As Seen in Forbes: FOMO: Should Your Brand Hop On New Viral Apps Like BeReal?

by Kelly Ehlers

Originally published on Forbes.com

You may have already been persuaded by a strong fear of missing out to download the viral app BeReal. Every day at a random time, the app sends a push notification to its roughly 22 million monthly users, letting its (mainly) Gen Z users know they have "2 min left to capture a BeReal and see what your friends are up to!"

BeReal’s boom in popularity is likely due to a strong dislike of the curated and "fake" content that's often expected on mainstream platforms like Instagram and Facebook. The push to be genuine and show your friends what you're doing at the moment of the notification, instead of during the most interesting part of your day, is intended to keep younger users in the moment.

Any social networking app with such immense rising popularity is bound to garner attention from brands. Some of the first to hop on BeReal include Chipotle, E.l.f. and K18. These brands have primarily used the app to send out exclusive promo codes or tease product launches for their "friends." But the real question lies in what's to come for brands on the app—especially after the initial hype dies down and more brands hop on the bandwagon. At the end of the day, once consumers get a few promo codes, they'll have no reason to stick around and remain "friends" with these brands.

Still, just because brands can be on the latest viral app—whether it's BeReal or something else—does not mean they should be. Social media and brand managers often feel the pressure to hop on every trend and get their product in the faces of consumers on every platform. There are a few ways to navigate whether or not your brand should hop on the bandwagon and invest your time and budget.

First, it's key to understand the platform's differentiating factor and value proposition. While both Clubhouse and BeReal have been the most recent trendy platforms, they have wildly different company purposes. Digging into what makes a platform's format and value unique can help brands determine if these values are in line with their own.

Next, do some social listening. Dive into what consumers, critics and industry experts of all generations have to say about the platform. Are consumer practices aligned with the platform's intended use or purpose? Do industry experts see value in the platform's differentiation? Use these insights to piece together how your brand may fit into the puzzle.

Finally, evaluate how your current social media content strategy can tie into the new platform. Are you producing—or do you have the resources to produce—content that aligns with the platform and consumer values/usage? Do you have the resources to commit community management, if needed, to the platform? At the end of the day, if your content messaging priorities don't align with the values and usage of the platform, there's probably no purpose in spending time or money with the platform.

Sources close to BeReal say a paid tier of the app is likely to follow. As of now, users can react to their friends' posts, see how many "retakes" they have as well as see the exact location the BeReal was taken. These features are likely to be the first to be removed from the free tier of the app. While they aren't the "meat" of the app, adding a paid tier could negatively affect users' perception of the authenticity.

While it's unclear whether BeReal is here to stay, I believe the basic ideals and values associated with the app are. Digital natives who have grown up in a bubble of perfection and curation on Instagram are finally starting to yearn for some "realness" in their life. Although Instagram has already attempted to copy the technology elements of the app, the change is going to need to go far beyond a simple update. To keep engagement and interest from younger generations, Instagram and Facebook need to fully reevaluate the purposes of their apps.

There’s no doubt that new viral apps will continue to be a case of "will they, won't they?" If brands want to get involved with an app like BeReal, authenticity above brand story is key. If app developers want users to stick around, they have to be intentional with paid updates. And for every other social media platform out there, it may be time for some authentic self-reflection.