Observed Signal · Mar 31, 2026 · Market Research · Source: onlinemarketing.de · Impact: 2/5 · Sentiment: Positive
Nielsen: BeReal Boosts Ad Effectiveness vs Instagram/TikTok
A Nielsen study conducted between late December 2025 and mid‑January 2026 across Germany, France and the UK found that BeReal delivers stronger advertising effectiveness on several brand metrics versus platforms like Instagram, TikTok and Snapchat. BeReal outperformed peers on ad recall, brand consideration and brand advocacy, driven by a usage context where users respond to a daily stimulus (“Time to BeReal”) and engage actively rather than passively scrolling. In Germany, BeReal ranked first for ad recall and brand consideration, improving both by about 60% versus the competitive average. The app—sold to games publisher Voodoo in 2024 for roughly €500M—has begun monetization with in‑feed ads, reports ~40 million monthly active users in 2025 and counts over 400 advertisers, but still lags larger platforms on scale.
A major independent measurement (Nielsen) showing that attention‑focused, authenticity-driven social formats can materially improve ad effectiveness; useful signal for creative and media strategy but limited near-term impact because BeReal's reach and scale remain small compared with major platforms.
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Key Takeaways & Evidence Grounding
- Nielsen conducted the study between late December 2025 and mid‑January 2026 in Germany, France and the UK.
- BeReal outperformed Instagram, TikTok and Snapchat on Ad Recall, Brand Consideration and Brand Advocacy in the Nielsen study.
- In Germany, BeReal increased Ad Recall and Brand Consideration by about 60% versus the competitor average.
- BeReal was sold to games publisher Voodoo in 2024 for around €500 million and began showing in‑feed ads after the acquisition.
- BeReal reported roughly 40 million monthly active users in 2025 and is used by over 400 advertisers (per TechCrunch and company statements).
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