BeReal expands its advertising rollout to the UK and EMEA

BeReal has launched advertising across the UK and the EMEA region according to Campaign Live. This follows its ad rollout in the US earlier this year, which introduced in-feed ads and high-impact takeovers designed to integrate into the platform’s unique dual-camera format. 

Brands like Nike, Netflix, and Pepsi are among the first to use these ad formats. The platform claims this approach maintains the app’s ethos while enabling advertisers to connect with its audience in an “engaging and authentic” way.

“At BeReal, we’ve always prioritized authenticity, and our advertising model reflects that same principle,” said Aymeric Roffé, BeReal’s CEO. “We are offering brands the opportunity to connect with our audience in a way that feels real and engaging, staying true to the ethos that has made BeReal a phenomenon.”

BeReal’s shift to an ad-supported model

BeReal’s shift to an ad-supported model comes after its €500 million acquisition by French gaming company Voodoo in June. The app introduced sponsored posts in the US, sparking backlash from users who felt the change disrupted its promise of authenticity.

Roffé has previously said that BeReal’s ads aim to blend in with users’ regular content. “You will see advertisers as if they were your friends posting content. As you’re scrolling, you see your friend’s post and ads in the same way — with the same layout and interactivity,” he explained.

BeReal by the numbers

Since its UK launch in January 2022, BeReal has been downloaded 1.51 million times in the region. As of January 2024, the app boasts 23 million active users globally, with its largest audience in the US, followed by the UK and Germany. The company states that 70% of daily active users post daily, spending an average of 30 minutes on the app.

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