BeReal, the social app that took off for its authentic, unfiltered photo-sharing, is making a big change: ads are coming to the U.S. After being acquired by French mobile publisher Voodoo for €500 million, the platform is rolling out in-feed ads and full-day brand takeovers to start making real money.
Why Ads Now?
Like many social apps, BeReal needs to monetize. Without subscriptions or ads, turning a profit is tough—even with 40 million monthly active users (5 million in the U.S.). The company has already tested ads with big brands like Nike, Netflix, and Amazon, and now it’s opening up a full ad platform.
To help with this push, BeReal hired Ben Moore, a former TikTok executive, to lead U.S. sales and partnerships. The app is betting on its Gen Z audience—85% of its users—to attract advertisers, especially since half of its top users in the U.S., France, and Japan open the app six days a week.
BeReal’s Rise and Slowdown
The app exploded in 2022 after a $30 million funding round from a16z and Accel, even inspiring copycat features from Meta and TikTok. At its peak, it had 53 million downloads and even got an SNL parody.
But growth has slowed. According to Appfigures, BeReal has been downloaded 115 million times (33% from the U.S.), but downloads dropped 60% year-over-year in 2024. Now, with ads rolling out, the question is: Will users stick around?
What’s Next for BeReal?
Ads could help BeReal stay profitable, but they also risk alienating users who loved its ad-free simplicity. If the platform can keep its core Gen Z audience engaged, it might survive in a crowded social media market. If not, it could fade like many once-viral apps.
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