“Sociable” is the newest commentary on vital social media developments and trends from industry expert Andrew Hutchinson of Social Media Today.
Despite seemingly losing its growth momentum, together with its status because the app of the moment, BeReal says that it’s not done just yet, with a latest update set to see celebrities and brands get their very own specific focus in-stream.
Which could make it more of a consideration for marketers, but however…
Today, BeReal has announced the launch of RealPeople, a feed of updates from notable users, in addition to RealBrands, official brand accounts that can showcase promotions and offers within the app.
The update is an expansion of the RealPeople feed, which BeReal has been testing since May last yr, with the platform trying to spark more interest by showing that celebrities are identical to you and me.
As per BeReal:
“RealPeople is a possibility for notable people (think actors, athletes, and musicians) to maintain it real, and share behind the scenes moments to present you, their community, a glimpse of their lives after they aren’t on the world stage. Unfiltered, unedited, unscripted moments.”
Conceptually, it will provide a window into the world of your favorite celebrities, by prompting them with the standard, every day BeReal update, then showcasing them doing whatever they’re as much as within the moment.
Though I highly doubt that it’s going to guide to less polished, less manicured images of celebrities being shared, as few will probably be willing to truly show themselves in anything buta glamorous light.
Which is smart, as that’s the general public persona that they’ve built, besides, it could lure more users to the app to see which celebrities do actually post.
And there’s also this:
“These figures will create BeReal accounts and share content that you would be able to engage with in unique ways by becoming a RealFan of that person or brand You’ll also have the option to tag them in your BeReal in order that they can see and even re-share your BeReal!”
So quite than a feed of just you and your folks’ posts, showcasing your real selves within the moment, BeReal is now becoming more like every other social app, with re-shares becoming one other element within the experience.
Also, the mention of “RealFan” could point to a future subscription offering, where users will pay to see updates from notable users. That’s not mentioned in today’s update, nevertheless it could possibly be one other avenue for future growth.
The other latest addition is RealBrands, which, like celebrities, will see brand accounts get their very own focus in-stream.
BeReal is now accepting applications from accounts to seem in these latest feeds, via an application prompt within the app.
Will that help get BeReal back heading in the right direction, after its growth stalled following its trend-setting debut?
Well as noted, BeReal says that it actually continues to be growing, despite broader perception. BeReal is currently serving 23 million every day energetic users, which is up from 20 million last August, and 10 million a yr before that. That’s still a far cry from the reported 73 million users that it was seeing at peak, besides, BeReal is seemingly still driving interest, which could spark celebrities and brands to take note.
From a marketing perspective, it may be price being an early mover on this, and getting your content into this latest feed before others jump on board. Many brands are already listening to the app, so it’s not such as you’d be beating out everyone. But possibly, while it’s less of a spotlight, that would present good promotional opportunity.
Though I still maintain that BeReal is more of a feature than a separate app, and that its growth opportunities will remain limited.
Most of our social interactions happen within the apps that we already know and depend on, and breaking into that focus sphere may be very difficult. Add to this the incontrovertible fact that BeReal, by design, only holds user attention for a transient period every day, and it’s difficult to see this becoming a major factor for most businesses.
But again, BeReal says that it’s growing, and adding in additional celebrity content will little question have some impact on time spent within the app.
Will it make BeReal more relevant again? I doubt it, nevertheless it’ll be interesting to see which stars start posting, and whether that helps drive more interest.
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