BeReal Bets on Authenticity as It Launches Ad Platform in the U.S.

BeReal is finally cashing in on its authenticity — with ads that blend right into your feed.

The social media giant just rolled out its U.S. advertising platform, eyeing brands that want to connect with Gen Z through less polished, more authentic content.

Leading the push is Ben Moore, the app’s newly appointed U.S. managing director.

Moore, a former TikTok executive, brings over a decade of experience in ad tech and social media monetization.

He now leads BeReal’s U.S. revenue growth, ad strategy, and partnerships.

“BeReal was built as a pressure-free space where people connect authentically — and that philosophy extends to how we introduce advertising,” Moore explained in a press release.

“Our goal is to help brands show up in a way that feels real, respectful, and aligned with how our users already engage.”

The launch comes after early campaigns abroad drew promising results.

Levi’s, for instance, ran a lifestyle activation that achieved five times more engagement than what it typically sees on other social platforms.

“With BeReal, we’ve found a space that reinforces our cultural relevance,” Laëtitia Garsaud, head of media Europe at Levi’s, shared.

Advertisers like Nike, Netflix, and Amazon have also tested the waters.

The platform’s new ad formats include targeted in-feed ads and full-day takeovers.

Both are designed to blend in with BeReal’s everyday user experience, where users are prompted to post a real-time, dual-camera snapshot once a day.

Real Feels, Real Reach

For marketers looking to diversify away from hyper-curated content, BeReal offers a rare opportunity to reach Gen Z in a more relaxed, trust-based space.

In fact, 62% of shoppers in the U.S. would choose to shop exclusively from retail brands that present themselves as authentic, according to a 2023 report from Asendia. 

BeReal, now owned by French gaming company Voodoo, boasts 40 million monthly active users globally. Of this, 70% of those are between 18-27.

 

 

 

 

 

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Over half open the app six days a week, with the U.S., Japan, and France as its top markets.

BeReal is also capitalizing on TikTok’s ongoing regulatory troubles in the U.S., which have left brands looking for alternative platforms to redirect ad budgets.

Its pitch? A safer, more positive environment for the younger generations.

According to the platform, 80% of users say they feel safest on BeReal compared to other apps.

As digital platforms compete for trust and attention, the company is hoping its unfiltered, low-pressure approach will set it apart — not just for users but for brands, too.

BeReal's high app engagement makes it a fertile ground for brands to build daily relevance with a notoriously ad-resistant audience.

It also enables brands to show up in a more human, less intrusive way, opening doors to brand affinity through presence, not performance.

Previously, Uber and Instacart expanded their B2B ad solutions for CPG brands.