Intro:
Consumers are bombarded with ads. On average– nearly 10,000 times a day. It isn’t a surprise that brands know that in order to reach new customers they have to stand out — and in order to do so they need to authentically connect with people.
Influencer fatigue is looming and without transparency and clarity, consumers are realizing “all may not be what it seems.”
Simply put. Authenticity is the new standard. And consumers are flocking to it.
It being – BeReal.
How It Works:
Users have two minutes to upload a front-facing and back-facing – filter-free – photo after receiving a spontaneous notification prompting them to make the daily post – photos posted after the window are marked “late,” which other users can see.
BeReal champions steering away from “influencer culture” and prohibits advertising. Their own mission statement says they aspire to be “a new and unique way to discover who your friends really are in their daily life.”
Gizmodo recently published an article about BeReal and how giant corporations like Chipotle and e.l.f. Beauty is trying to sneak onto the ad-free app. But without a monetization strategy in sight, is now the time for brands to get creative and take a risk on this new social platform?
Key Takeaways:
- BeReal has 53M+ downloads / 20M daily active users (As of October 2022) & is ad-free
- The app’s main draw is authentic, unfiltered posts shared between friends.
- The app caps the number of followers any user can have so brands with large followings are not visible & can’t be added by new users without removing one first
- Brands who “sneak in now” will be hard to stop later – so brands might want to think about testing the waters vs taking the more conservative approach – sitting back and seeing what happens
- Instagram, Snapchat, and TikTok have all copied the app’s features
- Chipotle, e.l.f. Beauty, Trident, SourPatch Kids, and PacSun have all been seen testing the waters on this platform
- The social network is still small enough that it’s trying to hire college students as brand ambassadors
You can check out the original article by Gizmodo here.
