BeReal Unveils Revolutionary Advertising Platform in the U.S.: A Game-Changer for Brands
**In a bold move to redefine social media advertising**, BeReal, the innovative platform known for its authentic snapshots, has officially launched its **native advertising platform** in the United States, as unveiled on April 10. This announcement, shared with Marketing Dive, marks a significant milestone in the company’s journey since its inception in 2020.
**Why BeReal’s Advertising Platform is a Game-Changer**
- More than **200 advertisers** have already engaged with BeReal internationally, including major brands like **Levi’s.** The apparel giant’s recent campaign boasted **five times higher engagement** rates compared to typical social media channels.
- Initial ad offerings consist of **targeted in-feed ads** and full-day **takeovers**, cleverly designed to blend seamlessly into the user experience.
- To spearhead this launch, BeReal has appointed **Ben Moore**, a **former TikTok executive**, as the U.S. managing director. Moore’s extensive experience in global media buying partnerships is set to propel BeReal into a competitive advertising league.
**A Look Inside BeReal’s Unique User Experience**
BeReal has cultivated a **community of over 40 million monthly users** who cherish authenticity. In a world filled with curated perfection, this platform challenges users to share a genuine, unfiltered moment from their day at a randomized time, using its exclusive **Dual Take** feature to capture simultaneous front and back photos.
In keeping with its core philosophy of authenticity, the ad formats on BeReal are uniquely crafted to mimic organic user interactions. The **targeted in-feed ads** provide an unobtrusive way for brands to engage, while **takeovers** grant companies a day-long exclusive presence, amplifying brand visibility.
Laëtitia Garsaud, head of Media Europe at Levi’s, expressed her enthusiasm for the partnership: “With BeReal, we’ve found a space that reinforces our **cultural relevance.** This partnership allows us to connect with our audience in a **sincere, modern way**.”
**Leadership Behind the Launch: Meet the Visionaries**
Ben Moore is not stepping into this role alone; he will be supported by **Ian Lutfiyya**, BeReal’s Director of Agency Partnerships, who also brings valuable experience from **Google**, **Meta**, and **Snap**. Together, they aim to strategically guide BeReal’s growth in the U.S. market, overseeing everything from revenue generation to ad-tech partnerships.
**Unveiling the BeReal User Landscape**
In another revealing move, BeReal disclosed its user demographics, a departure from its typically guarded approach. Of its impressive **40 million monthly active users**, a staggering **85% are Generation Z.** The platform’s top markets span the globe, including the **U.S., Japan,** and **France**, with over half of its users engaging six days a week. However, concerns linger as estimates suggest the platform’s user base peaked at around **70 million in 2023**, hinting at potential challenges in maintaining its upward trajectory.
Further context reveals that BeReal was acquired for **$500 million** last June by Voodoo, a French video game and app development company. This acquisition raises eyebrows regarding the platform’s future and prevailing relevance in a crowded social media landscape.
**Timing is Everything: Capitalizing on Industry Uncertainty**
The rollout of BeReal’s advertising platform comes at a **critical moment** for social media marketing, especially as TikTok navigates uncertain waters in the U.S. market. Following a recent announcement of a **75-day extension** to negotiate a sell-off or face a potential ban, many brands are reconsidering where to direct their advertising dollars—an opportunity BeReal is eager to seize.
**Harnessing a Positive Brand Environment**
Studies indicate that **ads placed in positive environments outperform traditional platforms** in brand recall and purchase intent. BeReal emphasizes that **80% of its users** feel the safest while engaging on its platform, which positions it as a refreshing alternative for brands seeking to enhance consumer connections. This focus on positivity mirrors strategies employed by platforms like **Snapchat**, making BeReal a more attractive option for marketers.
“BeReal was built as a **pressure-free space** where people connect authentically—and that philosophy extends to how we introduce advertising,” stated Moore. “Our goal is to help brands show up in a way that feels **real**, **respectful**, and aligned with how our users already engage.”
**Conclusion: A New Era for Advertising on BeReal**
As BeReal officially opens its advertising platform, the marketing landscape is about to witness a transformational shift. With its unique user experience and a focus on **authentic engagement**, the platform not only appeals to advertisers seeking genuine interactions but also challenges the status quo of social media advertising.
For brands eager to connect authentically with their audience, BeReal’s new advertising offerings present a **promising avenue** to explore. Stay tuned to see how BeReal develops its platform and continues to shake up the social media advertising game.
