BeReal Says Working With Brands Isn’t a Priority

Source: BeReal

BeReal recently responded to conversations about its reported user decline and future through a press release on its website. The anti-Instagram app clarified that it does not disclose its download numbers, and that reports of its current numbers should be taken as estimates. The company also stated that working with brands and running ads is not a priority, and that it will share more information about its future plans when it is ready.

Reports suggest that BeReal's usage has significantly declined, with up to a 48% drop from October, going from 20 million daily active users to 10.4 million, according to Apptopia. While BeReal has disputed these numbers, it’s clear the app has lost momentum in recent months. The lack of new releases, competition from copycats, and a limited appeal to marketers are the main reasons for this. Additionally, the "authentic" content shared on BeReal can become repetitive over time, despite initial interest in unfiltered and raw content. There are only so many photos of a computer screen or gym floor that one can see before daily notifications to post become more of a distraction than a value add. While there is a niche audience for this type of content, it’s not enough to sustain long-term growth.

BeReal recently secured a $60 million round of funding, giving the company time to determine its next move. However, the longer it waits, the more challenging it will be to attract users to the platform. To keep users engaged and eventually monetize its services, BeReal could consider adding gamification and paid-only features.