BeReal is an app attracting a ton of new users, and Chipotle is jumping in on the platform to reach their primarily Gen Z and Millennial customer base.

BeReal is an app attracting a ton of new users, and Chipotle is jumping in on the platform to reach their primarily Gen Z and Millennial customer base.BeReal is an antidote to overly-posed social media, with users only allowed to post once a day during a two minute window where they can share what they’re doing in that moment. The concept has gotten a lot of attention: the app amassed about 8.7 million downloads since its release in 2020. Chipotle is getting a head start with marketing on the app, posting exclusive free entree promotions. With the way posting works, it’ll be a little tricky for brand consistency and predictability, but Chipotle is up for the challenge, suggesting marketing techniques like having restaurant employees post. It’s still in the early stages of marketing, and brands should be aware that YPulse’s upcoming social media monitor data shows only 2% of college students are currently using the app. So activations on the platform won’t have a big reach, but could get them in on the ground floor of the next big thing and test things in a low-stakes way. After all, Chipotle was an early TikTok adapter, too. (The Cut, Retail Brew)