WHAT IS BEREAL AND WHAT DOES IT MEAN FOR BRANDS

The photo-sharing app BeReal is growing like wildfire as brands and consumers emphasize authenticity and community on social media. As more people grow tired of the highly curated social media feeds, BeReal invites users to be candid and spontaneous–and Gen Z, millennials, and influencers alike are flocking to the app. 

So, why is it growing so fast, and why should you be aware of it? 

Let’s dive in.

What is BeReal?

BeReal is a trending social media app, available on iPhone and Android in the app store. BeReal sends a push notification to its users at a random time once a day to post a picture. It utilizes both the front and back cameras to truly show what you are doing at that moment in real life. Users have to post within a two-minute window to avoid being dubbed “late,” and there are no filters or editing. You can retake the photo but it will show how many times you’ve retaken it--and your friends may call you out for too many retakes! There’s also no scrolling through your friends’ posts until you’ve posted yourself.

Users can react to other photos through a RealMoji, a feature where you take a selfie mimicking any chosen emoji, and then all photos disappear within 24 hours of them being shared.

Why is BeReal so popular right now?

Gen Z has grown up with apps dominated by filters, editing, and picture-perfect images, creating unrealistic expectations and pressures for them. They’re now seeking authentic expression and connection on social media, and BeReal has established a new way to be true to yourself online.

From a high-level POV, it’s an extension of the shift toward authenticity and transparency on social media. Many people began to consider Instagram too refined, driving the rapid growth of TikTok, which offers more authenticity. But even TikToks typically require some forethought, careful shooting, and editing. BeReal offers the next evolution in truly spontaneous & transparent social sharing. It even outshines Snapchat, thanks to the lack of filters.

An additional selling point for BeReal is the return to a “friends-only” feed. Instagram started that way, but quickly evolved to include influencers & celebrities & brands. And now (recently) Instagram changed its algorithm to push discovery of new creators. TikTok and YouTube, of course, have always been about discovering unknown creators. 

BeReal fans are loving the ability to deepen connection with their true IRL friends. The app scans your phone book and offers to connect you with your contacts, and the resulting feed is only of people you actually know. (That means that, as a brand, people actually need to search for your brand handle to find you.)

People love that BeReal encourages you to showcase mundane activities -- effectively providing a deeper, more “transparent” look into people’s Real lives. Watching Netflix? Snap a BeReal. Driving? Snap a BeReal (safely, please). This simplicity and rawness makes it attractive to users and allows them to be themselves more freely. 

BeReal has a similar feel to the early days of social media, when users were only interacting with their friends and family without feeling overpowered by ads and influencers. So if you feel “old” and “don’t get” BeReal, know that it’s a very similar feel and attraction as Facebook when it was new!

What does this mean for brands?

Consumers’ desire for authenticity is going to the next level, and BeReal is a reflection of that. Brands who understand this and follow the trend will be more effective--both on BeReal and on the mainstream social platforms.

Younger audiences insist on unfiltered content, humor, and honesty from brands, and adopting the casual and authentic aesthetic of BeReal can help brands tell their stories from a new perspective. In turn, the brand will feel more approachable to young consumers. 

Few brands are on BeReal at the moment, but you can start to learn from early adopters like our client e.l.f., which we made the first beauty brand on BeReal. (Read about it in AdWeek.) We’ll post another article soon on how brands can participate. That said, for most brands, we wouldn’t recommend spending the energy to jump on BeReal quite yet. The platform is still in its infancy. But there’s a lot to learn from the app’s success in regards to how you produce work on other platforms. 

If you’re looking to learn about how your brand can join with impact, register for our brand new webinar, BeReal 101, and learn how to leverage this new platform ahead of the curve! See you soon. 😉