BeReal, the nascent platform that set out to antithesize curated social content, is looking for the face of its first global campaign. The only qualification is that you convince both brand employees and other users that you have absolutely nothing to hide.
As BeReal works to maintain a place in extensive app rotations, it is trying to break away from its quiet existence with a more active and widespread marketing strategy.
Instead of receiving the same push notifications from Instagram or TikTok that reflect how others engage with your content, BeReal reaches out to users once a day with the message, “It’s time to BeReal!” which allows them two minutes to upload a shot of what they’re currently doing. While users can still post outside their window, the app will let their friends in on their late, and possibly more scripted, post.
As a platform set out to promote unfiltered posts and eradicate peer comparison, BeReal said opposing these vanity metrics, as well as photo filters, keeps it relevant and anchored in a point of differentiation.
“We’re now in a place where we’re finally comfortable with the platform offering,” said head of field marketing strategy Julian Hislop. “We’re able to do new things like develop new features and think about really fun, innovative brand marketing campaigns.”