Marketers know BeReal has captured an audience.
Marketers are steering clear of the app, at least for now, advertisers told Digiday, until the platform opens up an opportunity to advertise.
Unless BeReal moves quickly to offer those marketers unique features they’re interested in, the potential forthcoming global recession could put experimental ad dollars on freeze, and prevent the app from getting consistent checks from marketers any time soon.
Some marketers are dipping their toes in the water (Chipotle, E.l.f. Cosmetics). However, this early interest from advertisers won’t monetize the business long-term.
So, if this app is free to download and use, and doesn’t have ads, what happens when BeReal has plowed through its investment? BeReal did not respond to a request for comment at the time of publishing.
If advertising is on the cards, which recent reports suggest, then BeReal has a short window of opportunity to get an ads business up and running. Dither for too long and one of BeReal’s larger competitors could try to copy it. In fact, TikTok did just that last month with the launch of its BeReal clone, TikTok Now, which the platform states is “a daily photo and video experience to share [users’] most authentic moments with the people who matter the most.”
Since then, TikTok has started pitching it to agencies.
For now, BeReal is more of a social network than a social platform, which is never welcoming to advertising.
In other words, marketers aren’t sure how to use it yet for two reasons:
- App users love the authenticity of its content, which doesn’t lend itself to ads
- More importantly, there is no ads feature available.
Even if ads do arrive on BeReal they wouldn’t necessarily be an immediate win. Aside from the time, money and commercial nous needed to get advertising right out the gate, there’s the small matter of a looming global recession to think about. Whenever there’s a recession marketers tend to revert to platforms with guaranteed ROI given their lean budgets. There’s little time for experimentation on anything new.
Regardless of growth, BeReal needs to figure out the best way forward to monetize itself longterm, to keep Gen Z happy, before all the fun (and funds) come to an end.