BeReal, the social media platform known for its unfiltered, real-time glimpses into users’ lives, is expanding its advertising model to the United Kingdom and EMEA (Europe, Middle East, and Africa) following a successful launch in the United States.  This expansion marks a significant shift in how brands can connect with users on social media. Forget perfectly polished social media feeds and influencer-driven campaigns; BeReal is challenging brands to embrace authenticity and connect with users in a way that feels, well, real.

Redefining Brand Engagement Through Authenticity

In a digital landscape saturated with curated content, BeReal has carved a unique space by championing every day, unfiltered sharing. The app’s core feature—a daily notification prompting users to share a photo using both front and back cameras simultaneously—provides a truly authentic and unedited glimpse into users’ lives.

But BeReal’s commitment to authenticity isn’t just about user experience; it’s the bedrock of its advertising model. As CEO Aymeric Roffé claims, “We have always put authenticity first on BeReal, and our advertising model reflects the same principle. We offer companies the opportunity to connect with our audience in a way that feels authentic and engaging, while staying true to the ethos that has made BeReal a phenomenon”.

BeReal: A Platform Built on Engagement

Boasting 100 million downloads and 20 million daily active users, BeReal has clearly captured the attention of Gen Z. The platform’s user base is predominantly young, with 71% aged 18 to 27, and it shows a notable 62% skew toward female users. However, its true strength lies in its exceptional user engagement.

A remarkable 70% of daily active users post content every day, spending an average of 30 minutes in the app. This level of consistent activity creates a highly receptive environment for brands seeking authentic connections with a truly engaged audience.

Early Adopters

Leading brands like Nike, Netflix, and Pepsi have already partnered with BeReal, recognising the platform’s potential for authentic audience engagement. By embracing BeReal’s unique format, these companies are tapping into a space where content feels personal and direct.

Advertising on BeReal in 2025

BeReal’s advertising model presents brands with a unique opportunity to connect with a highly engaged audience in an authentic and impactful way. Here’s a look at the key features and opportunities in 2025:

• In-Feed Integration: BeReal’s ads are designed to blend seamlessly within the user experience. Appearing directly within the main feed alongside organic posts from friends, ads maintain the platform’s core aesthetic. This integration ensures high visibility without feeling intrusive. The current ad load is carefully managed at 1 in 4 posts, striking a balance between brand exposure and preserving the user experience.
• Authentic Creative Formats: Leveraging BeReal’s signature dual-camera format, ads can utilise both static images and short-form videos. This unique format allows brands to showcase their products or services in a genuinely engaging way, mirroring the authentic content shared by users.

Targeting Options on BeReal

BeReal offers robust targeting options, allowing brands to reach their ideal audience with precision:

• Demographic Targeting: Target specific age ranges and genders to ensure your message resonates with the right demographic.
• Geo-Targeting: Reach users at a highly localised level, down to the postcode.
• Interest-Based Targeting (Launching Q1 2025): Expanding its targeting capabilities in the first quarter of 2025, BeReal will introduce interest-based targeting. This enhancement will enable brands to reach users based on their declared interests and activities, further refining campaign reach and effectiveness.

Investment & Budget Considerations

The minimum investment for advertising in BeReal is £10,000. While this represents a significant investment, the potential for authentic engagement and high visibility within a highly engaged user base makes it a compelling option for brands seeking to stand out in a crowded digital landscape.

The Benefits for Brands: Why BeReal Matters

BeReal offers an intriguing opportunity for brands to connect with an engaged and discerning audience. By prioritising authentic storytelling, it provides a refreshing alternative to traditional advertising.

With BeReal, brands can:

• Create Seamless Integrations: Develop ads that blend naturally with user-generated content, appearing as genuine posts rather than intrusive advertisements.
• Foster Personal Connections: Engage users on a personal level, building meaningful relationships rather than simply interrupting their experience.
• Build Trust and Loyalty: Cultivate long-term brand loyalty through authentic interactions.

That said, while BeReal is an exciting platform to watch, its high advertising costs and relatively niche audience mean we’re not yet recommending it to all our partners.

As the platform evolves and scales, it could become a valuable addition to marketing strategies. Still, for now, we believe it’s best suited for brands with a strong focus on innovation and storytelling—and the budget to match.

Ready to Connect with BeReal’s Engaged Audience?

If you’re curious about BeReal’s potential or want to explore how it could complement your digital marketing strategy, contact the team at Mostly Media. Let’s discuss whether this emerging platform aligns with your goals and budget.

About Mostly Media

Welcome to Mostly Media, a proudly Independent, award winning, UK Top 20 Media Independent. Since '94 we have partnered with start up's, challengers and established brands to maximise the return on their media investment.