BeReal's New Global Brand Campaign: A Game-Changer?

A few months back, BeReal experienced a slowdown in traction amongst its user base and marketers alike. However, in a bold move, the photo-centric social platform aims to reassert its relevance with its inaugural global brand marketing initiative.

Intriguingly, BeReal is harnessing the power of other social networks for heightened interaction. This campaign will invite users to showcase their BeReal content through competitions on platforms like Instagram and X (previously known as Twitter). The coveted prize? An all-expenses-paid holiday and the privilege of gracing BeReal’s premiere billboard in the iconic Times Square.

This move serves a dual purpose: amplify BeReal's visibility among non-users while re-engaging its current audience. Julian Hislop, BeReal's lead for field marketing, mentioned the app's primary focus had been on product enhancements and refining its framework. "With our app now functioning optimally, it's the perfect moment to launch innovative and engaging marketing drives," he commented.

The specifics of BeReal’s promotional budget remain undisclosed. However, throughout this month, the brand aims to capitalize on viral engagements, culminating in a high-impact out-of-home campaign at Times Square.

BeReal's allure for marketers peaked last year, especially with uncertainties surrounding platforms like Twitter and Meta. Despite lacking advertising features initially, BeReal provided businesses, including renowned brands like Chipotle and Shake Shack, the opportunity to engage with its burgeoning community.

However, as the year progressed, the BeReal buzz seemed to wane. Recent statistics indicate a decline in monthly active users, dropping from 73.5 million in August 2022 to 33.3 million by March of this year.

Monica Chun, a leading voice from the Acceleration Community of Companies, expressed, "It's a waiting game to ascertain whether BeReal remains a fleeting trend or evolves to regain its initial momentum."

Despite BeReal's silence in the public domain, insiders reveal the platform has been diligently refining its offerings, absorbing user feedback on potential brand integrations and campaign concepts.

Hislop emphasized, "Our primary concentration is fostering genuine user connections." He added that while brands are welcome to integrate, it's not a top-tier agenda currently.

From an advertising perspective, the focus remains on resonating with the audience. Grace Hoy from VMLY&R opined, "Our core mission is bridging brands with their target groups. If BeReal reclaims its cultural significance, marketers will undoubtedly reconvene to strategize optimal brand placements, despite initial hiccups."

Industry experts believe that marketers aim to align with cultural trends. If BeReal successfully revives its standing, they are poised to leverage the platform's reach, especially its younger demographic. However, the longevity of BeReal's resurgence remains a topic of debate. Micah Freedman of Ruckus digital agency shared, "We're keen to see if this new campaign offers the rejuvenation BeReal needs."