Platform

BeReal Is Planning A Comeback To Recapture Its Gen Z Appeal

Published on July 25, 2025

BeReal, the photo-sharing app that won Apple’s “App of the Year” award in 2022, is implementing new strategies to regain momentum among Gen Z after its initial viral success waned, according to Business Insider.

Ben Moore, BeReal’s Managing Director and former TikTok executive who joined in April 2025, is spearheading the revival effort. The company, acquired by French company Voodoo Games for €500 million in 2024, is introducing new functionality, including a “nearby” feature for local user discovery and a recommendation system that connects users based on photo content similarities.

BeReal is also investing in advertising campaigns, primarily through Voodoo Games-owned apps, while implementing grassroots marketing tactics like campus micro-ambassadors and sponsored events requiring app downloads for entry.

User Base and Market Position

According to market intelligence firm Sensor Tower, BeReal has accumulated over 126 million downloads since its 2020 launch. However, global downloads have declined 50% year-on-year in 2025, with approximately 4.5 million new installations year-to-date.

The platform reports that 85% of its user base consists of Gen Z users, with the United States, Japan, and France representing its largest markets. More than half of users engage with the app six days per week.

Advertising Platform Expansion

In April, BeReal launched its native advertising platform in the United States, offering targeted in-feed ads and takeover placements designed to match the app’s authentic aesthetic. The company reports that over 200 advertisers, including Levi’s, Netflix, Nike, and Amazon, have already utilized the platform internationally.

Levi’s claims its BeReal campaign achieved five times higher engagement compared to other social platforms. To support this growth, BeReal has appointed Ian Lutfiyya as Director of Agency Partnerships, bringing experience from Google, Meta, and Snap.

Moore emphasizes that BeReal aims to address Gen Z’s fatigue with filtered content and social pressure on traditional platforms.