BeReal is on a charm offensive to bring creators onto its platform and connect them with advertisers

In a strategic push to enhance its platform, BeReal is actively courting influencers to shape its future trajectory. The social media application, known for prompting users to capture spontaneous photos or videos within a two-minute timeframe daily, is now reaching out to creators in the United States to encourage verification and more frequent posting. Ben Moore, the US managing director of BeReal, shared insights with CMO Insider about this initiative, emphasizing that the company is engaging with creators who embody an authentic and unfiltered connection with their audiences—ideal for the BeReal ethos. This concentrated effort to attract US influencers commenced in the second quarter of this year, following successful outreach efforts that began in France and Japan earlier in 2023. This initiative aims to reignite the momentum BeReal experienced during its breakout year in 2022, when the app surged in popularity and dominated app store rankings. According to Sensor Tower, BeReal witnessed approximately 8.5 million downloads in 2025, marking a significant 41% decline compared to the previous year. Despite a smaller user base than its competitors, BeReal boasts a loyal following, reporting 40 million monthly active users, with over half engaging with the app at least six days a week. Unlike other prominent social media platforms that offer ad revenue-sharing schemes or creator funds, BeReal focuses on facilitating partnerships between creators and major brand advertisers. The platform equips creators with analytical tools to understand their audience better and identify which posts resonate the most. Since launching its advertising services, BeReal has collaborated with over 500 brands, including industry giants like Amazon, Apple, and L'Oréal, with more than 60% of its US clients returning for additional campaigns. BeReal's outreach highlights its unique user demographic, noting that approximately 27% of its US audience is not on Snapchat, 25% do not use Facebook, and 23% are absent from TikTok, based on GWI data from November 2025. The platform also differentiates itself by assuring creators that its feed comprises genuine users, with a commitment to avoiding AI-generated content and infinite scrolling. Moore reiterated that BeReal resonates with creators eager to share a more authentic side of their lives that may not be visible on other platforms. However, industry experts caution that BeReal may face challenges in competing with larger social networks like Meta, TikTok, and YouTube, which showcase substantial numbers and continuous innovation. Additionally, the platform is looking to hire a head of growth based in Paris, indicating its ambition to scale globally. Yet, this monetization strategy could conflict with BeReal’s original identity as a raw and unedited space. James Poulter, founder of ThreePoint Labs, warned that as creators begin to treat the platform as a monetization avenue, the authenticity that initially attracted them could diminish, potentially resulting in a less genuine experience akin to Instagram. Poulter believes that while this challenge is not insurmountable, BeReal will need to establish clear, formal mechanisms to connect brands with creators, complete with transparent terms and rates, to secure serious commitment from the creator community.