Ah, BeReal…the anti-social media app, capturing our messy, unfiltered lives, one random notification at a time. But hold on to your selfie sticks, because things are about to get interesting (and potentially ad-filled!). BeReal’s new owner, Voodoo Games, is shaking things up, and not everyone is happy about it. Let’s unpack why BeReal users are up in arms and what it means for the app’s future.
From Ad-Free to Ad-Heavy: The User Backlash
Remember when BeReal was the refreshing alternative to curated feeds and perfectly posed selfies? Those days might be numbered. Since Voodoo Games took the reins in June, the app has swiftly shifted from ad-free to ad-heavy, sparking outrage among its once-loyal user base.
Negative app store reviews are pouring in faster than you can say “Time to BeReal!” One disgruntled user lamented, “Was great before. Now new greedy owners adding loads of sponsored posts and ads. Completely ruins the app. Takes away the friend aspect and creates another money-grabbing app.” Ouch.
Social media platforms are abuzz with complaints too. Users are venting about the sheer volume of ads, their questionable quality (anime ads, anyone?), and the seemingly endless loop of repetitive content.
BeReal’s Popularity Rollercoaster
BeReal’s story is a familiar one in the tech world: a meteoric rise followed by a struggle to maintain altitude. Launched in 2020, the app soared during the pandemic, capturing the zeitgeist of authenticity and connection in a time of isolation. However, as the world reopened, BeReal’s growth plateaued, and by early 2024, downloads and active users were on the decline.
Facing financial headwinds and a dwindling user base, BeReal was acquired by Voodoo Games in a deal valuing the app at a reported €500 million. Voodoo CEO Alexandre Yazdi, in an interview with Business Insider, expressed his ambitious goal of quadrupling BeReal’s daily active users to 100 million within two years.
Can Ads Save BeReal or Will They Be Its Downfall?
Voodoo is betting big on advertising as the path to BeReal’s financial sustainability and growth. Yazdi, in his interview with Business Insider, stated, “Advertising is a proven model for social networks, and subscriptions is not…So we really believe we could be well suited to integrate an authentic format of ads that are perfectly integrated in the feed. Right. So it’s a no-brainer to do that ASAP.”
However, this aggressive advertising strategy has the potential to backfire. Paul Armstrong, a technology advisor at TBD Group, cautions against alienating BeReal’s core user base, “A ‘rip the Band-Aid’ strategy can work, but retraining users to expect a poorer experience doesn’t have a lot of case studies for long-term success or user happiness under its belt — ask the dating app industry and see how it is flexing.”
The recent layoffs of 28 BeReal employees, primarily in engineering, QA, and marketing, as reported by PocketGamer, add further complexity to the situation.
The Future of BeReal: A Balancing Act
BeReal’s future hangs in the balance as the company navigates the delicate tightrope between generating revenue and retaining its user base. The challenge lies in striking a balance between monetization efforts and preserving the app’s unique identity as an authentic, unfiltered platform.
Whether BeReal can successfully navigate this transition and emerge as a major player in the ever-evolving social media landscape remains to be seen. One thing is certain: the next chapter of BeReal’s story will be closely watched by users and industry insiders alike.
Do you think BeReal can survive the introduction of ads? Share your thoughts in the comments below!
