It’s official — BeReal is finally entering its monetization era. As someone who’s watched the app go from a Gen Z sensation to a quieter but loyal community, I couldn’t help but dive into what this new ad rollout means for users, advertisers, and BeReal itself.
Turning a profit as a social media app isn’t easy unless you’re charging subscriptions or pushing ads. That’s the reality. After being acquired by French mobile publishing giant Voodoo for €500 million, BeReal is now introducing advertisements across the U.S. market.
And honestly, it’s a move I expected. Social platforms don’t run on vibes alone — they need revenue to survive.
What Kind of Ads Are Coming to BeReal?
BeReal isn’t reinventing the ad wheel here, but it is staying true to its format. Brands will be able to launch:
- In-feed ads styled exactly like regular dual-camera posts
- Full-day brand takeovers for broader exposure
Before the full-scale launch, BeReal ran test campaigns with major players like Levi’s, Netflix, Nike, and Amazon — so it’s clear that the app is being taken seriously by advertisers.
Who’s Leading the Charge?
BeReal appointed Ben Moore, formerly of TikTok, to lead its U.S. ad operations. His focus is centered on building out a solid team dedicated to sales, partnerships, and growth — which means we’re likely to see some pretty aggressive ad expansion over the next few months.
BeReal’s Active User Base Is Still Strong
Despite the chatter about BeReal fading into the background post-2022, it’s still seeing solid user engagement. According to what BeReal shared:
- 40 million monthly active users globally
- 5 million monthly active users in the U.S.
- 85% of users are Gen Z
- 50% of users in the U.S., France, and Japan open the app 6 days a week
These figures aren’t independently verified, but if true, that’s a goldmine for advertisers trying to connect with younger, loyal users.
BeReal’s Rise and Slowed Momentum
I remember when BeReal exploded in 2022. It was fresh, unfiltered, and even inspired copycat features from Instagram and TikTok. Back then:
- The app had secured a $30 million Series A from a16z and Accel
- Sensor Tower estimated 53 million downloads by October 2022
- Even SNL parodied it, which is basically the cultural equivalent of going viral
But here’s the thing — downloads have slowed significantly. Appfigures reports:
- 115 million total installs (iOS + Android)
- 33% of downloads came from the U.S.
- 31.5M downloads in 2023, dropping to 12.7M in 2024 — a 60% decrease YoY
So, yeah — it’s clear that BeReal’s novelty wore off. But with 40 million monthly users still posting, there’s a case to be made for its staying power.
Why This Move Matters
From my perspective, BeReal’s pivot to ads isn’t just about money — it’s about longevity. If Voodoo wants to recoup its €500 million investment, the app has to start paying its own way.
This rollout could also help BeReal better define its identity in a hyper-competitive market. By sticking with its authentic dual-camera format for ads, the app might just walk that fine line between monetization and keeping its vibe intact.
I’ve always rooted for BeReal because it felt different — like a breath of fresh air in a social media world dominated by filters and flexing. Now that it’s growing up and monetizing, I hope it doesn’t lose that charm.
But let’s be real — staying ad-free forever was never going to work.
If the rollout stays user-friendly and doesn’t interrupt the core experience, I’m all for it. And if you're a brand looking to reach Gen Z where they actually spend time, this is your sign.
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