BeReal recently announced the launch of its first advertising platform in the US. The platform has been in the works since the social media app launched in 2020.
What is BeReal?
BeReal is a social media app that alerts users at a random time once a day to take a photo of whatever they are doing in that moment. The app encourages users to be authentic and doesn’t include filters or editing tools to enhance pictures.
Over 200 advertisers have already marketed on BeReal globally. Advertising engagement rates are higher with over 40 million monthly active users worldwide. For example, Levi’s launched a lifestyle activation that saw five times higher engagement than other social media platforms.
Out of its 40 million monthly users, 85% are Gen Z. Its top markets worldwide include the US, Japan and France, with over 50% of their users logging on six days a week.
Its user count hit new heights at 70 million in 2023. After that, BeReal was sold to French video game developer Voodoo for $500 million in June 2024.
Inside the new advertising platform launch
Ben Moore, who formerly led global media buying partnerships at TikTok, is heading the new advertising platform. The company is now also building a specific team directly focused on sales, partnerships and user growth.
“BeReal was built as a pressure-free space where people connect authentically – and that philosophy extends to how we introduce advertising,” said Moore, in a statement to Marketing Dive. “Our goal is to help brands show up in a way that feels real, respectful, and aligned with how our users already engage.”
BeReal’s ads are already designed to mirror the user experience, integrating advertisements into the flow of content on the platform.
Huge brands like Nike, Netflix and Amazon have already run ads on BeReal, and the move to expand advertising will capitalise on previous success.
Their decision to launch an ad platform arrived as TikTok faced uncertainty in the US. Many brands that may be looking to jump ship on marketing spend can now consider BeReal as a viable alternative.
