Brands Want to BeReal, Too

Brands Want to BeReal, Too

One of Gen Z’s biggest complaints about social media is its lack of authenticity, and app creators are clamoring to offer this demographic something that is just that. So far, BeReal, a French startup, is winning. A recurring top app in the app store, BeReal aims to bring low-stakes photo sharing back by sending users a notification at a random time each day to take a picture of what they are doing at that moment. Users have a two-minute window to capture an image. BeReal garnered more than 7.67 million downloads in 2022, so it’s no surprise brands want to see what it’s all about. But will seeing Chipotle, Elf Cosmetics, PacSun and other corporations scare off users who thought they had found a respite from all the other over-produced, salesy social media? (BeReal doesn’t yet have ads.) To avoid becoming the “How do you do, fellow kids” meme, brands will have to find a way to blend in or offer users something that will welcome them on the app. When Chipotle joined, the company posted a promo and received an “incredible response,” but the app engagement is nothing compared to the social darling TikTok. That didn't deter e.l.f. from also joining and running a promo or PacSun from sharing behind the scenes at a photoshoot. After all, you can’t put all your proverbial eggs in one basket (the basket being a potentially fleeting social media trend 😉).

Sources: Fortune, Morning Brew, PacSun, Women’s Wear Daily

Read the full edition here.