The social media platform BeReal, known for its daily two-minute window for unfiltered photo and video posts, has begun a concerted effort to recruit and verify US-based content creators. Ben Moore, BeReal's US managing director, confirmed the outreach, stating the company is targeting influencers whose style aligns with the app's "raw and authentic" ethos.
This strategic pivot, which began in the second quarter of 2025, follows similar creator initiatives launched earlier in France and Japan. The move is a central part of BeReal's plan to recapture the viral growth it experienced in 2022, a year which saw it top app store charts globally.
Navigating a Declining User Base
New user growth has slowed significantly. According to estimates from the research firm Sensor Tower, BeReal downloads fell by 41% year-over-year to approximately 8.5 million in 2025. The company counters this by highlighting user loyalty, claiming 40 million monthly active users, with over half opening the app at least six days a week.
Unlike major rivals such as Meta and TikTok, BeReal does not operate an ad revenue-sharing programme or a creator fund. Instead, its monetisation pitch to creators involves facilitating brand partnerships and providing audience insights tools. Moore noted the platform has worked with more than 500 advertisers since introducing ads, including Amazon, Apple, and L'Oréal.
The Pitch: A Unique, Human Audience
A key argument in BeReal's outreach is access to a distinct user demographic. Citing November 2025 data from GWI, the company says 27% of its US users are not on Snapchat, 25% are not Facebook users, and 23% do not use TikTok.
Moore emphasised that BeReal's feed is populated by "real humans" and the company will "never have AI" or encourage infinite scrolling. "It resonates with creators that want to show the behind-the-scenes," he added.
Industry Skepticism and Internal Challenges
Marketing experts express doubt about BeReal's ability to compete for top creator talent. Simon Andrews, founder of Addictive consultancy, said larger platforms demonstrate "huge numbers, constant innovation, and clear evidence of the platform’s impact," while "apps like BeReal feel like they are lost."
James Poulter of ThreePoint Labs warned that a formal creator strategy risks undermining the app's core appeal. "The moment creators start treating it as a monetisation channel... authenticity goes out the window, and you end up with a slightly less polished Instagram," he stated. Poulter suggested BeReal would need transparent formal mechanisms for brand-creator matching to gain serious buy-in.
Future Growth and Strategic Hires
BeReal is scaling its global ambitions, advertising for a Paris-based head of growth who will report directly to the CEO. The company's success in attracting and retaining US creators, while maintaining its unique proposition, will be a critical test for its next phase of expansion.