BeReal's Bold Creator Play: Can It Revive 2022's Viral Momentum?

BeReal wants to bring back the buzz it generated in 2022. The social media app that nudged its users to share unfiltered glimpses of their lives is now reaching out to creators in the US, asking them to get verified and become regular posters. The pitch? An opportunity to partner with big-name brands. But with no ad revenue-sharing program or creator fund like its larger rivals, BeReal's approach relies on its promise of authenticity and the potential for organic brand tie-ups.

Ben Moore, the company's US managing director, highlighted BeReal's unique spot in the market. In the second quarter of this year, the app intensified its engagement with influencers, moving its focus from France and Japan to the US. Despite being smaller than platforms like TikTok, Instagram, and Facebook, BeReal claims a committed audience of 40 million monthly active users, with over half logging in six days a week. It's a loyal user base, but one that also saw a 41% dip in downloads to 8.5 million in 2025, according to Sensor Tower.

Here's the thing: BeReal's strategy hinges on more than just numbers. They're offering insights tools to creators, showing which posts are resonating and who’s tuning in. And while 27% of its US users aren't on Snapchat, 25% don't use Facebook, and 23% skip TikTok, this presents a chance for creators to reach untapped audiences. The challenge, though, is balancing monetization with BeReal's foundational ethos of authenticity. As creators optimize for engagement, the risk is that the platform could morph into a rougher version of Instagram, as noted by James Poulter of ThreePoint Labs.

So, what does this mean for the broader tech space? If BeReal can pull off this creator pivot while keeping its raw, unfiltered charm, it might set a precedent for smaller platforms looking to carve a niche without mimicking giants. But in a world where engagement often dictates authenticity, BeReal's gamble is as precarious as it's intriguing.