BeReal is one of the fastest growing applications in 2022. The app that has the concept of “zero filters”.
According to data from Statista, as of May 2022, the BeReal app had amassed approximately 2.75 million user downloads in the US.
France, which is the app’s home market, was second with 1.7 million downloads. Mexico is in the ninth position, with 191 thousand downloads.
Launched in 2020, the BeReal social media app allows users to post a limited number of times per day. After receiving a notification, users have two minutes to take and post a photo.
With these numbers and its innovative concept, brands are not missing the opportunity to include this application in their marketing strategies.
It is that an application that expands without restraint and in which users share their day to day through photos and videos without filters (or the possibility of editing them) is very tempting, especially for brands linked to the sale of food .
One of the brands that has already jumped on the BeReal bandwagon is Chipotle, which expects the French app to play a key role in its centennial-focused marketing strategy.
BeReal: Chipotle is going there
Just as most companies already have profiles on “classic” platforms such as Twitter, Facebook, YouTube and Instagram (and also TikTok), now they go for BeReal.
The American Mexican food franchise is one of the first big brands to use BeReal as a way to promote its products.
The profile was opened in April 2022 and continues to grow.
As one of the strategies, Chipotle shares promotional codes on the platform that are available for one week.
The dynamic is that the first hundred people to use the promotional code receive a free entry menu.
According to Candice Beck, Chipotle’s director of social media, all 100 promo codes are redeemed within a minute.
Another form of promotion of BeReal by Chipotle could be seen in July, when some employees of the franchise went to Times Square in New York to capture in photographs the digital billboard in the Nasdaq building, where an advertisement for the company could be seen .
The ad encouraged centennials to purchase a certain menu item, which in turn gave them a chance to earn cryptocurrencies that could be redeemed for something else on the menu.
For now the penetration of BeReal is incipient. Chipotle doesn’t have more than 3,000 friends on his profile, a big difference from TikTok, where he has millions, but the idea is for him to grow exponentially.
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