{"id":2486,"date":"2024-02-17T14:57:49","date_gmt":"2024-02-17T13:57:49","guid":{"rendered":"https:\/\/beckerandconsulting.com\/?p=2486"},"modified":"2024-05-17T00:10:58","modified_gmt":"2024-05-16T22:10:58","slug":"3-choses-que-tu-ignores-sur-application-bereal","status":"publish","type":"post","link":"https:\/\/beckerandconsulting.com\/en\/blog\/3-choses-que-tu-ignores-sur-application-bereal\/","title":{"rendered":"Digital : 3 choses que l’on ignore sur l’application BeReal"},"content":{"rendered":"

BeReal a \u00e9t\u00e9 cr\u00e9\u00e9 en France en d\u00e9cembre 2019 par Alexis Barreyat et K\u00e9vin Perreau. Le but \u00e9tait de cr\u00e9er un r\u00e9seau social qui pr\u00f4ne le partage de moments fid\u00e8les \u00e0 la r\u00e9alit\u00e9. L\u2019application envoie chaque jour une notification \u00e0 un moment al\u00e9atoire de la journ\u00e9e pour prendre une photo via la cam\u00e9ra. N\u00e9anmoins, comme pour tous ses grands fr\u00e8res (Facebook, Instagram, Snapchat, Pinterest, Twitter ou Tiktok) le mod\u00e8le de r\u00e9mun\u00e9ration de BeReal reste un vaste sujet puisque les premiers mod\u00e8les de r\u00e9mun\u00e9ration de ces plateformes sont apparus \u00e0 partir de 3 ans d’existence.<\/p>\n\n\n\n

1. BeReal ne g\u00e9n\u00e8re pas de $$$<\/h2>\n\n\n\n

BeReal n\u2019a toujours pas g\u00e9n\u00e9r\u00e9 un euro et est enti\u00e8rement financ\u00e9 par des investisseurs<\/strong> dont des g\u00e9ants aux US et en France. Les investisseurs de Facebook ou Snapchat \u00e9taient pr\u00eats \u00e0 injecter de l\u2019argent pour cro\u00eetre sans g\u00e9n\u00e9rer de revenus, puisqu\u2019ils savaient que le break-even (point de rentabilit\u00e9) arriverait t\u00f4t ou tard. Ce n\u2019est pas la m\u00eame histoire pour BeReal : lever des fonds est devenu bien plus difficile et surtout le mod\u00e8le de mon\u00e9tisation n\u2019est pas clair, BeReal collectant moins de donn\u00e9es que ses concurrents (Meta, Snapchat ou Tiktok). Un hypoth\u00e9tique ciblage publicitaire (volet advertising) serait ainsi moins pr\u00e9cis et donc moins privil\u00e9gi\u00e9 par les annonceurs.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

2. Une croissance qui se stabilise <\/h2>\n\n\n\n

BeReal a commenc\u00e9 \u00e0 afficher des signes de ralentissement sur l\u2019ann\u00e9e 2023 avec une baisse de la croissance de t\u00e9l\u00e9chargements et de DAU<\/strong>, soit le nombre d\u2019utilisateurs actifs quotidiens monde (Apptopia<\/a>). Malgr\u00e9 cela des chiffres de Mediametrie<\/a> montrent en France pour 2023 une croissance de +73% vs N-1. Les r\u00e9seaux sociaux ayant mis en moyenne entre 3 et 6 ans pour d\u00e9marrer la publicit\u00e9 sur leur plateforme, dans ce contexte d’\u00eatre soi-m\u00eame il para\u00eet compliqu\u00e9 de d\u00e9marrer cette mon\u00e9tisation maintenant. De l\u2019autre c\u00f4t\u00e9, le mod\u00e8le d\u2019abonnement payant parait aussi compliqu\u00e9 quand on sait que pour Meta, Snapchat ou Twitter cela repr\u00e9sente 1% \u00e0 5% des utilisateurs.<\/p>\n\n\n\n

3. L’arriv\u00e9e des marques et des comptes certifi\u00e9s<\/h2>\n\n\n\n

Depuis le 6 f\u00e9vrier 2024, il est possible d\u2019ajouter des personnalit\u00e9s et des comptes marque sur l\u2019application<\/strong>, afin d\u2019obtenir\u00a0\u00ab\u00a0un aper\u00e7u de [leur] vie lorsqu\u2019elles ne sont pas sous les projecteurs\u00a0\u00bb, indique leur communiqu\u00e9 de presse. Les utilisateurs peuvent ainsi interagir avec les contenus des comptes certifi\u00e9s en devenant des \u00ab\u00a0RealFans\u00a0\u00bb. L’id\u00e9e \u00e9tant de commencer \u00e0 int\u00e9grer comptes officiels et surtout des marques… pour potentiellement commencer \u00e0 deployer du paid media. Quid de poster ce qui se passe en coulisse pour votre marque ?<\/p>\n\n\n\n

N\u00e9anmoins, BeReal<\/a> reste en croissance notamment chez les plus jeunes. La jeune pousse fran\u00e7aise va devoir trouver rapidement son mod\u00e8le de r\u00e9mun\u00e9ration pour continuer de perdurer dans le temps. Chez B&C on a h\u00e2te de voir cela et on esp\u00e8re voir ce r\u00e9seau social Made in France perdurer.<\/p>","protected":false},"excerpt":{"rendered":"

Le but \u00e9tait de cr\u00e9er un r\u00e9seau social qui pr\u00f4ne le partage de moments fid\u00e8les \u00e0 la r\u00e9alit\u00e9 : l\u2019application envoie chaque jour une notification \u00e0 un moment al\u00e9atoire de la journ\u00e9e.<\/p>","protected":false},"author":1,"featured_media":2487,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-blog-post.php","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[103,111],"class_list":["post-2486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-future-of-ads","tag-social-media"],"yoast_head":"\nDigital : 3 choses que l'on ignore sur l'application BeReal | Becker & Consulting<\/title>\n<meta name=\"description\" content=\"BeReal a \u00e9t\u00e9 cr\u00e9\u00e9 en France en d\u00e9cembre 2019 par Alexis Barreyat et K\u00e9vin Perreau. 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