platforms are becoming more irritated by big influencers, mainly due to them appearing disingenuous. If you were to partner up with a BeReal user, you could soon have a dedicated audience looking at your products. An audience that trusts more than ever, the people they are talking to.
Despite what the copy around BeReal says, this is an app for influencers. Real people in a 9-5 job or university course are sitting at a desk for 5 days of the week, making for some dull content. Whereas influencers are out and about looking for the best place to make their new content. It would be beneficial to keep an eye on the emerging leading users on the app, the ones with interesting jobs and lifestyles that tend to flourish in other apps like TikTok and YouTube and partner up with them.
As outlined by BeReal themselves, BeReal is a worldwide phenomenon, with locations around the world embracing the new platform. And with other platforms like Facebook scrambling to keep a hold of their younger users, it’s important for marketers with a younger demographic to follow the audience.
“BeReal skews heavily Gen Z in France, with over 80% of its iPhone user base aged 16-24 as of Feb 2022 and Gen Z 180% more likely to use the app. Headquartered in France, BeReal has gained traction with French users, making up 30% of its historical downloads. However, the app is catching on outside of its home market – Q1 2022 QoQ growth spurred by the US, Spain, France, UK, Denmark, and Mexico.”
The importance of sticking to principles
It is worth mentioning that BeReal is gaining popularity due to its very straightforward and strict principles. The idea of the BeReal app is baked entirely into the name, and functions of the app: to be real. Most social media apps might initially come out with a purpose when they are created, but their functions are adapted, and the point of the platform is then dictated by the users. For example, Facebook started as a sort of dating gossip site, where you looked it up entirely to find out who was simple. Today, have you seen anyone update their relationship status in years? Twitter, initially a place to share “short bursts” of information, is the opinion highway and to some, the pioneer of free speech.
But sticking to BeReal’s initial point will be important to your marketing and the app’s development. Rather than the point being shaped by the users, the point is put front and centre, with the app shaped around it. Marketing on BeReal will mean adhering to the point. If you are partnering with affiliates, they have to be real in their content around your product. If you are sponsoring content, your content has to be genuine in nature, showing people using your products.
If you would like to see more advice on social media marketing or on affiliate marketing, take a look at our blog. Or for more personalized advice, book a free call with a member of our team.
