Time to Be Real on Social Media!

Have you ever spotted a moment when people around you raised their phones simultaneously and took selfies? If so, they’re probably doing it to the notification: “⚠️Time to Be Real⚠️”!

What does it mean to ‘Be Real’?

It is a notification that users receive from this year’s trending social media app, BeReal. Founded in 2019, BeReal is a social media app that asks users to post, once a day, unfiltered photos of themselves to show followers what they are doing in real time. The app intends to encourage people to be more authentic, taking away heavily filtered photos and asking them to present themselves as they are in the moment. Because the app allows everyone to post only once daily, users can avoid being on the application for multiple hours at a time, making the app stand out from other popular social media platforms, such as Snapchat and Instagram, which are among the most addictive apps.

How does the BeReal app work?

Every day, users receive a notification that says: “Time to BeReal.” A two-minute window then opens for the user to post a picture of what they are currently doing— including both selfies and portrait views. This feature aims to capture an authentic, unfiltered snapshot of a user’s life. If users post outside the two-minute window, they will be considered late and cannot see others’ photos until after posting. After posting, users will also gain access to the app’s Discover section, where they can see pictures posted by strangers worldwide. While there is no “like” option on the app, users can react to other posts using their RealMoji, an emoji featuring their selfie mimicking an emoji reaction. The app has no filters or edit buttons and does not allow videos to be posted. Follower count is also not displayed on the app, nor are ads. However, people can see others’ RealMojis under their friends’ posts, thus potentially finding some mutual friends. 

Why is BeReal popular?

Nowadays, we value authenticity in an increasingly digital world, where Photoshop techniques and various filters are widely used to build better online images of people. As social media users, we tend to avoid sharing negative and ugly versions of ourselves in order to create one that we want the world to see. The sad truth is that, according to many studies, such an overreliance on building a hyper-real social image can lead to negative self-evaluation and subsequent mental health effects. While we’re all aware of the unrealistic expectations that are presented through social media, BeReal’s real-life approach urges us to reconcile with our most authentic selves. The app’s rise in popularity suggests that people may have had enough unrealistic depictions of “real life” online. Therefore, these immediate, quotidian images providing a more relatable snapshot of everyday life may better bond people together in place of vanity and competition. 

In addition, given that our attention span is getting shorter, BeReal implements a two-minute countdown timer, much like Twitter’s 280 characters limit. Since the posts are exclusively daily photos, there is no rich or complicated content as on other social media platforms. Spending less time on any individual post allows users to digest more content in a shorter time. After viewing and reacting to all photos of your friends, who post at the same time as you do, you do not even have to open BeReal again. This feature reduces the amount of time users spend on this app, thus eliminating the possibility of getting dependent on it. 

With no ads, sponsorships, or influencers, does BeReal have room for marketing?

Unlike any other social media site, BeReal allows users to participate in the app without any advertisements, aligning with its mission of eschewing filters, edits, and influencer culture. With no advertisements, sponsorships, or influencers, BeReal poses a unique challenge for social media marketers. However, this obstacle didn’t stop brands from getting savvy with the trending app. Chipotle offered a free meal to the first 100 customers who used the coupon code posted on their BeReal account. The brand recognized an enormous potential to highlight transparency creatively. With the app’s ethos in mind, Chipotle made sure that its content wasn’t flashy, instead accentuating the app’s mission of cultivating authenticity.

With Chipotle as a starting point, InfluencerMarketingHub has provided five potential ideas for brands to use BeReal in marketing. One of them is behind-the-scenes shots. Since transparency has become essential for Gen Zs to align with companies, behind-the-scenes content can help brands gain the trust of consumers. Brands can use BeReal to give customers exclusive BTS pictures from meetings, events, or everyday office life to foster brand loyalty. Personifying the brand also enables customers to see it as more than just a business.

In sum, BeReal’s effective execution of raw and unedited content is a breath of fresh air in the heavily curated world of Instagram, TikTok, and the like. The app has been gaining traction, and marketers must find ways to promote brands that correlate with the app’s concept. With ad promotion and influencer marketing still unavailable in the app, brands should think of more creative ways to use BeReal to generate a buzz around their products or services.