Published on 9th December 2022
New social media channels are always on the rise – but are they always worth the hype? Content on social media can seem too good to be true – and Gen Z isn’t buying it.
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According to Mintel, Gen Z wants realistic, authentic and attainable representation on social media and will increasingly expect brands to destigmatize flaws and work to undo unrealistic beauty standards. Enter BeReal. BeReal is the latest social media sensation for Gen Z, a platform that describes itself as “a new and unique way to discover who your friends really are in their daily life.”
The mobile app does not have any filters or editing tools, forcing the user to share an authentic snap of their day within a fixed amount of time at any given moment. Once a day, BeReal sends all users a notification at a different time each day, letting them know “it’s time to BeReal.” Users have two minutes to capture two photos: one using the front camera and another using the rear camera on their phones. If a user does not post their BeReal within these two minutes, posts are marked as “late.” Their post is then shared with their friends on the app – who can also tell if a photo is reshot or posted late. Pro tip, BeReal only allows one post to be deleted per day.
A user will only be able to see BeReal posts from other users they are friends with (via friend request) or if the BeReal is shared publicly (meaning brands must accept consumer’s friend requests in order to see content). Given these restrictions, it seems like BeReal could be a difficult space for brands to break into as it’s unlike any other social media platform. While there is a “Discover” tab for public BeReal posts, hashtags are not used and content on this tab is not searchable, making it difficult for brands to find relevant user-generated content. There are brands on the platform, but BeReal currently does not have any in-app purchases or display advertisements.
The platform is still very new and poses some logistical challenges for brands (what happens if a social media manager misses their two-minute debut?! Is there no content strategy?), there are some creative ways brands have tapped into the platform to reach Gen Z in unique ways. From leaking sneak peeks for new products to behind-the-scenes content or sharing exclusive discount codes, BeReal allows brands to connect with loyal fans in a way like never before through this exclusive “friend-based” community.
See how brands are taking advantage of this new social media platform by reading the full blog post: Let’s BeReal – is BeReal for Brands?
Find other Social Media insights from Worldcom Group Partners.
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