Chipotle, elf Cosmetics, and Shake Shack have all flocked to the platform to claim their rights while BeReal is still hot.
It would be a challenge to keep this attention from marketers without powerful advertising services. But for BeReal, the lack of advertising opportunities is likely by design and represents a new era in what it means to build and grow a platform. new social media — no advertiser support.
It is a growing trend.
Social media digital ad revenue is declining due to rising ad prices and poor, inconsistent ad measurement. That means platforms are trying to diversify their revenue streams as soon as possible, looking to leverage subscriptions or premium content to stay motivated.
So far, BeReal’s strategy has been similar to that of other social media platforms that have just started: Raise significant amounts of money from investors, scale up the user base, and then a few years later. from now on, flip the switch and hope to make some money.
So while brands tested BeReal’s look and feel, they kept their advertising dollars on established social channels.
As social media matures, however, advertising should only be part of any channel’s business plan rather than the whole plan, experts say. Otherwise, platforms like BeReal could be nothing more than a flash. But brands should still test BeReal before it becomes “pay-to-play,”
As platforms mature and become crowded, it becomes much harder for brands to reach consumers. If BeReal breaks through and creates more marketing opportunities, then brand dollars will quickly follow.