Key Takeaways:
- BeReal rolls out native advertising in the U.S., aiming at its 85% Gen Z user base.
- Appoints Ben Moore, former TikTok exec, to lead U.S. operations.
- Over 200 advertisers, including Nike and Netflix, are already on board.
- BeReal has 40 million monthly active users globally, with high engagement rates.
- The platform focuses on authentic, unfiltered content to attract brands.
BeReal, the popular social media app known for its unfiltered, once-a-day posts, is making big moves in the advertising world. The platform recently announced the official launch of its native advertising platform in the United States. This rollout is specifically designed to target its massive Gen Z user base, which makes up 85% of its 40 million monthly active users worldwide.
To lead this expansion, BeReal has brought on Ben Moore, a former TikTok executive, as its U.S. Managing Director. Moore, who previously led global media buying partnerships at TikTok, is now building a team focused on sales, partnerships, and increasing user growth. This is a smart move, as Moore’s experience at TikTok could help BeReal appeal to brands looking to connect with younger audiences.
What’s BeReal All About? For those who aren’t familiar, BeReal is a social media app that encourages users to share unedited, authentic content. Every day, users get a prompt to post a photo or video within two minutes—no filters, no overthinking. This raw, real approach has made the app a hit, especially among Gen Z. In 2022, BeReal became the number one social networking app in Apple’s App Store and was even named “App of the Year.”
In June 2024, BeReal was acquired by Voodoo, a mobile gaming company, for a whopping €500 million. Since then, the app has been working on expanding its features and monetization strategies while staying true to its core value of authenticity.
Ad Formats That Fit the Vibe BeReal’s new advertising platform offers two main ad formats that blend seamlessly into the user experience:
- Targeted In-Feed Ads: These ads appear naturally in the content stream, making them feel less intrusive and more engaging.
- High-Impact Takeovers: These are exclusive daily ad placements that grab users’ attention without disrupting their experience.
These formats are designed to match the app’s laid-back, authentic vibe, which is exactly what Gen Z loves. Brands like Nike, Netflix, and Amazon have already jumped on board, and over 200 advertisers are now using the platform. Levi’s, one of the early adopters, reported five times higher engagement on BeReal compared to other social networks.
Why Brands Are Flocking to BeReal So, why are brands so excited about BeReal? The app’s highly engaged user base is a major draw. According to BeReal, more than 50% of users open the app six days a week. This consistent engagement is gold for brands looking to connect with their target audience.
The app’s focus on authenticity also resonates with Gen Z, who value realness over curated perfection. BeReal’s unfiltered content creates a space where brands can feel more connected to their audience. As Ben Moore said in a press release, “BeReal stands apart as one of the only real social networks. It’s where real connections happen, and that’s exactly where meaningful brand engagement can thrive.”
Building a Strong Team To support its U.S. expansion, BeReal has appointed Ian Lutfiyya as Director of Agency Partnerships. Lutfiyya brings years of experience from top tech companies like Google, Meta, and Snap. With Moore and Lutfiyya at the helm, BeReal is well-positioned to grow its advertising business while keeping its unique, authentic vibe intact.
The Future of Social Media Advertising BeReal’s move into native advertising is a smart step in the competitive world of social media. With its focus on authenticity and high engagement rates, the app is carving out a niche for itself. Brands are eager to reach Gen Z, and BeReal is offering them a fresh way to do that.
As BeReal continues to grow, it will be exciting to see how brands use the platform to connect with users. For now, one thing is clear: BeReal is here to stay, and its native ads
