“There’s an opportunity for brands to add value on BeReal, but I would caution brands to really think introspectively about what they’re trying to get out of that,” says Teresa Day, president of Planoly, a social content planning and scheduling tool. It would appear as though the app is trying to deter any explicit marketing.īut that doesn’t mean that brands can’t get involved and even thrive on the app. In the absence of paid social ads, a brand might normally turn to sponsorships and influencer marketing but those opportunities are slim to none on BeReal. In line with its commitment to barring filters, edits and influencer culture, BeReal doesn’t have advertising. “We see a massive opportunity to highlight our brand’s transparency in fun ways for our fans on BeReal,” says Tressie Lieberman, the company’s vice-president of digital marketing and off-premise. It’s seen a 315% leap in downloads since the start of 2022, per recent data from trendwatching site Social Media Today. Now the platform has over 2.9 million daily active users. The initiative helped to increase downloads significantly, primarily among gen Zers and college students. Following a $30m capital funding round led by Andreessen Horowitz and Accel last year, the company invested in a paid ambassador program focused on building awareness on college campuses. Originally launched in 2020 by GoPro alum Alexis Barreyat, the app didn’t gain much traction globally until earlier this year.
