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BeReal Rises to 10 Million Daily Active Users

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BeReal Rises to 10 Million Daily Active Users

Have you got into rising social app BeReal as yet?

If so, you’re not alone, with the app now reportedly up to 10 million daily active users, rising from just 10,000 a little over a year ago.

The trending app of the moment, BeReal sends out a prompt to all users at a random time each day, which asks people to share a photo of what they’re doing, right there and then, with a 2-minute time limit to post an update.

The app is being touted as the anti-Instagram, with the focus on real, unedited everyday life, as opposed to airbrushed, polished IG lifestyle scenes.

As described by BeReal:

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No filters. No followers. Just friends, sharing with each other. On BeReal, you discover your friends’ real lives and get closer to them.”

That approach is clearly resonating, so much so that other apps are now looking to replicate its core tools, with Instagram currently working on a new ‘Candid’ feature which looks very similar to the BeReal UI.

It’s interesting to note the growth of the app, and the popularity of its ‘real life’ approach, which shows that people may well have had enough of unrealistic depictions of people’s chosen persona and image online.

Which is a key point of note – when you’re looking at people’s social media accounts, you’re essentially viewing a highlight reel of their life, which excludes the lows and negatives, and accentuates what that person wants you to see. That can lead to negative self-evaluation, and subsequent mental health impacts. But with the most popular celebrities sharing overly airbrushed, hyper-real images of themselves online, that then leads to new trends in representation, and showcasing your ideal image.

You can see, then, why BeReal is gaining traction, with these immediate, everyday images providing a more relatable representation of real life, which can actually help to build community and connection, as opposed to followings online.

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But are there brand and marketing opportunities in the app?

Some brands are experimenting with BeReal, like Chipotle, which has been using the app to share exclusive promotional codes.

Chipotle on BeReal

As explained by Fast Company:

“When Chipotle joined BeReal in April (one of the first major brands to do so), it shared reusable promo codes in its posts for a week. The first 100 people to use the promo would receive a free entree. Those codes were regularly redeemed in less than a minute.

That, of course, could be novelty value, but it’s an interesting use of the format to entice engagement, which could point to possible marketing approaches via creative use cases.

Maybe, users will be open to such, if they don’t intrude too much on the user experience, and it could be a good way to enhance connection and community.

Other brands are using the app to provide behind-the-scenes content, and insights into how they go about their business, while some are also testing out variable approaches to product previews and offers, based on BeReal’s limited time window approach.

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There are no doubt creative considerations here – and at 10 million users, and growing, you can bet that more brands are paying attention, and are considering what they might be able to do to lean into this steadily growing shift.

It’s worth noting that BeReal doesn’t allow formal advertising at this stage, but that could also be on the cards in future, as the app continues to scale and looks to build a more sustainable business model.

But then again, a larger concern is that BeReal’s core appeal is very limited, and that it could easily be replicated by other apps.

Again, Instagram is already doing this, and you can expect other apps to follow suit, as they work to dilute competitor differentiation, and stop their users from downloading another app.

That approach, whether you like it or not, has proven effective, and as BeReal becomes more of a competitor for attention, more apps are going to try and use their scale to blunt the platform before it gets too big.

It remains to be seen whether BeReal can become a truly significant competitor in the space, but 10 million users is significant, and it’s worth, at the least, considering how it might fit into a more creative marketing approach, as an experiment moving forward.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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