The arrival of advertising on BeReal gives brands a unique opportunity to connect authentically with their audience. The app, known for its spontaneity, has extended its advertising formats to EMEA (Europe, Middle East, Africa), following an initial launch in the United States. Ads integrate naturally into the app's feed through the use of dual cameras, allowing brands to show behind-the-scenes moments or capture genuine reactions to their products and services.
This innovation represents a major shift in digital marketing, giving businesses a new way to stand out. Well-known brands such as Nike, Netflix, and Pepsi have already joined BeReal, taking advantage of this direct, personal channel to communicate with consumers. This article explores the methods for running successful advertising on BeReal, including strategies, case studies, and recommended practices.
Understanding How BeReal Works
About the Platform
BeReal, created in December 2019 by Alexis Barreyat, stands out in the photo-sharing app landscape with its unique concept centered on authenticity. Available on both Android and iOS, it encourages users to share genuine, spontaneous moments from their daily lives. Once a day, at a random time, the app sends a notification prompting users to capture and share what they are doing at that exact moment.
Once the notification is received, users have two minutes to take a photo using both the front and rear cameras of their smartphone simultaneously.
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The Characteristics of Content on BeReal
Content on BeReal is defined by its authenticity. Users are limited to posting one photo per day, taken within two minutes of receiving the notification. This constraint keeps users natural and avoids excessive staging. Photos reflect users' real activities, offering an authentic window into their daily lives.
Although users can retake their photo as many times as they want within the allotted time, the number of attempts is visible to everyone, further reinforcing the authenticity and transparency of the BeReal experience.
Key Statistics on Users and Engagement
Since its launch, BeReal has seen impressive growth.
In February 2023, the app had 47.8 million monthly active users, with 13 million daily users. Starting in August 2022, the number of daily active users surged to over 20 million, nearly double the 10 million users recorded in the same month the previous year. These figures illustrate BeReal's growing appeal and its significant potential for brands looking to build an authentic connection with an engaged audience.
Effective Advertising Strategies on BeReal
Embrace Authenticity in Your Messaging
To succeed on BeReal, it is essential to adopt an authentic and spontaneous approach in your advertising. Unlike traditional platforms such as Instagram or Facebook, where content is often carefully produced and edited, BeReal values simplicity and transparency. Brands should therefore favor raw content that reveals behind-the-scenes moments or genuine snapshots of their day-to-day operations.
This approach fosters a strong emotional connection with the community and increases consumer trust in your brand.
Using "BeReal Time" Moments for Maximum Engagement
BeReal's daily notifications, sent at unpredictable times, represent a unique opportunity to engage your audience at its peak.
By aligning your ads with these moments, you capture users' attention when their engagement is highest.
Use these opportunities to showcase limited-time promotions, special offers, or exclusive previews of your products or services.
This approach creates a sense of urgency and exclusivity, encouraging users to spread the word and act on your offers. Targeting Strategies and Personalization
BeReal attracts a young and diverse audience, primarily composed of Gen Z users between the ages of 15 and 25. For your advertising campaigns to deliver results, it is essential to target this audience precisely.
Identify BeReal influencers who align with your brand values and target audience, and propose collaborations to create authentic, compelling content.
Additionally, leverage available data to personalize your advertising messages, taking into account your audience's preferences and interests.
This deeper personalization builds customer loyalty and amplifies the impact of your marketing efforts.
Case Studies and Best Practices
Successful Advertising Campaign Examples on BeReal
Well-known brands like Nike and Netflix have brilliantly leveraged BeReal for their advertising campaigns by betting on authenticity and interaction. Nike captivated its audience by revealing behind-the-scenes moments at its sporting events and athletes' preparations, while Netflix drew attention by sharing exclusive previews and behind-the-scenes footage from its new series. These initiatives demonstrated the effectiveness of BeReal in actively engaging a target audience.
Lessons Learned from These Campaigns
Authenticity is the key to success on BeReal. The brands that thrive are those that are spontaneous and transparent, sharing the reality of their operations without artifice.
It is essential to avoid overly commercial or artificial content to maintain user trust and interest. In addition, engaging with the community through comments and direct messages is critical to building strong relationships and increasing brand visibility.
Tips for Optimizing Visibility and Engagement
To maximize your impact on BeReal, post compelling content during daily notifications, leverage collaborations with influencers who align with your brand to create authentic content, and participate in the platform's viral challenges and trending moments. Combined with the strategic use of relevant captions and hashtags, these actions can greatly increase the visibility of your posts and grow your follower base.
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Conclusion
In short, BeReal stands out as an exceptional platform for brands looking to build authentic, compelling connections with their audience. To make the most of this platform, it is essential to prioritize authenticity and spontaneity in your advertising, avoiding overly polished or scripted content.
Taking advantage of "BeReal Time" moments to interact with your audience, implementing effective targeting and personalization strategies, and actively engaging with the community are all essential for increasing your visibility and engagement. Successful campaigns on BeReal show that brands that embrace transparency and authenticity can build strong, lasting relationships with their customers. By incorporating these approaches into your marketing strategy, you will have the opportunity not only to strengthen your brand image, but also to drive deep engagement and long-term loyalty.
Don't hesitate to get started on BeReal and integrate your marketing strategies there. Thanks to its rapid growth and active audience, this platform is a powerful lever for your digital communications.
Want support with your digital marketing strategy? Feel free to reach out!
FAQ
Does BeReal have ads now?
Yes, starting in the summer of 2024, BeReal began displaying ads following its acquisition by Voodoo. This initiative aims to capitalize on the platform's growing popularity while increasing user engagement.
Why are there ads on BeReal?
The decision to introduce ads on BeReal, following its acquisition by Voodoo for 500 million euros, is driven by a desire to generate revenue ethically. The ads are designed to blend seamlessly with friends' content, preserving the authenticity and transparency of the user experience.
How do you run ads on BeReal?
To launch advertising campaigns on BeReal, follow this approach:
- Identify your target audience by analyzing their preferences and behaviors.
- Create visually compelling ads that integrate naturally into the BeReal feed, favoring short, interactive formats.
- Use the advertising tools offered by BeReal, which may include targeting and distribution features similar to those on other social networks.
- Collaborate with recognized BeReal influencers for organic promotion of your products or services.
- Use analytics to refine and optimize your campaigns based on performance and feedback.
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