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Real Talk on BeReal

16 Feb 2024 Sarah Stang & Andrew Halfman

in Social Media, Trending

In a digital landscape saturated with curated content and filtered narratives, BeReal's recent decision to welcome brands onto its platform marks a significant shift for the platform. Previously, the platform upheld the belief that it was a space for people, not brands. However, with the changing winds of digital engagement, this move presents a compelling opportunity for brands to redefine their approach to connecting with audiences. BeReal's evolution showcases its recognition of the symbiotic relationship between users and brands in today's digital ecosystem. By opening its doors to brands, BeReal acknowledges the impact brands can have in shaping conversations, driving trends, and ultimately enriching the platform's content ecosystem (and profitability).

For brands, the opportunity to participate on BeReal represents more than just another marketing channel; it's an invitation to join a community built on authenticity and real-life experiences. By leveraging the platform, brands can showcase their human side, share stories, and foster deeper relationships with consumers who crave genuine connections in an increasingly digital world. Simply put, the way for brands to get it right is to be unfiltered, to show users you get the platform.

Here’s five ways brands can get their intro right on BeReal:

1. Understanding the Platform:
    • Immerse in the culture and dynamics of BeReal to grasp its unique essence.
    • Analyze existing content to discern the tone, style, and topics that resonate with users.
    • Craft narratives that authentically align with BeReal's ethos, ensuring relevance and resonance with the audience.




      • A good example of a brand who is early to the game and thriving on the BeReal platform is Glossier. We recommend following Glossier for a great example of how to immerse a brand in the BeReal culture, post topics that resonate, and authentically align with the platform’s ethos.
              • Additional ideas: Day in the life, real-time customer service (packing up an order or writing a handwritten note), team meetings, failures and bloopers—who doesn’t love a good endearing blooper!? Or unscripted Q&A sessions with employees.
2. Embracing Authenticity:
    • Prioritize showcasing real people, genuine stories, and unedited experiences to humanize the brand.
    • Avoid overly polished or scripted content; focus on capturing raw and relatable moments that resonate authentically with users.
    • This example from Adidas does a great job of prioritizing real people, unedited experiences, and focusing on a relatable moment for many people.


3. Engaging with Transparency:
    • Build credibility and forge meaningful connections by openly sharing brand values, mission, and processes.
    • Invite users to participate in conversations, share feedback, and contribute to the brand's journey on BeReal.
          • If you are a beauty brand, invite users to post pictures or record videos of themselves rocking a lip gloss or applying moisturizer with their genuine reactions. The community will be able to quickly identify when something is pre-scripted. The community BS detector is always on point.

4. Fostering Community Engagement:

    • Leverage community interaction to drive user engagement and foster a sense of belonging.
    • Encourage user-generated content (UGC) through challenges, prompts, or campaigns aligned with brand values.
          • Consider running a Brand Themed Day, where Mondays are “Moisturizer Monday” and Fridays “Foundation Friday”—this will help generate a community of individuals participating. The simpler it is for the community, the better.
    • Actively participate in discussions, respond to comments, and acknowledge user contributions to nurture a vibrant and engaged community.
          • This is key for any social media channel. Being genuinely engaged with the community, in the tone and voice of the platform, is critical for fostering ongoing community engagement.
5. Leveraging Influencer Partnerships:
    • Collaborate with influencers who embody BeReal's authenticity ethos and align with brand values.
    • Grant influencers creative freedom to authentically integrate the brand into their content, amplifying reach and resonance on BeReal.
          • This can be a tricky one given the need for raw, authentic, in the moment posting, however, consider giving influencers a “day in the life takeover” of the BeReal account or inviting them in to work for the day with Behind The Scenes access.
          • As always with influencers, collaborate with influencers that align with your brand values and overall vibe.

BeReal's decision to welcome brands is a significant opportunity for genuine connection and authentic storytelling. Brands immersing in the platform's culture, embracing transparency, and prioritizing authenticity, have the chance to effectively engage with audiences and foster lasting relationships and new found loyalists.

To successfully activate on BeReal, brands should focus on understanding the platform's unique dynamics and aligning their narratives with its unfiltered-first values. Embracing authenticity, showcasing unfiltered moments, and fostering community engagement are essential action items for brands looking to make an impactful introduction on the platform.


And that’s the tea


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