Becoming relevant in the realm of social media is very challenging, especially in today’s landscape. Established platforms like Instagram, Facebook, and Twitter leave little room for others to grow and establish themselves over time. That’s why the numbers BeReal achieved in 2022 are truly impressive: by the end of summer, it managed to gather over 10 million daily users.
And when something works, the rest of the apps are on the lookout to “get inspired” and add similar features (just ask Instagram). In this case, TikTok wanted to try its luck with TikTok Now, an app that could be described as a clone of BeReal. They even made a strong investment and paid users to download the app as part of their promotion.
However, these efforts have been in vain. Less than a year later, TikTok Now has shut down.
BeReal, yet another failure?
BeReal was founded in 2020 by Alexis Barreyat and Kevin Perreau, but it wasn’t until 2022 that it found success. During the summer of that year, the app exploded among younger users and became one of the most popular apps of the moment. Its promise to bring “reality” and its use of mechanics that didn’t hook the user like other platforms set it apart. It had no advertising and users could only upload one photo per day.
Currently, BeReal has 20 million daily active users, the same number as last fall. This stagnation doesn’t bode well for BeReal, although the platform claims that its growth has remained steady. However, it’s clear that BeReal is no longer the viral sensation it was last year.
In addition to its stagnation, the number of active users has also declined. Specifically, a 61% decrease from October 2022 to March 2023, according to Apptopia. BeReal, on the other hand, hasn’t been idle: to improve its app, it is testing new features like RealChat or the ability to upload more than one photo per day. Will these measures be enough to breathe new life into BeReal?
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