BeReal is a photo-sharing app launched in Paris in 2019. It has grown quickly, with 73 million month-to-month lively customers, per Enterprise of Apps, a information web site, which additionally estimated 98% of these customers are underneath 45 years outdated. To this point, the corporate has raised $90 million in investor funding.
Right here’s how the app works. It sends a each day notification to each person, stating, “⚠️Time to BeReal.⚠️.” Customers then put up a photograph inside 2 minutes of the discover. The fast turnaround is meant to foster authenticity. If it’s past 2 minutes, the put up carries a “not actual” label.
Every BeReal “second” has the identical twin picture format, capturing a typical picture and a selfie, displaying the person’s view and her response to it. Once more, the aim is to convey real-life actions. The app shares the variety of makes an attempt of customers to seize their BeReal second. There aren’t any filters, edit buttons, or follower rely — a response to extremely edited content material and self-importance metrics on Instagram and different networks.
There’s additionally no “Like” choice, though recipients can remark or insert a “RealMoji.” Customers put up simply as soon as each day following the BeReal alert. This presumably trains customers to return daily.
BeReal for Companies?
BeReal has no promoting choices and discourages industrial use, stating, “BeReal will not be designed to advertise any type of items or providers. We would like it to stay a protected place the place you may have enjoyable.”
That hasn’t stopped manufacturers, nevertheless. Chipotle and E.L.F. magnificence had been amongst the primary, posting unique low cost codes to entice customers to observe their profiles. Each corporations have reached the app’s buddy restrict, which is rumored to be 5,000. In distinction, Chipotle has 1.2 million followers on Instagram.
Companies contemplating BeReal ought to weigh:
- The person demographic (once more, overwhelmingly underneath age 40),
- The less-filtered, low-tech method,
- Staffing to reply to the alerts instantly.
The chance is entry to a Gen Z viewers. However early adoption has dangers.
For one, BeReal might shortly fade. It’s new, with no clear income mannequin. The app has not advanced — presumably by alternative — to assist the bigger audiences of manufacturers and content material creators. In the meantime, mainstream apps are rolling out copycat options: TikTok Now and, quickly, Instagram Candid.
Nonetheless, the app is value attempting if Gen Zs are a audience and your workers can reply to the much less structured, in-the-moment method. Be prepared for the unfiltered model of your corporation — handwritten messages, behind-the-scenes pics, and sneak previews with sincere reactions.