BeReal
BeReal
BeReal
Push comes to shove: How BeReal boosted engagement with dynamic notifications
Push comes to shove: How BeReal boosted engagement with dynamic notifications
At BeReal, push notifications are more than just tiny interruptions—they're the heartbeat that keeps users coming back. But when you're talking to a global audience, delivering the right message to each user is extremely nuanced. Here's how we turned their notifications into a high-flying success story.
The Challenge
The Challenge
The Challenge
A Global Audience with Diverse Needs
A Global Audience with Diverse Needs
A Global Audience with Diverse Needs
Being a global app is like hosting a party where everyone speaks a different language and has their own taste in music. Their push notifications needed to resonate across diverse cultures and languages. This complexity presented two significant problems:
Localized Messaging: There wasn’t an easy way to ensure that each push notification was culturally relevant and engaging for every region.
Fatigue and Novelty Effects: Messages that worked initially would quickly lose their impact, and there wasn’t a systematic approach to swap out underperforming copies with fresh, engaging ones.
Traditional A/B testing methods were too slow and cumbersome to tackle these issues effectively. The need for a more dynamic and responsive approach was clear.
Being a global app is like hosting a party where everyone speaks a different language and has their own taste in music. Their push notifications needed to resonate across diverse cultures and languages. This complexity presented two significant problems:
Localized Messaging: There wasn’t an easy way to ensure that each push notification was culturally relevant and engaging for every region.
Fatigue and Novelty Effects: Messages that worked initially would quickly lose their impact, and there wasn’t a systematic approach to swap out underperforming copies with fresh, engaging ones.
Traditional A/B testing methods were too slow and cumbersome to tackle these issues effectively. The need for a more dynamic and responsive approach was clear.
Being a global app is like hosting a party where everyone speaks a different language and has their own taste in music. Their push notifications needed to resonate across diverse cultures and languages. This complexity presented two significant problems:
Localized Messaging: There wasn’t an easy way to ensure that each push notification was culturally relevant and engaging for every region.
Fatigue and Novelty Effects: Messages that worked initially would quickly lose their impact, and there wasn’t a systematic approach to swap out underperforming copies with fresh, engaging ones.
Traditional A/B testing methods were too slow and cumbersome to tackle these issues effectively. The need for a more dynamic and responsive approach was clear.
Approach
Approach
Approach
A Dynamic approach with just words
A Dynamic approach with just words
A Dynamic approach with just words
Testing Variants Across Languages
We started by testing nine different message variants in four languages: English, Spanish, French, and Japanese. This allowed us to gather a wide range of data and understand how different messages performed across various cultural contexts.
Testing Variants Across Languages
We started by testing nine different message variants in four languages: English, Spanish, French, and Japanese. This allowed us to gather a wide range of data and understand how different messages performed across various cultural contexts.
Testing Variants Across Languages
We started by testing nine different message variants in four languages: English, Spanish, French, and Japanese. This allowed us to gather a wide range of data and understand how different messages performed across various cultural contexts.
Continuous Optimization
Instead of static A/B testing, we used multi-armed bandits to optimize the traffic continuously. This real-time analysis enabled us to make swift adjustments and keep the content fresh and engaging.
Continuous Optimization
Instead of static A/B testing, we used multi-armed bandits to optimize the traffic continuously. This real-time analysis enabled us to make swift adjustments and keep the content fresh and engaging.
Continuous Optimization
Instead of static A/B testing, we used multi-armed bandits to optimize the traffic continuously. This real-time analysis enabled us to make swift adjustments and keep the content fresh and engaging.
Dynamic Rotation
Over three weeks, we used generative AI to identify and replace the six least-performing variants. This proactive approach helped us combat message fatigue and maintain user interest.
Dynamic Rotation
Over three weeks, we used generative AI to identify and replace the six least-performing variants. This proactive approach helped us combat message fatigue and maintain user interest.
Dynamic Rotation
Over three weeks, we used generative AI to identify and replace the six least-performing variants. This proactive approach helped us combat message fatigue and maintain user interest.
The results
A Stat Sig 4.5% Lift in Engagement
Higher Open Rates
A stat sig lift in notification open rates
We observed a 4.5% increase in the overall push notification open rates. This lift in engagement demonstrates the power of continuously optimizing and refreshing the message pool.
Localized Winners
Each language had a different copy outperforming others
Each language had a different message variant that emerged as the top performer. This finding highlights the importance of localized content and cultural sensitivity in global communication strategies.
Resolved Fatigue Effects
Swapping variants suffering from fatigue helped
Fatigue effects were evident. The top-performing messages in the first batch became the lowest performers in subsequent batches. Fresh variants usually outperformed the older ones, underscoring the need for regular updates.
The results
A Stat Sig 4.5% Lift in Engagement
Higher Open Rates
A stat sig lift in notification open rates
We observed a 4.5% increase in the overall push notification open rates. This lift in engagement demonstrates the power of continuously optimizing and refreshing the message pool.
Localized Winners
Each language had a different copy outperforming others
Each language had a different message variant that emerged as the top performer. This finding highlights the importance of localized content and cultural sensitivity in global communication strategies.
Resolved Fatigue Effects
Swapping variants suffering from fatigue helped
Fatigue effects were evident. The top-performing messages in the first batch became the lowest performers in subsequent batches. Fresh variants usually outperformed the older ones, underscoring the need for regular updates.
The results
A Stat Sig 4.5% Lift in Engagement
Higher Open Rates
A stat sig lift in notification open rates
We observed a 4.5% increase in the overall push notification open rates. This lift in engagement demonstrates the power of continuously optimizing and refreshing the message pool.
Localized Winners
Each language had a different copy outperforming others
Each language had a different message variant that emerged as the top performer. This finding highlights the importance of localized content and cultural sensitivity in global communication strategies.
Resolved Fatigue Effects
Swapping variants suffering from fatigue helped
Fatigue effects were evident. The top-performing messages in the first batch became the lowest performers in subsequent batches. Fresh variants usually outperformed the older ones, underscoring the need for regular updates.
Learnings
Strategies for Sustained Engagement
Message Fatigue is Real
Push notification copy shows fatigue effects after about three weeks. Regularly rotating the messages is crucial to maintaining engagement.
Optimized rotation beats Random rotation
A strategic approach to copy rotation, based on performance data, significantly outperforms random rotation methods.
Emoji Use
While there isn’t conclusive evidence on the overall impact of emojis, specific emojis were well received by BeReal’s demographics, while others were not. This suggested that careful selection of emojis, tailored to the audience, can enhance message effectiveness.
Learnings
Strategies for Sustained Engagement
Message Fatigue is Real
Push notification copy shows fatigue effects after about three weeks. Regularly rotating the messages is crucial to maintaining engagement.
Optimized rotation beats Random rotation
A strategic approach to copy rotation, based on performance data, significantly outperforms random rotation methods.
Emoji Use
While there isn’t conclusive evidence on the overall impact of emojis, specific emojis were well received by BeReal’s demographics, while others were not. This suggested that careful selection of emojis, tailored to the audience, can enhance message effectiveness.
Learnings
Strategies for Sustained Engagement
Message Fatigue is Real
Push notification copy shows fatigue effects after about three weeks. Regularly rotating the messages is crucial to maintaining engagement.
Optimized rotation beats Random rotation
A strategic approach to copy rotation, based on performance data, significantly outperforms random rotation methods.
Emoji Use
While there isn’t conclusive evidence on the overall impact of emojis, specific emojis were well received by BeReal’s demographics, while others were not. This suggested that careful selection of emojis, tailored to the audience, can enhance message effectiveness.
Conclusion
Conclusion
Conclusion
Staying relevant means staying dynamic
Staying relevant means staying dynamic
Staying relevant means staying dynamic
just words brought a 4.5% increase in the overall push notification open rates for BeReal by adapting messaging to different cultures and demographics. By continuously optimizing and refreshing their push notifications, we boosted engagement and kept their global audience excited and involved. This is a powerful reminder that in the new world of digital communication, staying relevant means staying dynamic.
just words brought a 4.5% increase in the overall push notification open rates for BeReal by adapting messaging to different cultures and demographics. By continuously optimizing and refreshing their push notifications, we boosted engagement and kept their global audience excited and involved. This is a powerful reminder that in the new world of digital communication, staying relevant means staying dynamic.
just words brought a 4.5% increase in the overall push notification open rates for BeReal by adapting messaging to different cultures and demographics. By continuously optimizing and refreshing their push notifications, we boosted engagement and kept their global audience excited and involved. This is a powerful reminder that in the new world of digital communication, staying relevant means staying dynamic.
Just Words
Product
CUSTOMERS
Just Words
Product
CUSTOMERS
Just Words
Product
CUSTOMERS