BeReal launches U.S. ad platform, steps into the advertising game

BeReal, the social media platform that surged to prominence with its unfiltered, real-time photo sharing, is officially opening its doors to U.S. advertisers. The move comes as part of a broader strategy to turn its cultural cachet into a sustainable business model, following its €500 million acquisition by French mobile publisher Voodoo.

The platform announced on April 10 that it has launched a dedicated U.S. advertising arm, offering native ad formats including targeted in-feed ads styled to match the app’s signature dual-camera posts and exclusive 24-hour brand takeovers. This marks the first full-scale rollout of its ad business in the U.S., following successful international campaigns with global brands like Levi’s, Nike, Amazon, and Netflix.

To spearhead the effort, BeReal has appointed Ben Moore, a former TikTok executive with extensive experience in global media buying, as U.S. managing director. Moore will oversee revenue growth, ad-tech partnerships, and user expansion, supported by a growing regional team and agency veteran Ian Lutfiyya, who previously held roles at Google, Meta, and Snap.

“BeReal was built as a pressure-free space where people connect authentically — and that philosophy extends to how we introduce advertising,” Moore said. “Our goal is to help brands show up in a way that feels real, respectful, and aligned with how our users already engage.”

With over 40 million monthly active users globally — 85% of whom are Gen Z — BeReal’s appeal lies in its spontaneous, unfiltered approach. Each day, users are prompted to post a photo using both front and back cameras, capturing a raw snapshot of life at that exact moment. In its top markets — the U.S., France, and Japan — more than half of users are active six days a week, the company claims.

Though BeReal was famously tight-lipped about its user data for years, its ad push has prompted a shift toward transparency. It now claims 5 million monthly active users in the U.S. alone.

Despite this, the platform’s ad pitch is timely. With uncertainty looming over TikTok’s future in the U.S. — and a possible nationwide ban still on the table — brands are exploring alternative platforms to reach Gen Z consumers. BeReal’s emphasis on a “positive environment,” where 80% of users report feeling safest compared to other apps, positions it as a compelling option for marketers looking to avoid the toxicity sometimes associated with traditional social media.

For brands like Levi’s, the authenticity-driven platform is already delivering results. Its lifestyle activation on BeReal reportedly generated five times more engagement than similar campaigns on other apps. “With BeReal, we’ve found a space that reinforces our cultural relevance,” said Laëtitia Garsaud, head of media Europe at Levi’s.