BeReal… What is it? Where does it fit in Marketing?

What is it?

BeReal is the new social app which has exploded onto the scene over the last few months and you need to be aware of it. The premise is simple and has Gen-Z hooked. Users must upload a 2-way photograph (selfie + rear camera) everyday and upload for your friend to see what you’re up to. The application then allows you to go and look back over all the previous ones you’ve taken (like a digital photo album) as well as react and comment on your friends’ photos.

But does it have a place in wider marketing?

For the time being, probably not as it is a “closed community”. You need to request/accept people to follow using their username or phone number but as the platform evolves it evolves it is likely that brands will begin to use it, just how remains to be seen. Down the line if features that allow the platform to open up are implemented then it may make it a more useful platform for marketeers but for now, these barriers in turn mean it is almost impossible to grow awareness. However, early adopters may find that it’s a tool for further engagement with those already in regularly communications depending on how it is promoted. For now, there are no case studies of large brands getting involved so if you’re managing your companies’ socials there no big rush to get yourself set-up. Keep your eye on it, monitor it and watch it evolve, it could very well blow up over the next year.