BeReal has taken the social media landscape by storm, accumulating tens of millions of users within the past year. The platform quickly became a favorite among Gen-Z and millennials, who were drawn in by its no-frills approach to online communication.
The newly beloved social media platform is centered around authenticity and creating a space to share candid moments with a close group of friends, which comes as a breath of fresh air to many who grew frustrated by the performative nature of other social platforms. Marketing and PR professionals have begun to question whether they should be utilizing the platform in their brand strategies, and because of the authentic and spontaneous nature of BeReal, the answer is increasingly complex.
BeReal’s premise leaves comms pros wondering where their clients fit into the equation. Since the app doesn’t feature sponsorships or advertisements, communicators must get creative if they want to utilize it. Whether their messages will be well-received by audiences is another question entirely. If you’re going to use BeReal in your messaging, it’s important to consider the nature of the platform to determine whether or not it will be an effective tool for your clients.
How brands are getting involved with BeReal
Even though BeReal doesn’t offer ad space, brands are still finding ways to get involved on the platform. For example, Chipotle has used BeReal to offer exclusive discount codes for BeReal users, an initiative that excited fans of the brand and generated discussion about Chipotle on the platform. Similarly, Elf Cosmetics was quick to connect with an audience on BeReal by offering special discounts and showing behind the scenes looks at products.
However, there’s a limit to how far these initiatives can go. One BeReal account can only have so many friends, unlike Twitter or Instagram where followings aren’t limited. Brands utilizing BeReal have to be conscious of the fact that they’ll eventually hit a wall with their audience on the platform where they’re unable to grow any further. Keeping that in mind, strategically using BeReal for a brand can generate a lot of excitement about a product or feature, but the limited nature of the app means that comms pros must know their audience and have a clear strategy for its use.
Use BeReal with caution
The nature of BeReal can be contradictory to certain brand social practices and strategies. The structure of the app only allows creators to post once a day at a random time, making post scheduling difficult to integrate into social media plans. More than that, BeReal is centered around authenticity and personal connection. Many people joined BeReal as an escape from the corporate consumerism that drives other social platforms, and those audiences are likely to be discouraged when faced with branded content on the platform.
Today’s social media users are finely tuned into the practices of brands online and they know when they’re being targeted. If a brand isn’t authentic or transparent in its communication on BeReal, it could face backlash from audiences who joined the platform for a break from sponsored content. However, brands have the opportunity to utilize BeReal to connect with audiences in a sincere way. BeReal users don’t want to be bombarded with ads and sponsored posts, but they have enjoyed engaging with brands in meaningful ways on the platform. It’s crucial for communications professionals to understand where their audience falls on that spectrum to determine whether or not their messaging on BeReal will be well-received.
How communicators can use BeReal effectively
Here’s the bottom line: if your brand is going to use BeReal to reach an audience, your content must be meaningful to the brand and its audience. Communications professionals should assess the needs of their clients to see if they align with BeReal’s premise. For example, a high-end brand who describes themselves as exclusive may not benefit from posting “relatable” content on such a platform. If a brand’s message comes across as disingenuous or manipulative, they could face backlash and scrutiny that could have been avoided.
The expertise and knowledge of PR pros can help clients make informed choices when it comes to social media engagement. When used strategically, BeReal can help connect brands to their audiences in new and meaningful ways. While it can be a powerful communications tool, it’s up to communications professionals to use their judgment to decide when it’s time to BeReal and when it’s time to take a step back and BeQuiet.