In March 2023 BeReal had 33.3 million monthly active users which is down from 73.5 million monthly active users in August 2022. With marketers asking themselves if this app is just a trend or another substitute for other social media platforms. BeReal’s head of field marketing, Julian Hislop, had stated the app is currently in a growth period as they are focusing on the product development and infrastructure.
BeReal had decided to launch its first ever global brand marketing campaign in October 2023 by using the strategy of relying on other global social media channels for engagement. The campaign is for users of the app to submit their BeReal postings to X or Instagram for the chance to be featured on a billboard in Times Square. This allows for the brand to showcase their product along with using “real” images from the users of the app. While the app has been quiet when it comes to talking to press, management has insisted they are stabilizing the company and have more to come.
BeReal is not the social media platform of choice for marketers, but they are not ruling it out quite yet. The company has partnered and created strategic alliances with brands like Chipotle, e.l.f. Cosmetics, and Shake Shack to promote the platform and with this new brand campaign the company is hoping it will create more alliances. Having alliances like these will allow the company to expand their network and integrate themselves into another digital community of their audience. The company also stressed this push for brand awareness is to create organic reach as they currently do not have ads on the platform. This is a selling point for many users as they are not constantly trying to dodge paid ads on the platform like they must do on almost every other site they interact with.
With BeReal creating strategic alliances for their platform they are also focusing on the infrastructure of the app. While management did not elaborate on what this meant for the app, BeReal is determined to get back into good graces with their users. By pushing their first global brand campaign to partnering with world renowned companies they are vying for a top spot again at the top of the social media platform pyramid. Will this global brand campaign be enough to give them the momentum they need to succeed or will it just further BeReal’s decline of their audience and their willingness to use the app.
References:
Louis, Y. (2023, October 6). BeReal bounces back with debut global brand campaign. Marketing Beat. Retrieved February 7, 2024, from https://www.marketing-beat.co.uk/2023/10/06/bereal-bounces-back-global/
McCoy, K. (2023, October 4). Marketers reconsider BeReal as it launches its first global brand marketing campaign. Digiday. Retrieved February 7, 2024, from https://digiday.com/marketing/marketers-reconsider-bereal-as-it-launches-its-first-global-brand-marketing-campaign/