Navigating the Authenticity Trend in Social Media with BeReal for Marketers
In today's social media landscape, authenticity is becoming the new norm, pushing aside the era of posed and meticulously curated content. BeReal, a rising star in the social media world, is pioneering this shift by promoting genuine and authentic sharing. This change in user preferences towards authenticity also affects how brands engage on social media. So, how can marketers effectively use BeReal?
What is BeReal?
Introduced in late 2019 and skyrocketing in popularity by April 2022, BeReal has captivated users worldwide, boasting over 100 million downloads. Its appeal lies in its encouragement of sharing unfiltered glimpses into everyday life, contrasting with the polished presentation typical on other social platforms.
How does it work?
BeReal operates uniquely, sending random daily notifications to users, prompting them to capture and share a moment within two minutes. This approach fosters a feed of unedited life snapshots, offering a more authentic connection than traditional social media.
This trend towards authentic content opens new avenues for content creators and brands to engage audiences craving realness.
Why should a brand consider using BeReal?
BeReal stands as a bastion of genuine content, making it a potentially ideal platform for brands to showcase more personal, authentic interactions. Opportunities abound for brands to show their human side, foster community, reveal behind-the-scenes insights, and provide exclusive deals. This can deepen customer connections beyond what is typically achieved through conventional social media marketing.
What other brands are using the platform?
Prominent examples include Chipotle and Kiehl’s. Chipotle leveraged BeReal to offer exclusive deals to its followers, enhancing the community feel. Kiehl’s uses the platform for behind-the-scenes content, featuring their mascot 'Mr Bones' and staff activities, offering a peek into daily life at their offices.
How can I use BeReal for my brand?
1. Be Authentic
BeReal users seek unpolished, genuine content. Brands must adapt to this preference, differentiating from the polished content on platforms like Instagram or TikTok.
2. Utilise your other platforms to get followers
Since direct advertising on BeReal is not possible, use other social channels to direct users to your BeReal account, highlighting exclusive content and offers.
3. Offer Exclusive Deals
Attract followers and create buzz by offering BeReal-exclusive promotions, fostering a sense of exclusivity and community.
4. Share behind-the-scenes content
Share insider content to build a stronger, more personal connection with your audience, whether it's office life or previews of upcoming products.
Are there any challenges to using BeReal as a brand?
Despite its growing popularity, BeReal presents unique challenges for brands. The platform's focus is not on commercial use, as reflected in its terms and conditions prohibiting advertising. This means brands must rely on external platforms to promote their BeReal presence. Additionally, BeReal’s user demographic is primarily between the ages of 16-44, so brands targeting an older audience might find less advantage in using this platform.
Not sure where to start? We do. Get in touch with NOUS today to talk about your social media strategy.
