BeReal's Quest for Authenticity in a Monetized World: 40 Million Users, But for How Long?

BeReal, the social media app that took 2022 by storm, is back with a renewed push to reclaim its former glory. With a staggering 41% drop in downloads in 2025 compared to the previous year, the app is banking on creators to revive its allure. But can an app built on authenticity really thrive in a world dominated by monetization?

The Story: BeReal's Bold Move

In the bustling world of social media, where platforms like Instagram and TikTok reign supreme, BeReal is carving out its niche. Known for its raw, unedited glimpses into users' lives, the app is making a concerted effort to attract creators with a penchant for authenticity. In the second quarter of this year, BeReal began courting US influencers, a strategic move that followed successful outreach in France and Japan earlier. Notably, this outreach is presented as a golden opportunity for creators who crave genuine engagement with their audience.

Ben Moore, BeReal's US managing director, emphasizes the app's commitment to unfiltered interactions. The platform's selling point? It promises real human connections, eschewing algorithms and infinite scrolling. Despite its lack of traditional ad revenue-sharing or creator funds, BeReal offers partnerships with big-name advertisers as a tantalizing prospect for creators.

To date, BeReal has collaborated with over 500 brands, including giants like Amazon and Apple. And with more than half of its 40 million monthly active users engaging with the app six days a week, it's clear that the app still holds significant sway.

Analysis: Who Wins and Who Loses?

Here's what matters: BeReal's push to engage creators marks a fascinating test case in the ongoing battle between authenticity and monetization. On one hand, creators stand to benefit from expanded audiences and unique brand collaborations. The platform highlights that a significant portion of its users, 27%, aren't active on Snapchat, Facebook, or TikTok, offering a fresh pool of potential followers.

But the reality is this approach could undermine BeReal's original appeal. James Poulter from ThreePoint Labs warns that the drive for engagement might dilute the platform's authenticity. If creators start optimizing for likes rather than genuine expression, BeReal risks becoming just another polished social media app.

From a risk perspective, the street is missing the delicate balance BeReal must maintain. It needs to entice creators without sacrificing its core ethos. The challenge lies in creating a sustainable model where both creators and users find value without compromising the app's foundational principles.

Takeaway: Can BeReal Stay Real?

So, what's the takeaway here? BeReal is at a crossroads. It boasts a loyal user base of 40 million, but as it navigates this new era, it must tread carefully. The platform's unique nature could either be its greatest strength or its Achilles' heel in a world where monetization is king.

The numbers tell the story. Despite the drop in downloads, BeReal's active user base remains engaged. If it can effectively match brands with creators while maintaining its authentic appeal, it might just redefine how social media platforms operate. But if it loses its way, it'll be just another app vying for attention in an overcrowded space.

In essence, BeReal is challenging the status quo. It's a bold experiment, and whether it succeeds or not, it offers valuable insights into the evolving dynamics of social media and the elusive quest for authenticity.