Influencer marketing at BeReal: how it's done

[Dimaeiya333]

BeReal was not designed for creators and businesses, which is why Net Influencer says: “If you want to become an influencer, you can stick to TikTok and Instagram.” But if individuals already have a large following on TikTok, Instagram and Co., they can definitely use BeReal to expand their audience and engage with it in a new way. Especially since the target groups of BeReal and TikTok – primarily Gen Z – overlap.

Ryan Stern, founder and CEO of San Francisco-based social media content agency Collectively, warns on The Drum website : “We’ll see how far BeReal goes. Right now, it’s too early to tell, but when it comes to influencer marketing , it’s all about connecting brands with audiences. For communities where there’s a general hesitation to connect with brands in a commercial way, I don’t see that as a place I can recommend brands focus on. There are other places where those relationships are celebrated authentically.”

Instead, the app is particularly suited to what is classically attributed to influencers anyway: authenticity. A look behind the scenes , at everyday office life, at photo shoots and meetings, at get-togethers with friends or simply a lazy afternoon on the couch – that's what's expected on BeReal and the reason why the app is celebrating great success.

Sellers who want to try BeReal and promote their brand on it should always post in the specified time window to maintain their credibility. Otherwise, they won’t be able to engage with others’ content, which is extremely important. Therefore, they should also create plenty of RealMojis and respond to other friends’ photos or on the “Discovery” page with them. Repurposing and recycling apply to BeReal , especially when you reshare unique content on other social media platforms like Instagram and TikTok.

In late July 2022, BeReal caused a stir when a fan wanted to take a photo with BeReal at Harry Styles’ concert, but was denied service by the app at that very moment. So while one girl desperately hammers the “Take your BeReal” button, another, namely Cara McManus, films the chaotic moment and goes viral on TikTok as a result.

Influencer marketing examples at BeReal
Vogue, for example, is also involved in BeReal. The magazine's reporter Christian Allaire tested the app for a week and wrote on the fourth day of his experiment: "I wonder if some people are not being honest with me and are putting up a facade instead. It's hard to change such habits, after all, we've all been conditioned to present the perfect version of our lives on social media."

While he excuses some of the fledgling app’s flaws while also being enthusiastic about the unadulterated content, his conclusion is this: “Sure, the app brings back spontaneity and authenticity to social media, but wouldn’t it be more authentic to just not use social media? If you want to be authentic, I recommend you go outside, leave your phone behind, and take a walk.”

Mexican fast food chain Chipotle , known for its pioneering mentality, already vp manufacturing production email database created an account on BeReal this spring. Since there are no ads on the app and sponsorship opportunities are therefore still scarce, brands have to be more creative and refer users, especially from BeReal to other channels:

BeReal Influence Marketing
Image by The Drum

Chipotle released the promo code for a limited offer in early April 2022, with the first 100 customers receiving a free entrée at any Chipotle store. This is a great example for brands to position themselves on BeReal and capitalize on the hype.

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