BeReal reaches 10 million daily active users

Have you already discovered the growing social app BeReal?

If so, you’re not alone, the app is now said to have up to 10 million daily active users, up from just 10,000 just over a year ago.

The trending app of the moment, BeReal sends out a prompt to all users at a random time each day asking people to share a photo of what they’re doing, right away, with a 2 minute time limit to post an update.

Be real

The app is billed as the anti-Instagram, with a focus on real, unedited everyday life, as opposed to airbrushed and polished IG lifestyle scenes.

As described by BeReal:

No filters. No subscribers. Just friends, sharing with each other. On BeReal, you discover the real life of your friends and get closer to them.

This approach clearly resonates, so much so that other apps are now looking to replicate its core tools, with Instagram currently working on a new ‘Candid’ feature that closely resembles the BeReal UI.

It’s interesting to note the growth of the app and the popularity of its “real life” approach, which shows that people may be fed up with unrealistic portrayals of personality and image that people choose. on line.

Which is a key point to note – when you look at people’s social media accounts you’re essentially viewing a reel of highlights from their life, excluding the lows and negatives, and accentuating what that person wants you to see . This can lead to negative self-evaluation and subsequent impacts on mental health. But with the most popular celebrities sharing hyper-realistic, overly airbrushed images of themselves online, it then leads to new trends in representation and showcasing your ideal image.

You can then see why BeReal is gaining traction, with these immediate, everyday images providing a more relevant representation of real life, which can actually help build community and connection, as opposed to online followings.

But are there branding and marketing opportunities in the app?

Some brands are experimenting with BeReal, like Chipotle, which uses the app to share exclusive promo codes.

Chipotle on BeReal

As explained by Fast Company:

“When Chipotle joined BeReal in April (one of the first major brands to do so), they shared reusable promotional codes in their posts for a week. The first 100 people to use the promotion would receive free entry. These codes were regularly exchanged in less than a minute.

This, of course, could be novelty value, but it’s an interesting use of the format to drive engagement, which could point to possible marketing approaches through creative use cases.

Maybe users will be open to it, if it doesn’t intrude too much on the user experience, and it could be a good way to improve connection and community.

Other brands are using the app to provide behind-the-scenes content and insights into how they run their businesses, while some are also testing variable approaches for product previews and offers, based on the window approach. limited time of BeReal.

There are undoubtedly creative considerations here – and with 10 million users, and growing, you can bet more and more brands are paying attention and thinking about what they could do to adapt to this constantly increasing change.

It should be noted that BeReal does not allow formal publicity at this point, but this could also be expected in the future as the app continues to grow and seeks to build a more sustainable business model.

But again, a bigger concern is that the main appeal of BeReal is very limited and could easily be replicated by other apps.

Again, Instagram already does this, and you can expect other apps to follow suit as they work to dilute competitor differentiation and prevent their users from downloading another app.

This approach, whether you like it or not, has proven effective, and as BeReal becomes more of a contender for attention, more and more apps will try to use their scale to blunt the platform. -shape before it gets too big.

It remains to be seen if BeReal can become a really big contender in the space, but 10 million users is big, and it’s at least worth considering how it might fit into a bigger marketing approach. creative, as an experience to move forward.

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