1. What if I tell you that your product’s biggest constraint can become your biggest differentiation and to go viral?

Context:
BeReal was launched in late 2019 by French entrepreneurs Alexis Barreyat and Kevin Perreau. But it wasn’t until early 2022 that the app exploded in popularity, particularly among Gen Z.

According to Apptopia, BeReal’s monthly active users surged 315% between January and July 2022, eventually peaking at #1 on the U.S. App Store in the summer. The product’s “anti-Instagram” vibe — no filters, no followers, no retakes — tapped directly into a growing cultural desire for realness over polish.

So, how did a simple daily photo app beat out social giants for attention? Here's the breakdown through a product management lens.

🧩 PM Breakdown: What Made BeReal Tick?

1. A Constraint That Created Differentiation

  • The Feature: You get one notification a day at a random time to post. You have 2 minutes to capture and upload a dual-camera shot (front and back). No edits. No second chances.

  • Why It Worked: In a world of curated perfection, BeReal positioned itself as the raw, spontaneous alternative. The constraint became the brand.

  • PM Takeaway: Constraints aren't always bad UX — they can be the core value proposition. Consider how product limits can intentionally shape user behavior.

✅ 2. Engineered FOMO = Habit Loop

  • The Mechanic: You can't see your friends' BeReals until you’ve posted your own. The more you wait, the later you see the feed.

  • Why It Worked: The app subtly creates social pressure and a habit loop: get the ping → post quickly → unlock the social feed.

  • PM Takeaway: Don’t underestimate social accountability. FOMO-driven engagement often outperforms gamification.

✅ 3. Low-Key Virality Without a Share Button

  • The Effect: BeReal didn’t push sharing... but people posted their BeReals on TikTok and Instagram anyway, especially during viral moments.

  • The Result: By August 2022, BeReal had over 53 million global installs and was being cloned by Instagram (Candid Stories), TikTok (Now), and Snapchat (Dual Camera).

  • PM Takeaway: Virality doesn’t require built-in share buttons. If your product generates socially interesting content, people will distribute it naturally.

✅ 4. Community-Centric, Not Creator-Centric

  • Design Choice: No follower counts, no influencer features, no discover tab.

  • Why It Mattered: BeReal wasn’t about gaining status — it was about showing up as you are to your close circle.

  • PM Takeaway: Ask: Is this product built for creators… or connections? Designing around relationships > reach can build deeper engagement, especially in social apps.

📊 Bonus Insight: The Downside of Hype

  • By late 2023, user retention had dropped significantly. Sensor Tower reported a 61% decline in monthly active users from its 2022 peak.

  • Lesson: A viral spike doesn’t equal long-term success. Without continued product evolution or community stickiness, novelty wears off.

⚡Lessons

Next time you’re building a consumer product:

  • Use constraints as a feature, not a bug.

  • Design social loops, not just engagement features.

  • Focus on creating moments users want to share, even without you asking.

  • Remember: Trendy ≠ Sticky — long-term value must follow the initial spark.