BeReal Expands Its Advertising Strategy as User Engagement Evolves

BeReal, the social media app founded in 2019, is making significant strides in the advertising space, following a tumultuous journey since its inception. The platform exploded in popularity throughout 2022, and only last month announced the rollout of in-feed advertisements in the United States. This announcement comes just a week after another big exit to French mobile publisher Voodoo, valued at €500 million. This new evolution comes at a time when user engagement patterns are rapidly changing with a severe drop in global downloads.

After a quiet start, BeReal experienced a surge in popularity in 2022, attributed to its unique approach to social sharing. As of October 2023, the app had over 53 million downloads globally. Just 9% of active Android users were using it every day. A $30 million Series A funding round from venture capital firms a16z and Accel completed this growth. This investment represents a resounding vote of confidence from the nation’s investors in the company’s potential.

Even with a strong start out of the gate, BeReal couldn’t keep users engaged. The app’s international downloads fell off a cliff, dropping 60% YoY to a mere 12.7 million in 2024. Despite some bumps along the way, it’s still growing, with an impressive 40 million monthly active users. Specifically, 85% of these users self-identify as Gen Z. A majority of BeReal’s users in key markets, including the U.S., France and Japan, use the platform on a daily basis — at least six days a week. That’s a reflection of the deep core of active, dedicated users.

To better navigate the U.S. market and enhance its operations, BeReal appointed Ben Moore, formerly of TikTok, to lead its American team in 2022. During his leadership, the company expanded into advertising partnerships with the likes of Levi’s, Nike, Netflix, and Amazon. The first ad products, which are now in beta, consist of in-feed ads that imitate the app’s characteristic dual-camera post format and full-day brand takeovers.

As BeReal dives headfirst into its new advertising approach, the app will have to learn to walk the line between monetization and user experience. At the same time, the company is hoping to maintain the authenticity that initially attracted its users. Alongside that it wants to provide brands with creative innovative new ways to engage consumers.