BeReal: Authenticity takes the spotlight

BeReal is a French app launched in 2020, which gained popularity this year. The social network encourages users to post photos of themselves and their lives, at a specific time of the day, without any filters or editing of images.

How does BeReal work?

The app will ask you to create your first post to start viewing other people's photos. Every day, at a different time, it will send you a notification that it’s time to take a picture of what you are doing at that moment. Users have 2 minutes to take a photo and send it to BeReal for others to see. The image features what the user focused on, along with a selfie on the top corner.

Before sending the photo, we can choose an audience (just friends or everyone). Users can also share their location and save the image to their device. Once the image is posted you can add a caption.

Can we interact with other users?

Yes, after posting your picture you can see others’ posts and react to them. There are six standard emojis to react with. Once you choose one, your cell phone's camera will open so you can take a photo recreating that emoji and use it to comment on your contact’s post.

What makes BeReal different from other social networks?

Photos cannot be edited, filters cannot be added, and you only have two minutes to post. Users can only post once a day, which helps regulate the amount of time spent on the app.

Anyone who wishes to comment on a photo must be a friend of the user, which reduces the likelihood of strangers commenting on them. There are no posted follower counts, hashtags, or anything else that promotes influencer culture. Users cannot contact others privately, all comments are public.

Is it possible to advertise on BeReal?

We are sorry to tell you that for now there is no such option, but since it’ll probably happen in the future, here’s why your brands should start looking into this digital platform:

• A spontaneity trend on the rise:

If a brand is spontaneous, it contributes a lot to its humanization. Social media users are hungry for authenticity, freshness, and real relationships with brands. BeReal is the first spontaneous and unpredictable platform where you share your most authentic moments, alone or with your friends, through “real” content that positions the platform as a polar social network to Instagram and TikTok.

• If your brand is for young people, you have to be here:

BeReal is where the digital natives are found, those who are more flexible and capable of assimilating new trends, and being spontaneous when it comes to recording, seeing and interacting through a screen. The objective of this app is not to increase the popularity, fame or ego of its users: it’s intended as a way to discover who they really are.

• It’s ideal for real-time marketing:

The content uploaded to BeReal involves photos taken in the moment, previously saved photos cannot be uploaded. Therefore, brands face the challenge of joining the conversation with precise doses of simplicity, spontaneity, and a sense of opportunity. According to a recent Econsultancy survey, 3 out of 4 respondents claim to have increased their conversion rates after implementing Real Time Marketing (RTM) actions.

• It helps demonstrate the authenticity and honesty of your brand:

In this social network everyone is real and authentic. You only have two minutes a day to take a photo of what you are doing at that moment and share it. The time limit does not allow searching for the best position, lighting, angle, landscape, or makeup. Therefore, it’s everyday, genuine, and natural content.

• It encourages creativity:

BeReal's features stimulate users' creativity when it comes to sharing what they see in front of them. Posts are ephemeral and are active only until a new post is uploaded. You can also choose not to take the photo, but remember that you will not have the opportunity to see what other users have shared.