After 3 years and zero profits, this is BeReal’s best chance to monetize

Now that Voodoo has acquired the platform for $500 million-plus, analysts and social media managers are left wondering: Will BeReal ever make money?

BeReal’s days of social media dominance are long gone. The app, which offers randomized daily two-minute timers prompting users to snap a quick picture of what they’re up to, counted 23 million active users in January 2024—a steep drop from 73.5 million in August 2022. And while brands like Chipotle and e.l.f. Beauty were once joining BeReal in hopes of luring new customers, they’ve largely since abandoned the app, spurned by its lack of product linkage and sponsorship opportunities.