“We believe well-being is holistic – it’s not about compromise, but about striking the perfect balance between pleasure and moderation.”
BERO’s philosophy isn’t just about crafting great brews – it’s a mindset that carries over to their marketing approach. In the ever-evolving world of social media, achieving balance is just as vital. Using the right mix of organic content and paid promotions is what allows brands like BERO to maximize their reach while staying true to who they are.
Analytics play a big role in finding this balance – not as a replacement for creativity, but as a way to enhance it. As Sharon Lee Thony explains in The Marketing Campaign Playbook, analytics shows what resonates with audiences and highlights areas for improvement. By looking at engagement metrics, brands can refine their strategies to ensure their organic and paid efforts work in harmony. For BERO, this means leveraging data to create a presence that’s both impactful and authentic.
BERO, the brand
To understand BERO’s social media approach, it helps to know a little about the brand itself. Founded by actor Tom Holland, BERO is dedicated to crafting non-alcoholic (NA) beer that isn’t just a replacement for traditional brews, but a new standard. With a focus on quality and flavor, BERO is for anyone who values great beer and a balanced lifestyle.
Social media breakdown
This idea shapes everything they do, including their social media strategy. Whether through organic content that tells their story or paid promotions that expand their reach, BERO uses social media to share their vision of redefining what NA beer can be. Let’s get into the details…
Balancing organic and paid efforts
As a newer brand that launched its online presence in October 2024, BERO focuses heavily on organic content to build trust and establish its identity. Instagram and TikTok are their strongest platforms, with posts featuring founder Tom Holland driving the most engagement. These posts consistently outperform others, showing that BERO leans into Tom’s relatability and storytelling to connect with their audience. Paid efforts are present but limited, with 36 active ads since their launch (via Meta Ad Library). This strategy emphasizes authenticity and connection over aggressive advertising, which is a smart approach for a brand still finding its footing online.
Prioritized Metrics
While their most engaging content – posts featuring Tom – performs well (with Instagram likes ranging from 10K – 100K and comments surpassing 100 on occasion), BERO’s regular content tends to see more modest engagement, with likes averaging 2K – 4K. Similarly, on TikTok, saves are notably higher on videos where Tom speaks directly to viewers. This suggests that while they understand the power of content that resonates and encourages repeat views, they’re still refining their overall strategy to expand beyond the reliance on Tom’s presence.
With Facebook being a weaker platform, their focus remains on the more engagement-driven Instagram and TikTok, but there’s still room to improve across the board.
Suggestions & final thoughts
- Leverage Tom’s storytelling: As a new brand, BERO has plenty of space to experiment. They could create more behind-the-scenes content and continue highlighting Tom’s personal connection to the brand to deepen trust and engagement.
- Boost paid campaigns: Align paid content with the storytelling elements that work well in organic posts, especially those featuring Tom. This could help paid ads perform closer to organic metrics.
- Increase TikTok presence: With their Instagram solid, TikTok offers room for growth. Consistent posting and exploring trends could attract new audiences.
BERO is off to a great start, and with some tweaks, they’re well-positioned to grow their online presence even further.
Honorable platform mention: BERO on Spotify
Works Cited
Thony, S. L. (2024). The marketing campaign playbook. Independently Published.
Hana Lataille 
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