Karen Freberg, a social media expert and professor of strategic communication at the University of Louisville, is more optimistic. I don’t think the value is there yet though – not enough of a user base to try to invade what is purported to be a safe, authentic space for users.” “If do feel the need, it’s relatively obvious that we’ll end up with the same influencer strategy we’ll see elsewhere, albeit perhaps in a more nuanced, subtle way. He’s also skeptical that some form of influencer marketing won’t take hold on the app. “I would advise brands to stay off the platform until they can determine the risk of countering the authentic design of the network is worth the upside of reaching the users,” he says. Brady Donnelly, managing director of Sela, a marketing agency for beauty brands, worries that too many will sign on with the intention of loopholing the system and posting curated ad-like content. Some experts, however, are skeptical of brands joining BeReal in any capacity. “With BeReal’s focus on authenticity, we are discussing how we can leverage the platform to give fans behind-the-scenes access to our kitchens and the culinary techniques used to make our real food,” says Lieberman. Like other users on the platform, Chipotle only has one opportunity a day to showcase a real moment – it’s taking these chances to give fans a closer look at real products and operations. Lieberman says the brand identifies with the platform’s focus on promoting raw, authentic content, as it wants to be transparent about its ingredients and business operations. She also points out that “personifying your brand” in playful ways – in a similar vein to what Duolingo, Taco Bell and, yes, Chipotle, are doing on TikTok – “gives a reason to interact with you and believe in you.” This tactic may prove especially effective among younger audiences who increasingly demand humanization, humor and honesty from brands.Ĭhipotle, for one, is excited for the possibilities. Then, if they have an authentic story to share, lean into that a little bit more and try not to get tempted by the desire to tell a polished story or stay totally on-brand all the time.”įor brands that do see a good fit on BeReal, she suggests that behind-the-scenes content – like that Chipotle is aiming to provide – is often received well. think about the audience that they’re trying to reach and if that’s the audience that resonates with their brand. “Being on BeReal, which is so centered on authenticity, it would behoove the brand to. She also stresses that brands shouldn’t rush to get on the platform just to grab at eyeballs she advises all brands to consider whether they will be able to genuinely connect with target audiences on a platform such as BeReal. “There’s an opportunity for brands to add value on BeReal, but I would caution brands to really think introspectively about what they’re trying to get out of that,” says Teresa Day, president of Planoly, a social content planning and scheduling tool. It would appear as though the app is trying to deter any explicit marketing.īut that doesn’t mean that brands can’t get involved and even thrive on the app. In the absence of paid social ads, a brand might normally turn to sponsorships and influencer marketing but those opportunities are slim to none on BeReal.
In line with its commitment to barring filters, edits and influencer culture, BeReal doesn’t have advertising. “We see a massive opportunity to highlight our brand’s transparency in fun ways for our fans on BeReal,” says Tressie Lieberman, the company’s vice-president of digital marketing and off-premise. It’s seen a 315% leap in downloads since the start of 2022, per recent data from trendwatching site Social Media Today. Now the platform has over 2.9 million daily active users. The initiative helped to increase downloads significantly, primarily among gen Zers and college students. Following a $30m capital funding round led by Andreessen Horowitz and Accel last year, the company invested in a paid ambassador program focused on building awareness on college campuses. Originally launched in 2020 by GoPro alum Alexis Barreyat, the app didn’t gain much traction globally until earlier this year.