BeReal — the app that asked its (mostly Gen Z) users to drop the filters and be themselves — is officially inviting brands to the party with new features that might add the app to your usual social media lineup.
The dual-camera app added RealBrands and RealPeople, the BeReal equivalent of business and creator profiles. These branded accounts will live in a separate feed, giving users the choice to keep up with their favorite brands without their regular feed being taken up by paid promotion. As a brand on the app, your feed will only show posts you’re tagged in, catering to a marketer’s favorite pastime: social listening. You’ll also be able to engage with RealFans by offering exclusive content to the followers who consistently react, share, and tag you in posts.
To match the authentic, spontaneous feel of the platform, marketers will need to get creative — real-time, behind-the-scenes content like glimpses into the inner workings of influencer partnerships or product launches can get you started. BeReal could also be an opportunity to humanize your brand and create a more sincere connection with Gen Z. The platform’s basis in authenticity can help build trust for your business and maintain the transparency that many young consumers want from brands. But even if BeReal isn’t quite right for your brand, you can take its unfiltered lessons to other platforms.
TL;DR: BeReal is opening its platform to brands, encouraging more authentic content from marketers and helping brands build a closer relationship with their audience.
Hey There, Mr. Blue (Sky)
If getting real with BeReal doesn’t seem like a good fit for your brand, we’ve got another emerging social platform worth checking out: Bluesky. After finally ditching its invite codes following a year-long invite-only system, X rival Bluesky amassed one million new users in one day of public access, bringing it up to four million (an impressive jump, but it’ll still need to play major catch up to reach Threads’ 130 million).
If you tuned out after the nth new “Twitter replacer” was announced, here’s a crash course: Bluesky was funded by Jack Dorsey, ex-Twitter CEO, and has much of the same look and feel as the old bird app, including a 300 character limit. But unlike Twitter, Bluesky is decentralized and built on an open-source network, meaning users have more control over their experience on the platform like building custom feeds, apps, and content moderation tools.
Is it right for brands? Maybe. There are still very few businesses on the platform, as most seem to be taking a wait-and-see approach. But several major media organizations have made the move, including Bloomberg and The New York Times. The audience on Bluesky is largely made up of media, tech fans, and creatives — so if a trend-forward, tech enthusiast crowd is right for you, Bluesky might be worth a try. If not, it's probably better to see how the platform matures before committing any resources to it.
TL;DR: X competitor Bluesky opened to the public and gained over one million new users on day one, though many brands are still taking a wait-and-see approach before joining the platform.
AI Alert
To the general amazement of the internet, OpenAI has unveiled its latest AI tool, a text-to-video generator. Called Sora, the generator can create videos up to a minute long in any style, including impressively lifelike footage. While a closer look at the videos reveals some imperfections, the general reception to the announcement was shock at the quality of the clips. Sora is not yet available to the public, but OpenAI’s announcement is an example for marketers of just how powerful AI is getting — and how much further it can go.
TL;DR: OpenAI previewed its latest AI tool, a lifelike text-to-video generator.
In Reddit We Trust
Say you're searching for a new car. You're likely swimming in opinions — eager salespeople, your "car expert" uncle, too many listicles — and none are very useful. So, you turn to Reddit for some real answers.
According to Reddit's latest report, you’re not alone. The survey found consumers want honest, educational, and helpful recommendations, and (surprise, surprise) they're finding them on Reddit. Participants also named Reddit the #1 destination for personalized product advice, with 52% saying they love hearing reviews from real people in similar situations.
For brands, this is an opportunity to enter a more personal conversation with potential customers. Yes, consumer trust is trending downwards and influencers don't have the same … influence over their audiences anymore, but 79% of survey participants said they'd be interested in brands sharing product information on the platform.
Brands should consider Reddit a research tool. It provides insight into specific customer data that would otherwise be difficult to find, including your audience's questions, pain points, feelings about your product, and more. From there, marketers can craft posts and responses that hit every step of the buyer's journey, offering honest information about product capabilities and real-life testimonials. By embracing Reddit's authenticity, your brand is bound to rack up upvotes.
TL;DR: Reddit’s survey participants vote the platform the #1 place for honest, authentic product reviews. Marketers can use this as an opportunity to have more personal conversations with their audience.
WHAT LIT US UP
Source: Columbia Sportswear and Intuitive Machines
If we humans need protection from harsh temperatures, our space tech does, too. To promote this interstellar use of its heat-reflective technology, the outerwear company launched a marketing and PR campaign around the rocket launch that includes all the bells and whistles: a video-centric social media strategy, media placements in a broad spectrum of news outlets and broadcast media, brand ambassadors, and even a Las Vegas Sphere takeover.
With such an out-of-this-world campaign, Columbia knew they’d have multiple stories to tell — and multiple audiences they could reach. Focusing on the space tech aspects could get their story in scientific journals and in front of tech enthusiasts, while leaning into Columbia’s well-known reputation in the clothing and accessory space could appeal to lifestyle, fashion, and consumer outlets and readers. Consider elevating your brand’s presence among new audiences by exploring beyond your usual galaxy. Finding your niche and sticking to it has its benefits, but one small step out of your comfort zone to reach those not on your radar could mean a giant leap for greater brand awareness and unexpected partnerships.
TL;DR: Columbia Sportswear’s lunar landing campaign highlights the importance of knowing how to reach new and unexpected audiences.