The economics of the BeReal app

Earlier this year, Snapchat and Meta's worst nightmare was here - another social network competitor, wired differently.

We didn’t need another social network unless we ‘wanted’ it.

The current social media market is foolproof. Each demographic enjoys a monopoly in their social circles, the genX with their WhatsApp forwards, the millennials engaging in excruciating debates on Twitter and the genZ content with their Snapchat memories from one year ago.
Despite no space for BeReal to penetrate, it happened, it successfully tapped into a large userbase.

1mn to 20mn user growth in seven months is splendid. Reaching 73.5mn active users is insanity.

I never jumped on this bandwagon until my friends couldn't stop shooting BeReals in college. Here’s my take:

1. Less is more.

The app’s dynamics encourages a tight and closely-knit social circle who you can share authentic moments with. Numerically, you go from about 800 followers on instagram to 8 on BeReal.

My intrigue is the ‘no social pressure’ concept, no chase for validation or clout.

2. You are at the command of your notifications.

I have notification-phobia. I like to live in my bubble and avoid notifications.

This app sends and commands you to record your BeReal within 2 minutes of the notification push, so much for being authentic!
If you miss the time limit, your friends will know you slacked off.

3. Zero filters.

That’s a real feature out there. No morphing whatsoever. Aesthetic addicts can take a break for now.

This is apparent conditioning of the user base - making teenagers and young adults ditch millions of filters for a front and back cam photo is an exceptional achievement.

4. The influencer market overtakes.

Thanks to influencers romanticising a new set of authentic alt personalities, a major chunk of their audiences got captivated. The brand also did a lot of paid promotions and college ambassador programs.

5. A BeReal a day keeps the insta feed away.

Contrary to the Instagram dump trend celebrating an overwhelming photo dump on a lot of feeds, BeReal caps it to one per day only.

Very reasonable. Less cluttered.

6. One perfect moment chase.

One of the relatable struggles across the block was how it’s truly difficult and frustrating to capture the moments they desire.

Retakes are discouraged. Your friends can see the number of retakes.

Maybe we’re headed in the right direction of chasing the perfect it girl life in our minds.

7. Sketchy business model

It’s still a mystery how the 30-member team generates revenue. Advertising is a strict no because it leads to inauthentic promotions.

In may, BeReal was closing a deal that could put their valuation at 600mn dollars.

So, what’s with this UNREAL BeReal business model?

For a continuously growing user base, it does not create any money at all. VCs finance their operations. Hence, the doubts about its sustainability.

The social dynamics of BeReal are exciting but they’re not entirely devoid of problems. We’re still endorsing a sense of FOMO, a sense of competition and a sense of delusion of staying in touch with our valued ones.

I hate my guts for putting this one out too.