The addition of direct messaging comes after many BeReal users requested the feature. The platform will want to oblige popular requests like this so that it doesn’t end up like other bygone social media apps that failed to hold onto users. The company claims to have 20 million daily active subscribers. However, since there are no ads or paid premium features (yet), the company isn’t generating a ton of revenue for its investors, who’ve already contributed $60 million in Series B funding.
BeReal is reportedly struggling with engagement, so the pressure is on to innovate and grow, or at least keep the users it has. On top of these concerns, bigger apps like Snapchat and Instagram immediately incorporated BeReal’s front-and-back, real-time feature into their own apps when it was clear the trend was taking off, taking away what made the startup so unique in the first place. Another specific problem BeReal struggles with is that, since it only requires a few seconds to post each day, users aren’t spending a lot of time in the app. Direct messaging can keep users engaged within the app for much longer.
BeReal has also been slowly rolling out other features so users can spend more time within the app, including letting those who post on time add bonus photos throughout the day. BeReal also collaborated with Spotify earlier this year to allow users to show what music is playing on their phones when they post their daily BeReals. It’s clear BeReal wants to stick around long-term, and not just be another flash-in-the-pan trend. It’s very likely that direct messaging won’t be the last new feature BeReal adds to attract your time and attention if the app retains users long enough to implement these new features.
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