BeReal has introduced ads but some users are pushing back

BeReal has recently received reactions from users following the introduction of ads by its new owner, Voodoo Games. The app is facing backlash from users who feel its new monetization strategy disrupts the app’s experience. 

A quick backstory 

BeReal is a photo-sharing app where users share photos of themselves and their daily lives. The app encourages authenticity, prompting users to “just be real” and share unfiltered videos with friends. Developed by Alexis Barreyat and Kévin Perreau and released in 2020 during the Coronavirus pandemic, the became popular for its unfiltered content sharing. 

However, following a decline in the user base, the app was acquired by French gaming company, Voodoo Games for €500 million in June. Since its acquisition by Voodoo, BeReal has shifted from its initial ad-free model to one featuring sponsored posts previously absent from the user experience.

User dissatisfaction based on ad integration

With the integration of ads and promotional posts, users are expressing frustration across various platforms, including App Store and Google Play reviews, as well as on Reddit and X. 

A user on X tweeted, “Welp it’s officially time to uninstall @BeReal_App It was such a good app but now there are massive ads every 2 posts which pause your music constantly it’s so annoying and the new devs have made it such a buggy app.”

Another X user said, “6 Bereals a day on time, 2 if late and introducing ads Voodoo messed up Bereal. in a week.”

Expressing his frustration, a Redditor suggested that the best way for users to protest this addition of ads is by leaving 1-star reviews on the app’s page.

“It has become evident that Voodoo has begun incorporating ads into the platform, particularly on the Android version. This change is disappointing and likely unwelcome by most of us. The best way to make our voices heard is by leaving 1-star reviews on their app page. We need to send a clear message that we do not want ads invading this app. I gotta say... this is bullsh*t, as soon as they added celebrities to the app, it has only gone downhill from there. This isn't Authentic,” he said.

Impact on the app

The impact of these changes is evident in the app's metrics. BeReal's downloads have fallen by 55% in the first half of 2024 compared to the previous year. Moreover, the app has seen a 3% drop in monthly active users since December 2023.

However, in support of monetizing BeReal and the company's strategy to implement ads, Voodoo CEO Alexandre Yazdi commented, "Advertising is a proven model for social networks, and subscriptions is not….so we really believe we could be well suited to integrate an authentic format of ads that are perfectly integrated in the feed. Right. So it's a no-brainer to do that ASAP. " 

BeReal’s CEO reveals plans for the platform

Amidst the backlash, BeReal’s new CEO, Aymeric Roffé, has shared his vision for the app’s future. In a recent interview with US Campaign, Roffé emphasized Voodoo's expertise in scaling the app by focusing on business models and new features. He outlined plans to enhance user engagement and integrate advertising in a way that aligns with BeReal's identity.

New features to enhance user experience

One of the central changes is the introduction of video content. Roffé revealed that the company plans to introduce new content formats like video. “The front and back selfie is a great way to share an authentic moment of your life, but capturing a video will allow people to share a lot of other things,” he said.

 BeReal will also invest in chat and messaging capabilities to keep users engaged.

Strategies for advertising and brand engagement

Roffé explained that the platform is collaborating with advertisers and agencies to help shape and guide the development of advertising content and campaigns. 

“We already started with some initiatives like official accounts for brands and celebrities. We’re also investing in advertising." 

BeReal’s approach to advertising will differ from traditional social media platforms. “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,” Roffé explained. 

This means that ads will be integrated into the user feed in a format that mirrors user-generated content. 

This strategy aims to maintain the app’s authentic vibe while introducing ads to users. Official brand accounts will complement this by offering users a way to engage with brands behind the scenes and interact with their content.

Balancing innovation with authenticity

Roffé assured that despite the new features, the platform will continue to avoid “likes and endless scrolling.” He highlighted that the unique “network effect” on BeReal, where users share content with a select group of friends, sets BeReal apart from other social media platforms.

Future goals and user growth

Roffé aims to position BeReal as a significant player in the social media space. “We want hundreds of millions of users because we really think we can achieve that scale and we think we’re addressing a need that’s growing,” he said. 

Roffé also said that BeReal aims to provide brands with advertising opportunities that align with their desire to engage with their audience.