BeReal, the social media platform known for its ad-free, authenticity-driven approach, is testing promotional features in the U.S., sparking a viral backlash under the hashtag #NoAdsBeReal. The move mirrors Snapchat’s early monetization struggles, where balancing revenue generation with user experience proved challenging. With 40 million monthly active users, BeReal’s pivot toward ads signals a shift from its original ethos—raising questions about whether it can maintain its unique appeal while pursuing financial sustainability.
Social media users have taken to platforms like X (formerly Twitter) and TikTok to voice their discontent, arguing that ads could dilute BeReal’s core value: unfiltered, ad-free sharing.
How BeReal Built Its Brand on Authenticity
BeReal’s rise to prominence was fueled by its rejection of the polished, algorithm-driven content dominating platforms like Instagram. Instead, it offered a refreshing alternative: users received a daily prompt to post a single, unedited photo within a two-minute window. The absence of ads and filters resonated with a generation tired of performative social media, propelling the app to viral success.
But as user growth stabilizes, the platform faces the same dilemma Snapchat once did—how to monetize without alienating its core audience. Snapchat’s early attempts at ads were met with skepticism, but over time, it refined its approach with sponsored lenses and targeted promotions. BeReal’s challenge now is to navigate this transition without losing what made it special in the first place.
User Reactions: A Divided Community
The #NoAdsBeReal movement highlights a clear divide. Critics argue that ads could introduce invasive tracking and disrupt the app’s organic feel.
What’s Next for BeReal?
The parallels to Snapchat’s journey are hard to ignore. Both platforms faced skepticism when introducing ads, yet Snapchat eventually found a formula that worked. BeReal’s success may depend on its ability to adapt without sacrificing authenticity. As TechCrunch reported, the U.S. ad tests are still in early stages, leaving room for adjustments based on user feedback.
Will BeReal manage to evolve while staying true to its roots? Only time will tell. But one thing is clear: the #NoAdsBeReal trend underscores just how much users value the platform’s original promise—and how carefully it must tread to keep them onboard.
