On today’s Business Beat, Jeff details why small businesses must check out BeReal, an app that taps into consumers’ desire for authenticity.
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Good morning, Paul! This morning on the Beat, we’ve got news of a trending social media platform that small business owners must be aware of. It was launched just a couple years ago and the app is known as BeReal. It’s one of the fastest-growing apps out there. And its success is largely driven because consumers are actually turning away from highly produced content, such as big, expensive ads and turning more toward gritty, authentic and even homemade content.
BeReal’s focus is — just as the brand implies — on spontaneity, authenticity and transparency, rather than having you deliver perfectly produced and polished content. And given that today’s consumer more than ever wants authenticity, the app has become the app to watch of the moment.
Now BeReal’s essence is to deliver content of your everyday ordinary life. The way it works is you receive a popup notification at random times during your day. And you’re asked to post content within a two-minute window of a couple of images showing what you’re up to at that time in real time.
How can something so simple be so powerful? It seems that there is a continuum as it relates to popularity and attention focus. And that is that when something’s new and different and still relatively undiscovered, it’s seen as being really cool. “I was there first. I discovered that I’m anti-establishment and bucking the popularity trend.” But then when everybody else catches on, it’s not cool anymore, so they move on to the next hot thing and platforms like Instagram and even TikTok in the social media space run the risk of being so good at what they do and so popular that counterintuitively they run the risk of losing users to the upstarts that offer the anti experience to these popular behemoth platforms and BeReal may just be the next beneficiary of that dynamic.
Keep it on your radar screen. Check it out. Maybe give it a try. I’m Jeff Sloan, founder and CEO of startupnation.com, and that’s today’s Business Beat on the Great Voice of the Great Lakes, WJR.