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The social media platform BeReal is recalibrating its strategy, aiming to become a consistent part of users’ daily routines rather than chasing fleeting viral trends, particularly with its recent relaunch in Spain. This shift comes as the company navigates a decline in user engagement following a surge in popularity in 2022.
From App Store Dominance to Sustainable Growth
BeReal experienced a meteoric rise in 2022, topping the Apple App Store charts thanks to its emphasis on immediacy and naturalness – a direct contrast to the curated perfection often seen on platforms like Instagram. However, the company recognizes that initial hype isn’t enough to foster long-term loyalty. “Being the first allowed BeReal to stand out at a specific moment, but that factor alone does not guarantee long-term loyalty,” explained Patricia Ramírez Llopis, the new regional director of BeReal in Spain, in a recent interview. “The initial success generated notoriety and curiosity, but sustainable growth is built through habit, relevance and the emotional bond with users.”
User Numbers Show a Declining Trend
Data collected by SimilarWeb and reported by Portaltic reveals a downturn in BeReal’s user base. In the United States, monthly active users decreased from 3.7 million in November 2022 to just over 3 million in August 2023. The Android platform also saw a 19 percent drop in users, falling from 19.5 million in December 2022 to 16 million in August 2023.
Despite these figures, BeReal maintains a global user base of 40 million monthly active users, with over 50 percent reportedly engaging with the app six days a week. The company asserts it boasts “five times more authentic engagement” than competing platforms, defining this engagement not by superficial metrics like likes and shares, but by the consistent effort users make to share real, unfiltered content daily.
The relaunch is underpinned by a “lasting growth strategy,” moving away from the pursuit of viral spikes. According to Ramírez, the goal is to integrate BeReal seamlessly into people’s lives, fostering a “healthy social network” that prioritizes genuine connection over performance pressure.
BeReal will continue to offer features like music integration with Spotify and Apple Music, direct messaging through RealChat, personalized RealMojis, and photo commenting. However, the platform is deliberately resisting the trend toward short-form video popularized by TikTok. The BeReal feed is designed to be finite; once users have viewed all daily posts, they are presented with a message encouraging them to disconnect and enjoy their day. Any new features are rigorously evaluated to ensure they align with the platform’s core values of authenticity and discourage addictive behaviors.
Authenticity as a Core Differentiator: No AI-Generated Content
A key element of BeReal’s identity is its commitment to showcasing “real” life. The platform explicitly prohibits the use of artificial intelligence (AI)-generated images. “There is no content generated by AI because the user cannot upload a photo from their camera roll; they have to take it directly from the social network itself and we do not have filters or algorithms that later handle that user content,” Ramírez clarified.
However, the company does utilize AI for content moderation, ensuring a safe and authentic experience for its users and brands through “active moderation.”
The appointment of Patricia Ramírez as regional director in Spain signals a commitment to promoting the brand’s “differential proposal based on authenticity, relevance and digital well-being.” BeReal’s future hinges on its ability to cultivate a dedicated user base that values genuine connection and resists the pressures of curated online personas.
