BeReal, the French photo-sharing app renowned for its emphasis on authenticity, has announced the introduction of advertising within its platform in the United States. This move follows the app’s acquisition by French mobile publisher Voodoo for €500 million in June 2024. The decision to incorporate ads marks a significant shift from BeReal’s original ad-free model, which had been a cornerstone of its appeal to users seeking a more genuine social media experience.
Background and Acquisition
Launched in 2020, BeReal quickly gained popularity for its unique approach to social media. The app prompts users once daily to capture and share unfiltered photos using both front and back cameras within a two-minute window. This format was designed to encourage spontaneity and authenticity, setting it apart from other platforms that often showcase curated and edited content.
Despite its initial success, BeReal faced challenges in sustaining user growth and engagement. By early 2024, the app experienced a 55% decline in downloads compared to the previous year and a 3% drop in monthly active users since December 2023. In response to these challenges, BeReal was acquired by Voodoo, a company known for its expertise in mobile gaming and app development. Voodoo’s CEO, Alexandre Yazdi, emphasized plans to introduce paid advertising to drive profitability and expand the user base.
Introduction of Advertising
Under Voodoo’s ownership, BeReal has begun rolling out advertising in the U.S. The initial advertising products include in-feed ads that mimic the app’s dual-camera post style, as well as full-day brand takeovers. This strategy aims to integrate ads seamlessly into the user experience, maintaining the app’s authentic feel while generating revenue.
To spearhead this initiative, BeReal appointed Ben Moore, formerly of TikTok, to lead a U.S. team focused on sales, partnerships, and growth. The company reports having approximately 40 million monthly active users globally, with 5 million in the U.S. Notably, 85% of its users are from Generation Z, and in key markets like the U.S., France, and Japan, 50% of users are active six days a week.
User Backlash and Concerns
The introduction of ads has sparked significant backlash from BeReal’s user community. Many users have expressed frustration, feeling that the inclusion of advertisements disrupts the app’s original ad-free and authentic experience. Negative reviews have surfaced on platforms like the App Store and Google Play, with users lamenting the shift towards monetization.
On social media platforms such as Reddit and X (formerly Twitter), users have voiced their dissatisfaction. One Redditor suggested that the best way to protest the addition of ads is by leaving one-star reviews on the app’s page, stating, 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.
Strategic Vision and Future Plans
In response to the backlash, BeReal’s new CEO, Aymeric Roffé, has outlined plans to enhance user engagement through new features and advertising strategies. Roffé emphasized Voodoo’s expertise in scaling apps by focusing on business models and new features. One of the central changes is the introduction of video content, allowing users to share more dynamic aspects of their lives. Additionally, BeReal plans to invest in chat and messaging capabilities to keep users engaged.
Regarding advertising, Roffé explained that the platform is collaborating with advertisers and agencies to develop content that aligns with BeReal’s identity. The approach involves integrating ads into the user feed in a format that mirrors user-generated content, aiming 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
Despite the new features and advertising strategies, Roffé assured that 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 it apart from other social media platforms. The goal is to maintain the app’s core values of authenticity and genuine connection while exploring new avenues for growth and monetization.
Conclusion
BeReal’s introduction of advertising in the U.S. marks a pivotal moment in the app’s evolution. While the move aims to drive profitability and expand the user base, it has also elicited significant user backlash. The challenge for BeReal lies in balancing the integration of ads and new features with the preservation of its authentic user experience. As the platform navigates this transition, its ability to maintain user trust and engagement will be crucial to its long-term success.
