BeReal is winning over users with its 'anti-Instagram' approach, providing a filter and ad-free experience while sharing your life in real-time without any planning before posting.

The timing of BeReal's rise to popularity hasn't gone unnoticed, as Instagram is being criticized for caring more about recommended content and ads than authentic connections with friends. It's clear that people don't want another content platform and genuinely miss having a space to simply connect with each other.

The platform already has more than 10 million daily active users, up from 2 million in January 2022, but there's still some skepticism about the app's longevity as a viable place for bands to connect with their fans. If the point is unedited content, no ads or algorithm, where do brands fit into the equation?

There have been plenty of apps that got their 15-minutes of fame trying to "disrupt" the social media industry (ie. Clubhouse) but brands like Chipotle and e.l.f. are finding some success by testing and learning as they go.

Chipotle's #boorito activation is causing a buzz

Chipotle is leaning into spooky season in an effort to expand the popularity of its mobile app and loyalty program, bringing its digital-only Boorito activation from the past two years to life in-store and integrating BeReal and CashApp.

Rewards members are being challenged to dress up in costume and visit Chipotle stores to unlock promos & discounts. They've enlisted Atlanta-based artist Pablo Rochat to spread the word and released a commercial to help members brainstorm ridiculous costume ideas in order to earn their discounted meal.

This is where BeReal comes in. Chipotle was was one of the first major brands on the platform and found some success earlier this year by sharing a promo code through its page. So why not encourage fans to be in costume at the store when they get notified it's "Time to BeReal"?

How this all plays out is TBD but props to Chipotle for being on the front lines of testing and experimentation with a newer platform.

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