BeReal has lost its hype—but the app still has potential for advertisers. According to data from Apptopia, “worldwide downloads reached an average of 15.2 million [in October] and has since decreased to around 4.2 million in February.” Plus, the number of daily active users has “decreased by around 52% from an average of 14.7 million in October last year to around 7.7 million in February.” While brands entered the space during its peak, the only ones remaining are those who “pride themselves on having a strong tone of voice across social media.” Ultimately the app is losing Gen Z’s attention because it’s failing to diversify its model. YPulse data shows that BeReal’s popularity never really matched up to that of their favorite apps anyway, with only 9% of Gen Z and Millennials telling us they use it. (Digiday)
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