To BeReal or not to BeReal?
BeReal is a social media app that focuses on authenticity and spontaneous moments. The award winning app, which challenges users to take a picture without filter during unguarded moments, was recently taken over and is now introducing ads. This news is causing quite a commotion within the online community and raising important questions. Particularly about the impact of advertising on a platform focused on authentic, unfiltered life moments.
BeReal differs from other social media platforms in that it sends users a message to take a picture only once a day, at a random moment. You then get two minutes to portray yourself and your surroundings. A concept aimed at capturing spontaneous, unfiltered moments, thus providing an authentic representation of everyday life. This makes the app popular among younger users, particularly Gen Z, who are often more critical of the perfect images portrayed on other platforms.
Introducing ads: a smart move or a risk?
The takeover of BeReal is generating new opportunities for advertisers. Despite the fact that it is not always receiving positive reactions. Many users fear that advertising on an authentic platform detracts from the experience and may cause frustration.
Are you considering advertising on BeReal? If so, make sure to get your communication strategy right. Merely being present is not enough. The trick is to respect the authenticity of the app. Whether this is a GO or NO GO depends on several factors. Is your target audience on BeReal? What kind of message do you want to convey? … But above all: how do you avoid negative reactions from users?
BeReal as part of your onboarding process
Advertising on BeReal may be sensitive, but it also creates opportunities. For example, BeReal can be a surprisingly different and authentic addition when recruiting new employees. By incorporating BeReal into onboarding or preboarding, prospective colleagues learn more about each other in a playful and spontaneous manner. This can work especially well with Gen Z because they really value authenticity and transparency. It is an innovative way to pioneer and explore new possibilities.
Are you, in fact, still looking for more insights into the preboarding and onboarding process? Discover them here.
