If you, unlike me, haven’t already deleted the BeReal app from your phone, then you might be in for some good news—the app is getting ready to welcome brands and celebrities to its user base.
It might surprise those familiar with BeReal to hear that these entities will be joining the app, considering its emphasis on authenticity as a sort of “anti-Instagram.” But according to BeReal, which plans to start welcoming “RealBrands” and “RealPeople” on Feb. 6, it’s all in line with that core objective.
“We know what you’re thinking…‘How does something like this fit in with BeReal’s mission?’” reads the announcement on BeReal’s blog. “We believe that by showing that notable people and brands are actually people just like us—equally boring and interesting at different times—we help reset and improve some of the negativity that has come from modern social platforms.”
An article from TechCrunch reported that BeReal currently has 23 million daily active users, up from 20 million in August. Since this indicates only a small increase, the app has to find ways to retain its user base so that number of users doesn’t slow further or begin dropping. Over the past year, BeReal has added features such as groups, mentions, multiple posts per day (as opposed to its original one post opportunity daily), and more.
These additions are likely appreciated by users, but as TechCrunch points out, there’s still a huge problem for the app: Its mission to “be real” doesn’t make any money. Venture-funded apps simply cannot go on existing without finding ways to generate income, and clearly BeReal knows that. This move, which would definitely be an opportunity for brands in our industry, shows an effort by BeReal to stay in the game.
Jewelry retailers and designers should consider being among the brands to join the app—this is one more avenue to reach Gen Z, in addition to other established and up-and-coming generations of consumers.
(Image courtesy of BeReal)
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