A new era for authenticity in digital advertising
In the social media landscape, BeReal has distinguished itself through its approach to promote authenticity and spontaneity in everyday sharing. After introducing advertising in the US over the summer, the platform has now extended this offering to users in the UK and EMEA (Europe, Middle East and Africa) region, ushering in a new era of opportunities for brands. With a model that aims to keep intact the genuine spirit that has won millions of users, BeReal offers companies a new opportunity to connect with audiences.
Advertising formats on BeReal
According to Aymeric Roffé, CEO of BeReal, the introduction of the ads aims to respect the platform’s core values: ‘We have always put authenticity first on BeReal, and our advertising model reflects the same principle. We offer companies the opportunity to connect with our audience in a way that feels authentic and engaging, while staying true to the ethos that has made BeReal a phenomenon.’
With the arrival of advertising, brands will be able to use different formats, including native in-feed ads and high-impact takeovers. These advertising formats are designed to replicate typical posts on the platform, using the dual camera to offer a behind-the-scenes cue or capture consumers’ genuine reactions to products and services. BeReal’s goal is to integrate advertising in a way that does not interrupt the user experience, but complements it with content that feels like a natural part of the everyday narrative.
Nike, Netflix and Pepsi: the first brands to launch on BeReal
Among the first brands to take advantage of the new advertising offer on BeReal are Nike, Netflix and Pepsi, who saw the platform as an opportunity to reach their audience in an innovative and personal way. This marks a significant step for BeReal, which is evolving from being a niche app to an attractive marketing channel for companies that want to communicate directly with their consumers.
The ability to publish ads that integrate naturally with user-generated content is a competitive advantage in a market increasingly sensitive to intrusive advertising overload.
BeReal’s numbers: an active and engaged audience
In January 2024, BeReal reached 23 million monthly active users globally. Although the platform is particularly popular in the US, it is also rapidly gaining ground in the UK and Germany.
70 per cent of BeReal’s daily active users publish content every day and spend an average of 30 minutes on the app, a figure that underlines the high level of engagement. This daily engagement is a valuable resource for brands, which can now reach a particularly receptive audience ready to interact with content in an authentic way.
What does it mean for brands?
For companies, BeReal offers a unique opportunity to interact with a more selective audience than other social networks. With 70 per cent of users posting daily and spending an average of 30 minutes on the app, the level of user engagement and loyalty is high compared to other social platforms.
BeReal, therefore, represents a channel to create more authentic connections, without being invasive, but harnessing the power of spontaneous images and ‘reality’ as a communication tool. In an era where authenticity is a value increasingly sought after by consumers, BeReal offers a new frontier for digital marketing, where companies can make a difference not only with their products, but with the way they choose to tell their stories.
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