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BeReal, which says it has 40M monthly users, is rolling out ads in the US
BeReal, a social photo-sharing app with 40 million monthly users, is launching ads in the U.S. after its €500 million acquisition by Voodoo. The app, favored by Gen Z, aims to bolster revenue through in-feed ads and brand takeovers while facing challenges in a competitive social media landscape. BeReal's growth has stagnated since its viral rise in 2022, prompting this new monetization strategy.
Key points
- BeReal boasts 40M monthly users; 5M are U.S. users.
- The app is rolling out an advertising platform in the U.S. after being acquired by Voodoo for €500 million.
- Ads will include in-feed formats mimicking user posts and full-day brand takeovers.
- Previous ads have been tested with major companies (Levi’s, Nike, Netflix, Amazon).
- 85% of BeReal's users are Gen Z, and 50% use the app six days a week in top markets.
- The app’s downloads have recently declined; 31.5M in 2023, a 60% drop year-over-year.
Why it matters
- In 2022, BeReal surged in popularity, prompting major competitors (Meta, TikTok) to adapt their strategies.
- The trend of social apps adding advertising reflects an ongoing shift towards monetization in the tech industry.
- BeReal's reliance on Gen Z aligns with the 2025 IT trend of targeting younger demographics for ad campaigns.
BeReal's introduction of advertisements in the U.S. marks a strategic shift to ensure profitability amidst declining downloads, reinforcing its position in an increasingly competitive social media market targeting a younger audience.