The Silver Linings Group is a small, close-knit team that is hugely dedicated to making a difference for your brand. With a focus on strategic digital marketing, we help our clients reach potential customers through relationship building, providing value, and being authentic to who they are.
This just in: Instagram and TikTok have launched new BeReal-like features!
If you don’t already know, BeReal is a photo sharing app that is hugely popular with Gen Z. This social media platform has reached just over 28 million downloads as of September 2022, and part of why it’s so popular is that it encourages users to share raw, unfiltered photos of real life.
The BeReal app notifies all its users at a random time during the day to take a photo and post. Users are given two-minutes to comply and the app simultaneously uses the front and back cameras so that people can see what you look like and what you’re doing. It does not allow for videos and is almost reminiscent of what Instagram was when it first started out.
In contrast to the highly curated, brand-heavy content that Instagram has come to be associated with, BeReal offers a refreshing take on candid interaction with real-life friends. With high rates of social media burn-out and worsening mental health, the younger generation is now turning towards something that they perceive to be more authentic and spontaneous.
It’s no surprise that social media apps frequently take the best features of other apps and integrate them into their own platforms. We saw it first with Instagram Stories and then again with their implementation of Reels.
Well since BeReal is such a popular app, both Instagram and TikTok are experimenting with their own adaptation.
TikTok Now launched in the middle of September and is positioned to be a new authentic and creative way to connect with those closest to you. The format gives you a daily prompt and invites you and your friends to capture what you’re doing in the moment with both your front and back cameras.
You can read more about this function in their introductory article here.
While Candid Challenges is still in its testing phase, the fact that Instagram is exploring a similar concept speaks loads. Instagram’s Candid Challenges will also prompt users who participate to share a candid photo with the dual camera feature at a random time during the day. Much like BeReal and TikTok Now, users will only have a limited amount of time to respond.
So, as a small business owner who uses social media marketing, what does this all mean?
Well, people are exhausted of perfectly curated content so as a small business owner, this is your opportunity to shine! This shift towards authenticity is the perfect way to nurture customer relationships and build trust. Apps like BeReal, TikTok Now, and Candid Challenges give your brand a chance to connect with viewers intimately. Here are some ways that you can use these functions to your advantage.
Because of the limited nature of these functions, it’s more than likely that when the prompt comes up, you’ll be working on something behind-the-scenes. Sharing these little moments gives your customers a genuine look at all the work that it takes to pull everything together. You can also use this as a sneak peek for products and services that you’re working on and garner hype before launch.
Community is at the center of everything and for younger consumers, it’s doubly important. BeReal, TikTok Now, and Candid Challenges enable business owners to create a genuine online community without the facade of a glamorous image.
These apps are perfect for limited promo codes because of their time-based nature. By launching exclusive promo codes for products and services, you can gain additional visibility and then leverage that for future customer relationships.
Though the jury’s still out on whether or not these functions are effective for marketing, a lot of the lessons still carry over into existing social media marketing tactics. Remember to always leverage authenticity and community in your social media strategy for more creative ways of building your business.
Do you have any questions on BeReal, TikTok Now, or Instagram Candid Challenges? Leave them for us in the comments down below!