BeReal’s Decline: Can "RealPeople" Save the App?

BeReal was the defining social media app of 2022. It promised an escape from the curated, filtered perfection of Instagram and the addictive algorithms of TikTok. However, the novelty has worn off for millions of users. Faced with stagnating growth and dropping engagement, the platform is making a controversial pivot. The introduction of “RealPeople”—a feed dedicated to famous figures—marks a desperate attempt to keep users scrolling.

The Rise and Stagnation of BeReal

To understand the pivot, you have to look at the numbers. BeReal experienced an explosive trajectory in mid-2022. At its peak in August 2022, the app reported approximately 73.5 million monthly active users. It was the number one app in the App Store for weeks. The premise was simple: everyone gets a notification at a random time to take a photo using the front and back cameras simultaneously. No filters. No editing.

However, the decline was almost as sharp as the rise. By early 2024, data suggested a significant drop in engagement. While the company claims about 25 million daily active users, third-party analytics firms have estimated that usage in key markets like the United States has dropped by nearly half from its peak.

The issue is structural. Once you post your photo and react to your five or ten close friends, there is nothing left to do on the app. The average session time is incredibly low compared to the 90+ minutes users spend on TikTok. To survive, BeReal needs to give users a reason to stay after the initial two minutes are up.

What is the "RealPeople" Feature?

Launched officially in February 2024, “RealPeople” is a curated timeline of the world’s most interesting and famous people. This is a distinct departure from the “friends only” ethos that built the brand.

This feature works exactly like the standard feed but features celebrities, athletes, and artists. The catch is that these celebrities are bound by the same rules as you. They receive the notification at a random time and must post an unfiltered snapshot of their current reality.

Key figures involved in the launch and testing phases included huge names like Joe Jonas and soccer stars. The goal is to strip away the PR teams and Photoshop that usually surround celebrity content. Instead of a polished promotional shot, you might see Joe Jonas waiting for coffee or sitting in a makeup chair.

Why “RealPeople” Changes the Core Mission

This update represents a fundamental shift in philosophy. BeReal’s initial marketing slogan was “Not another social network.” It explicitly positioned itself against the influencer culture that dominates Instagram.

By introducing RealPeople, BeReal is essentially re-introducing the influencer dynamic, just with a “lo-fi” aesthetic. Critics argue this breaks the intimate circle of trust the app established. However, from a business perspective, it creates “inventory.” If your friends haven’t posted yet, you can scroll through celebrities. It creates a vertical feed similar to the discovery pages of competitors, aiming to increase time-in-app.

The Acquisition by Voodoo

The pressure to monetize and retain users culminated in a major business move in June 2024. BeReal was acquired by Voodoo, a French mobile gaming giant, for €500 million (approximately $537 million).

Voodoo is known for “hyper-casual” games like Helix Jump and Paper.io. They are experts in user retention, ad monetization, and growth hacking. The introduction of features like RealPeople aligns with Voodoo’s strategy to transform BeReal from a quiet utility into a sustainable entertainment platform.

Voodoo CEO Alexandre Yazdi has been clear about the future: ads are coming. To make ads valuable, Voodoo needs eyeballs on the screen for longer than a few seconds. RealPeople is the content engine designed to keep those eyeballs fixed on the screen.

RealBrands: The Commercial Pivot

Alongside RealPeople, the platform introduced “RealBrands.” This allows official brand accounts to join the conversation. On February 6, 2024, BeReal opened this feature, allowing companies to post behind-the-scenes content.

Brands like Adidas, Puma, and Gymshark have tested the waters. The pitch to brands is unique. They get to show a “human” side. For example, a brand might post a photo of a social media manager eating lunch or a chaotic warehouse floor rather than a glossy product shot.

This creates a new revenue stream and engagement model. Users can “tag” brands in their posts, creating a direct link between the user’s daily life and commercial entities. While this helps the bottom line, it further dilutes the “anti-social media” vibe that early adopters loved.

The Copycat Problem

BeReal’s decline wasn’t just about boredom; it was about competition. The “dual camera” format was arguably a feature, not a standalone product. The tech giants realized this immediately and cloned it:

  • TikTok: Launched “TikTok Now” almost immediately after BeReal peaked. While TikTok eventually folded this back into the main app, it siphoned off momentum.
  • Instagram: Tested “Candid Stories,” which was a direct clone of the BeReal mechanic.
  • Snapchat: Integrated dual-camera modes seamlessly into their existing interface.

Because everyone already had Instagram and Snapchat, they didn’t need a separate app just to take one dual-camera photo a day. BeReal is betting that “RealPeople” will offer exclusive content that can’t be found on Instagram. They are banking on the idea that seeing a raw, unfiltered celebrity is more valuable than seeing their polished Instagram Story.

Can It Save the App?

The success of RealPeople relies on a specific psychological lever: parasocial relationships. Fans crave intimacy with celebrities. They want to feel like they know the “real” person.

If BeReal can convince enough A-list celebrities to use the app authentically, it could carve out a niche as the home of “raw” celebrity content. However, there are risks:

  1. Celebrity Fatigue: If celebrities start cheating the system (posting late to look better), the magic breaks.
  2. User Alienation: The original user base joined to escape influencers. Forcing influencers back into the feed might drive the core users away permanently.
  3. Monetization Pressure: As Voodoo integrates ads between celebrity posts, the app may become indistinguishable from the platforms it sought to replace.

BeReal is currently fighting for its life. It has transitioned from a viral phenomenon to a company that must prove its business viability. RealPeople is not just a feature; it is the lifeboat.

Frequently Asked Questions

Is BeReal shutting down? No. BeReal was acquired by the French gaming company Voodoo in June 2024 for €500 million. They are actively developing the app and adding new features to ensure its long-term survival.

What is the difference between RealPeople and RealBrands? RealPeople focuses on famous individuals like actors, musicians, and athletes sharing unfiltered moments. RealBrands focuses on companies (like sportswear or beauty brands) sharing behind-the-scenes content and promotional material in a “lo-fi” style.

Does BeReal sell my data? With the Voodoo acquisition, privacy policies may shift. Voodoo is an advertising-focused company. While BeReal historically promised privacy, users should expect data to be used for ad targeting as the platform introduces advertising features.

Can I hide the RealPeople feed? Currently, BeReal integrates these features to encourage discovery. While you can focus on your friends’ feed, the app design encourages users to swipe over to discover content from RealPeople and RealBrands to increase time spent on the app.