{"id":4769,"date":"2023-01-23T17:14:12","date_gmt":"2023-01-23T22:14:12","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4769"},"modified":"2023-01-23T17:20:44","modified_gmt":"2023-01-23T22:20:44","slug":"tendran-oportunidad-las-marcas-en-be-real-mercado-negro","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2023\/01\/23\/tendran-oportunidad-las-marcas-en-be-real-mercado-negro\/","title":{"rendered":"Mercado Negro"},"content":{"rendered":"
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\u00bfTendr\u00e1n oportunidad las marcas en \u201cBeReal\u201d?<\/h3><\/div>
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BeReal, real como tus amigos,<\/span><\/i> se autodefine como la primera red social espont\u00e1nea e impredecible: \u201cNo es la t\u00edpica red social\u201d. Esta aplicaci\u00f3n, disponible en m\u00e1s de 9 idiomas, fundada por Alexis Barreyat, un ex productor de video de GoPro y desarrollador independiente de iOS, en 2020, cuenta ya con m\u00e1s de 42 millones de descargas, en iOS y Google Play. Se le considera como la \u201cnueva pesadilla de Instagram y Tik Tok\u201d.<\/span>\u00a0<\/span><\/p>\n

Sin filtros, sin poses, sin importar que sea el lugar perfecto. BeReal quiere ser una red social para personas aut\u00e9nticas. \u00bfPor qu\u00e9?\u00a0 Cada d\u00eda, a una hora aleatoria y no predeterminada (uno de los secretos mejores guardados de sus algoritmos), la aplicaci\u00f3n env\u00eda al usuario una notificaci\u00f3n para que se haga una foto en menos de 2 minutos: se encuentre donde se encuentre; y est\u00e9 como est\u00e9.\u00a0<\/span>\u00a0<\/span><\/p>\n

La publicaci\u00f3n rompe con los par\u00e1metros de la predeterminaci\u00f3n. La foto compartida en BeReal tiene un doble \u201clado\u201d. Lo que \u201ctus ojos ven\u201d, es decir, lo que visualiza la c\u00e1mara posterior del m\u00f3vil; y \u201cc\u00f3mo reacciona la persona ante esa realidad\u201d, a trav\u00e9s de un selfie, que es capturado de manera simult\u00e1nea. No solo se tiene que hacer la captura en el rango de los 2 minutos, una sola vez al d\u00eda, sino que solo se tiene 1 oportunidad para volver a tomar la \u201cdoble imagen\u201d. La aplicaci\u00f3n no permite cargar fotos del carrete o subir im\u00e1genes antes retratadas y guardadas.<\/span>\u00a0<\/span><\/p>\n

Sus usuarios la consideran una revoluci\u00f3n de autenticidad. La aplicaci\u00f3n ya se posiciona entre las 5 m\u00e1s descargadas por debajo de Facebook, WhatApp, Messenger y Telegram.<\/span>\u00a0<\/span><\/p>\n

Fotografiar el momento, lo cotidiano, sin glamour y socializar con tu c\u00edrculo. La publicaci\u00f3n no se almacena, solo dura por 24 horas y permite una cantidad ilimitada de reacciones y conversaciones con los amigos del usuario. EE.UU. es el pa\u00eds con mayores descargas (40% del total). Literalmente, la app se propone como una aplicaci\u00f3n que \u201cno te har\u00e1 famoso, si quieres convertirte en influencer puedes volver a Instagram y TikTok\u201d, precisa en su descripci\u00f3n de AppStore.<\/span>\u00a0<\/span><\/p>\n

\u00bfInvertir\u00e1n las marcas en BeReal?<\/span><\/b>\u00a0<\/span><\/p>\n

Por lo pronto, la red social no presenta publicidad y s\u00f3lo permite que la publicaci\u00f3n llegue a los amigos y a la comunidad del usuario, que solo tendr\u00e1 una forma m\u00e1s aut\u00e9ntica de reaccionar al posteo: con un emoji natural, es decir, una foto del amigo imitando la reacci\u00f3n del emoji y comunicando realmente su sentimiento: un \u201cRealMoji\u201d.\u00a0<\/span>\u00a0<\/span><\/p>\n

Aunque parece lejos de los 1270 millones de usuarios de Instagram; o los 1023 millones, de Tik Tok; la valoraci\u00f3n de la aplicaci\u00f3n en iOS es de 4.8 lo cual es muy alta (en Google Play tard\u00f3 m\u00e1s en desarrollarse y tiene 4.2 sobre 5 estrellas), debe ser considerada por las marcas cuya estrategia sea af\u00edn al p\u00fablico objetivo y a sus intereses. Aunque se dice que es una aplicaci\u00f3n para la generaci\u00f3n Z, despierta inter\u00e9s en otro perfil de usuario: el que no quiere posturas.<\/span>\u00a0<\/span><\/p>\n

El reto de que una marca est\u00e9 presente en \u201clos 2 minutos\u201d de cotidianidad de los usuarios parece ser una barrera natural, al igual que solo sean fotograf\u00edas; pero abren la oportunidad de visualizar cu\u00e1les ser\u00e1n aquellas que est\u00e1n \u00edntimamente ligadas al quehacer de la vida. Quiz\u00e1 no comenzar\u00e1 a ser extra\u00f1o que en la medida que crezca la red, m\u00e1s celebridades o personas influyentes tengan contratos con marcas que los acompa\u00f1en todo el tiempo, con el objetivo de ser asociados a ellos en esa breve captura del d\u00eda. \u00bfEs posible que eso desnaturalice el prop\u00f3sito de la red social? Gran desaf\u00edo por delante.\u00a0<\/span>\u00a0<\/span><\/p>\n

Lee el art\u00edculo completo en:<\/span>\u00a0<\/span>https:\/\/www.mercadonegro.pe\/especialistas\/tendran-oportunidad-las-marcas-en-be-real\/<\/span><\/a>\u00a0<\/span><\/p>\n<\/div>

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