How does BeReal work?
Once a day, at a different time each day, you will receive a notification that you have two minutes to take a photo. The time may be different every day, but the same for everyone. Big difference with Instagram: BeReal takes two photos at once; one of the subject you want to share and a selfie. You can take as many pictures as you want in those two minutes, but BeReal is kind enough to mention that as soon as you’ve posted and as an experience expert I can report that you will be laughed hard by your daughter if it takes you nine takes to get something decent to place. And that respectably concerns, of course, especially the selfie that is so ‘real’ that you are shocked to death. Editing both photo and selfie is out of the question and is therefore not possible in BeReal. After two minutes you can still make a post, but the app mentions that too. You can only see the content of your ‘friends’ if you post something yourself.
Does BeReal reflect the current zeitgeist?
‘Absolute. More and more people are tired of “the perfect picture” and young people are at the forefront of this. BeReal cleverly responds to this by claiming authenticity. In addition, BeReal does not infinite timeline has, which in turn responds to the awareness around screen time and addiction to telephones and apps, something TikTok makes optimal use, or abuse, of.’
What do you think the chances of success are?
There is still too much to change about the platform before it can become a real success. It is unusable and there are quite a few bugs in it. For example, invitations from friends sometimes get stuck or you can’t add people. That has to come out first.
But even when that’s resolved, I don’t think it’s going to be a lasting success. Despite the fact that authenticity is high on the list of every Gen Z ‘er – and marketer – I don’t think anyone really wants twenty photos of a computer screen or suspended ceiling every day. There is too little diversity in our lives – and therefore in the platform – to keep us glued to the app.’
Is it a serious competitor to the existing social media platforms?
“I think we’re dealing with a hype. If I want to share authentic photos with my friends, there are other channels that are better suited for that, such as WhatsApp.’
The other platforms can learn an important lesson from BeReal, because the call for a timeline with content that you have chosen yourself, without unlimited screaming ads, is loud. If Instagram wants to survive, it will really have to heed that call, before an app comes along that does it really well.”
What is the revenue model or what do you expect the revenue model to be?
‘At the moment, according to the makers, there is no revenue model yet. They rely entirely on raised investments. But no investments, no business plan. I therefore expect that when the app has managed to attract enough users. BeReal will still launch advertising options. Just like Snapchat and TikTok have done in the past.”
What can the marketer do with this platform?
Officially, you are not allowed to directly promote products via BeReal, although there are already cases abroad of brands that have cleverly circumvented this rule, such as Chipotle. In addition, brands could use influencers to incorporate their brand into the photos. If you do want to post as a brand yourself, the most logical way is to give a look behind the scenes of your company.
Whatever you choose as a brand, BeReal as a platform must match your identity. No polished pictures, but authentic images that resonate with the intended target group.’
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