The Anti-Social Media Platform: The Rise of BeReal
How do you create a social media platform that will blow up overnight? Make it the antithesis of mainstream social media platforms like Instagram! The trending app, BeReal, has over 10 million daily active users, has inspired entertaining memes as well as an SNL skit, and one lucky user even got Harry Styles to post a selfie on their account mid-concert. Founded in January 2020, BeReal is a social media app that sends users a push notification at a randomized time each day. As soon as this notification is opened, users have two minutes to post a picture. The app takes a picture with both the front and back cameras so that others can see exactly what their friends are up to at this exact moment. If you wait until the two minutes have passed, your posts are marked as “late” and you cannot see your friends’ posts until you post something. OId posts disappear when the next notification goes off, but you can still see your old posts on your profile.
Nostalgia for a time when social media was a casual, ad-free space filled with poorly-lit food pictures and blurry selfies seems to be what makes BeReal so alluring. In a fact sheet released by the company, they said, “We want to make people feel good about themselves and their lives. We want an alternative to addictive social networks fueling social comparison and portraying life with the goal of amassing influence.” It’s no secret that other social media platforms, such as Instagram, can have a negative impact on users’ mental health. According to the American Psychological Association, studies have proven Instagram to be linked to depression, body image concerns, self-esteem issues, and social anxiety. It’s nearly impossible for users not to compare themselves to the people that they follow. At the end of BeReal’s fact sheet, they cheekily added, “If you want to become an influencer you can stay on TikTok or Instagram.”
Although the app does not currently have any advertising capabilities, brands can promote themselves on BeReal with a little creativity. Joining the app in April, Chipotle shared promo codes in their posts and the first 100 people to use these codes would get a free meal. Chipotle’s social director revealed that the codes were redeemed in less than a minute.
While authenticity has always been vital when it comes to marketing, BeReal reveals users’ desire for community. Complaints about Instagram’s algorithm making it difficult for users to see posts from their friends opens up an opportunity for social media platforms (like BeReal) to fill this void. Platforms such as Instagram and TikTok have already capitalized on BeReal’s popularity by making their own copycat versions. Whether BeReal is here to stay or just a fad that will eventually fizzle out is hard to tell. Either way, there are things marketers can learn from its quick rise in popularity! Contact the SparkShoppe team today to learn more!
