“We see a massive opportunity to highlight our brand’s transparency in fun ways for our fans on BeReal,” says Tressie Lieberman, the company’s vice-president of digital marketing and off-premise. It’s seen a 315% leap in downloads since the start of 2022, per recent data from trendwatching site Social Media Today.
Now the platform has over 2.9 million daily active users. The initiative helped to increase downloads significantly, primarily among gen Zers and college students. Following a $30m capital funding round led by Andreessen Horowitz and Accel last year, the company invested in a paid ambassador program focused on building awareness on college campuses. Originally launched in 2020 by GoPro alum Alexis Barreyat, the app didn’t gain much traction globally until earlier this year.
