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Launched in 2020, BeReal gained traction by advocating for authenticity and authentic connections in an age of picture-perfect Instagram posts and TikTok Stories. With daily push notifications prompting users to share unedited photos within a two-minute window, the app was meant to disrupt everyday routines and foster spontaneity. It worked, gaining millions of users and becoming a major contender in the social media app market. Now, BeReal is being acquired and its CEO is stepping down. Why Voodoo is Buying BeReal The acquisition is a clear move by Voodoo to diversify into consumer apps. The publisher of hypercasual games has 7 billion downloads worldwide and hopes to unlock the synergies with BeReal, which is aimed at Gen Z. BeReal rose to fame in 2022, when it captured the attention of social media users with a different approach to sharing photos and videos. Instead of encouraging the accumulation of likes and followers, BeReal prompted people to share updates about their immediate surroundings within a two-minute window. The idea was to give users a glimpse of their authentic daily lives. This appealed to Gen Z, which was tired of seeing people and brands trying to make themselves look as perfect as possible. As a result, BeReal was a popular alternative to more business-oriented social media platforms. Unfortunately, BeReal’s popularity began to fade after a year or so. It still has 40 million active users, though that’s down from its peak. And with the rise of TikTok and other competitors, it’s unclear if BeReal can compete in the long run. As a result, BeReal was looking for a new owner. And it has found one in Voodoo, a mobile app developer that’s built apps such as Helix Jump, Mob Control, Block Jam 3D, and Wizz. Voodoo will further invest in BeReal and provide its expertise in product strategy, growth, and infrastructure. BeReal co-founder and CEO Alexis Barreyat will remain on in the short term to help with the transition. He’ll be replaced by Aymeric Roffe, CEO of Voodoo-owned Wizz. Voodoo’s Strategy to Rejuvenate BeReal French mobile apps and games publisher Voodoo has made a surprise swoop to acquire photo-sharing app BeReal. The Gen Z social media platform focused on authenticity and has 40 million daily users. The acquisition will boost Voodoo’s portfolio of consumer apps and add to its expertise in scaling mobile products. Launched in 2022, BeReal became a hit after catching the attention of Gen Z with its approach to authentic social interactions and promoting real-time sharing. The app sends daily push notifications prompting users to post photos or videos using both front and back cameras within a two-minute window, and encourages genuine and unfiltered posts. While BeReal’s buzz has faded from its 2022 heyday, it still reaches millions of users and is popular in the US, Japan, and France. The acquisition will give the app the boost it needs to scale and refocus on its unique features. BeReal cofounder and CEO Alexis Barreyat will be stepping down after the acquisition, handing over the reins to Aymeric Roffe who currently leads Voodoo’s other social media app Wizz. Roffe will leverage his experience and knowledge of the market to breathe new life into BeReal and build on its existing features while focusing on growth. This strategy could be a key to unlocking BeReal’s potential as an iconic social network. Voodoo’s Approach to Authenticity The company behind popular mobile games such as Helix Jump, Mob Control and Block Jam 3D is making a move into social media with the acquisition of BeReal. The app, which prompts users to take dual-camera photos during random two-minute windows and promotes “spontaneous authenticity,” reportedly has more than 40 million active users worldwide. BeReal’s focus on authenticity has fostered the growth of tight-knit communities within the platform. This, in turn, has contributed to its status as a frontrunner in the authenticity-driven social space. In addition, the app’s ability to incorporate user feedback and evolve in accordance with the digital landscape further contributes to its sustainability and success. Voodoo is looking to grow BeReal’s user base through a mix of organic and paid marketing efforts. The app will also launch ads to boost its bottom line and help Voodoo make the acquisition more financially feasible. Despite the positive growth metrics, BeReal’s current financial situation is far from secure. Sources tell Business Insider that the app’s leadership told employees at a February all-hands meeting that it only had about ten months of runway left before running out of money. This is largely due to high server costs and the need for BeReal to add features such as Instagram-style Stories, an option that will increase its follower count. Aymeric Roffe, CEO of Voodoo-owned social media app Wizz, will become BeReal’s new CEO and lead the product moving forward. BeReal cofounder and previous CEO Alexis Barreyat will continue to work with the team in the short term, but will depart shortly afterward. Voodoo’s Approach to Growth The app has been popular amongst millennials who are seeking genuine friendships and connections online. Its user base is prolific, with millions of posts and content pieces being created on a daily basis. These creations form a dynamic and ever-evolving digital tapestry that is shaped by the user experience. In an era of picture-perfect Instagram posts and Stories, BeReal offers users a space to share authentic moments in the real world. It has become a part of many users’ daily routines, with many logging on to the app at least six days a week. This frequency of engagement underlines the importance of BeReal’s mission to foster authenticity. Despite its popularity, BeReal’s growth has been slowing down. Its active user count has dipped from its peak of 20 million daily users in mid-2018 to around 25 million in October this year. Its funding has also been drying up, with a February all-hands meeting revealing that BeReal had around 10 months of runway left. Voodoo plans to leverage its expertise in mobile product growth to rejuvenate BeReal, with a focus on organic and paid marketing strategies across key markets. The company expects to launch new features and further expand BeReal’s user base, particularly in the United States, Japan, and France. The acquisition will also help Voodoo to establish itself as a leader in the real-time photo sharing space, alongside other notable players like Snapchat and Instagram

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