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NBA launches official account on BeReal to become first major US sports league to establish presence on emerging social media app


Andre Cohen

The NBA has launched an official account on BeReal, becoming the first major US sports league to establish a presence on the emerging social media app which has reached 53 million downloads worldwide according to research by SensorTower. The NBA joined the platform in September and released its first message at the Naismith Memorial Basketball Hall of Fame’s enshrinement ceremony.

BeReal is a photo-only platform founded in 2020 but skyrocketed in popularity earlier this year. Users receive a daily notification at a random time of day warning them that they have two minutes to post a photo of themselves and their surroundings – intended to nurture more authentic content than is often shared on social media. other social media platforms like Instagram. Draymond GreenChris Paul, Devin Booker, Jonathan Kuminga and former NBA star Manu Ginobili are among the players to appear in photos shared by the NBA on BeReal so far.

“There is a young population on the platform and it is a date. The app appeals to users who are looking for a more authentic social media presence and are highly interested in the content,” Ashley Atwell, NBA senior director of social content, wrote in an email to SportTechie.

BeReal recently reached a pre-money valuation of $600 million, according to The Information, and its investors include Andreessen Horowitz, Accel and DST Global. The app is “disrupting” the NBA’s social media strategy, as Instagram and TikTok recently added similar features that prompt users to share content in short windows.

“This is a completely unique platform that only allows you to post once a day. This posting time is dedicated by BeReal’s push notification and only your friends can see the content,” Atwell wrote. “We’ve seen platforms like Instagram and Snapchat replicate the camera functionality and more recently TikTok has developed TikTok Now which offers similar functionality. BeReal’s authentic nature and date viewing are unique and disrupted social media strategy.

Ryan H. Bowman