BeReal, the social photo sharing app, is finally getting real about making money. After its €500 million exit to French mobile publisher Voodoo, the company is rolling out advertising in the US, a crucial step towards turning a profit. The move marks a significant shift for the app, which has thus far relied on its viral popularity to attract users rather than generating revenue.

The initial ad products include in-feed ads in the app's signature dual-camera post style, as well as full-day brand takeovers. BeReal has already tested ads with major brands like Levi's, Nike, Netflix, and Amazon, and is now launching a full-fledged US advertising platform. To lead this effort, the company has appointed Ben Moore, formerly of TikTok, to head a US team focused on sales, partnerships, and growth.

As BeReal seeks to woo advertisers, the company is touting its impressive user metrics. According to BeReal, it has an estimated 40 million monthly active users, including 5 million in the US. Notably, 85% of its users are Gen Z, a highly coveted demographic for brands. The app also claims that in its top markets – the US, France, and Japan – 50% of users are active six days a week. While these figures could not be independently verified by TechCrunch, they suggest a highly engaged user base.

However, BeReal faces a significant challenge in staying relevant in a competitive social landscape where fads come and go. Founded in 2019, the ephemeral social app didn't gain widespread popularity until 2022, after securing a $30 million Series A round from a16z and Accel. Even Meta and TikTok were clamoring to capitalize on BeReal's virality, which peaked in October 2022 when the app was parodied on SNL.

According to data from third-party analytics firm Appfigures, BeReal has been downloaded 115 million times on iOS and Android, with 33% of those downloads coming from the US. However, downloads have slowed significantly since its viral moment. In 2023, worldwide downloads totaled an estimated 31.5 million, which decreased 60% year-over-year to 12.7 million in 2024. This decline highlights the need for BeReal to diversify its revenue streams and find new ways to engage users.

The introduction of ads marks a critical juncture for BeReal, as it seeks to balance its need for revenue with the risk of alienating its user base. If successful, the move could pave the way for the app to become a sustainable business. However, in a crowded social media landscape, BeReal will need to continue innovating and adapting to changing user behaviors to remain relevant.

As the social media landscape continues to evolve, BeReal's decision to introduce ads will be closely watched by industry observers. Will the app's users accept the introduction of ads, or will they flee to alternative platforms? Only time will tell, but one thing is certain – BeReal's decision to get real about making money marks a significant turning point in its journey towards becoming a profitable business.