Be Real：全球增长最快的社交新贵 中国跨境电商营销新阵地

Be Real：全球增长最快的社交新贵 中国跨境电商营销新阵地

Be Real: The Fastest Growing Social Media Platform and New Marketing Channel for Cross-border E-commerce

2020年1月，两位前GoPro员工Alexis Barreyat和RomainSalzman在法国联合创立了Be Real。这个强调"真实社交"的平台在A轮融资中获得3000万美元投资，领投方包括知名风投Andreessen Horowitz。

In January 2020, two former GoPro employees Alexis Barreyat and RomainSalzman co-founded Be Real in France. This "authentic social" platform raised $30 million in Series A funding led by renowned VC Andreessen Horowitz.

Be Real的独特玩法在于：每天随机时间推送拍摄通知，用户需在2分钟内同时使用前后摄像头记录当下状态。这种拒绝滤镜、反对摆拍的真实社交理念，使其迅速从众多社交平台中脱颖而出。

Be Real's unique feature: sending random daily notifications requiring users to capture their current moment using both front and rear cameras within 2 minutes. This no-filter, anti-posing authentic approach quickly differentiated it from other social platforms.

惊人的增长数据：
- 2022年下载量达5600万次
- 8月全球下载量第一
- 9月底苹果商店免费榜第二
- 日活用户超1000万
- 团队规模不足30人

Impressive Growth Metrics:
- 56 million downloads by 2022
- #1 most downloaded app globally in August
- #2 on Apple's free apps chart in September
- Over 10 million DAU
- Team size under 30 employees

行业影响：
这种创新模式已引发TikTok和Instagram的模仿：
- Instagram 7月推出Dual
- TikTok 9月发布TikTok Now

Industry Impact:
The innovative model has inspired copycats from TikTok and Instagram:
- Instagram launched Dual in July
- TikTok released TikTok Now in September

跨境电商营销机会：
1. 利用平台"真实感"特性展示产品真实使用场景
2. 建立品牌可信赖形象
3. 打造专属私域流量池
4. 平台红利期获客成本较低

E-commerce Marketing Opportunities:
1. Showcase products in authentic usage scenarios
2. Build trustworthy brand image
3. Create dedicated private traffic pool
4. Lower CAC during platform growth phase

值得注意的是，Be Real正探索付费功能而非广告作为主要盈利模式，这为品牌营销提供了更纯净的环境。

Notably, Be Real is exploring paid features rather than ads as its main revenue model, offering a cleaner environment for brand marketing.

封面图源/图虫创意
Cover image source/Tuchong Creative