BeReal has launched its advertising platform in the U.S. The French social media platform is officially opening its advertising business to U.S. advertisers. 

BeReal previously tested ads with select U.S. brands and rolled out ad placements on its app in the UK and EMEA regions. Now, the app is pushing further into the ad-supported model.

Advertisers in the U.S. will have access to two key formats: targeted in-feed ads, which are designed to flow naturally within the content feed for low-friction engagement, and takeover ads, which give brands exclusive placement for a full day. Think of takeovers as a digital billboard that no one else can compete with, at least for 24 hours.

Ben Moore, BeReal’s new U.S. managing director and a former executive who led global media buying partnerships at TikTok, shared that the platform is working on more ad tools. These will include interest-based and location targeting that will let marketers reach more relevant audiences. A self-serve ad platform is also in the works, giving brands more control over how they buy and manage campaigns.

BeReal is also planning to hire more talent across sales, partnerships, product marketing, and platform management, Moore noted.

Major international brands are already in, says BeReal

The platform claims it has seen campaigns from over 200 global brands. This includes brands like Netflix, Nike, Amazon, and Levi’s, one of the early adopters. 

But how “real” will ads feel?

BeReal was launched in 2020. The app quickly gained popularity due to its focus on “authenticity” compared to platforms such as Instagram and Snapchat. The app allows users to post real-time, unfiltered images of their activities randomly. 

The company was purchased for €500 million by French gaming company Voodoo in June 2024. Following the acquisition, BeReal started introducing sponsored posts in the U.S, but faced backlash from users. Critics argued that ads threatened the app’s core value, unfiltered authenticity. Still, the company is moving forward and appears focused on balancing its original vision with its new revenue model.

BeReal’s moment comes as TikTok faces uncertainty

With TikTok’s future in the U.S. uncertain, many brands are seeking other platforms. A 75-day extension to TikTok’s sell-off deadline has been announced, but the threat of a ban still looms. BeReal is betting big that brands will want a backup plan. The company wants to attract advertising budgets that may otherwise go to TikTok. 

BeReal boasts an audience of over 40 million monthly users, with 70% posting daily, according to Moore.

‍