BeReal, the once-popular photo-sharing app, surged in 2022 but faced declining usage and downloads, leading to its sale in 2023 for €500 million. To revitalize the platform, BeReal is focusing on re-engaging users, especially Gen Z, by introducing new features, investing in targeted advertising, and launching local grassroots campaigns. The goal is to enhance social interaction, moving away from the pressures of curated content to embrace authentic moments. Managing Director Ben Moore emphasizes their commitment to innovation to meet current user demands and reinvigorate interest in the app.
Moore claims the app still has around 40 million active users, mainly in Japan, France, and the U.S. In 2023, worldwide downloads totaled an estimated 31.5 million, which dropped 60% year-over-year to 12.7 million in 2024.
"We have people that are committed to building the next big thing with BeReal," Moore told Business Insider. "We can make something that really answers the demands of Gen Z, who are sick and tired of the filters..."
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