BeReal Most Downloaded App on App Store—What Brands Should Know

Credit: BeReal

The BeReal app has been making waves this year. It reached number one on the App Store—a place it has held on to since July—knocking TikTok off its perch. In addition, the new social network has steadily climbed the Google Playstore, currently sitting at sixth in the charts. Developed in 2020, BeReal has gone on to have around 28 million downloads and is host to more than 10 million daily active users. Now, the company is building its technical infrastructure so that the app can comfortably accommodate more than 100 million users.

Dubbed the “anti-Instagram” app, BeReal’s growth might not slow down any time soon. Data shows that the majority (35%) of its user base originates from the United States. The application would grow at an even faster rate once it gains traction from the massive Asian audience, which launched TikTok to the stratosphere. Its simplicity and push for authenticity make for refreshing experiences, elements that are lacking in today’s curated and manufactured approach to social media. This explains the application’s meteoric rise of late.

However, the “anti-Instagram” app faces a serious threat as Meta, particularly Instagram, has taken notice of its popularity. Instagram looks to adopt BeReal’s core concept: candidly sharing images at a random time daily within a two-minute window. The social media giant is in the process of developing “Candid Challenges,” which potentially reduces the interest in BeReal as it previously did with Snapchat. But BeReal can also pull a TikTok and build enough momentum to withstand Meta’s salvo.

In any case, using BeReal is currently the hottest social media trend on the market. It’s just a matter of time before brands and marketers take notice. But is the app feasible for business and marketing plans?

A Bit ‘Too Real’ for Brands?

Unlike other social networks, BeReal has yet to develop a module for brands and doesn’t offer paid ads for expanded reach. After all, these might run counter to the network’s ethos. Moreover, the company appears to be more concerned about building the app’s user base since it only recently caught fame.

However, this does not mean that marketers can’t leverage the platform. In fact, the restaurant Chipotle recently used the app for a campaign that involved giving a free entree to the first 100 users who would use daily promo codes. All the giveaways were typically redeemed in less than a minute daily. Cosmetic brand e.l.f Beauty also achieved success when it leveraged BeReal.

While riding on BeReal’s popularity is a good idea for quick promotions, the app is a low-priority option for marketers, given its lack of ad support services and features for targeting audiences. It does not have Instagram’s high brand engagement, Meta’s staggering reach, and TikTok’s trendy hashtag challenges. The app also does not feature influencers, who are instrumental in digital campaigns. Furthermore, it takes a while for brands to build a following on the platform since it doesn’t offer page and post boosts.

When BeReal’s hype dies down, brands might abandon the app unless it eventually permits advertising and incentivizes users to become influencers. On the other side of the coin, if the platform enables advertising and influencer marketing, it might turn off its core audience, many of whom liked the app for its authenticity. BeReal has to draw the line between these opposing forces if it is to become a feasible marketing tool.