Some interface visuals are draft explorations and will be refined.
Designing Sustainable Authenticity
A Product Retention Strategy for BeReal
TIMELINE
May 2026 - Present
Platform
Social Media
MY ROLE
Product Designer
Overview
BeReal built its identity around authentic, unfiltered sharing. While the concept attracted rapid adoption, sustaining engagement became increasingly difficult due to onboarding friction, social dependency, and weak activation.
This case study explores how improving the activation experience can strengthen long-term retention without compromising BeReal's authenticity.
Problem
BeReal struggles to retain new users because the product requires high social participation before users experience meaningful value.
PROBLEM #1
No Immediate Value
The first screen a new user sees is almost completely empty.
Instead of discovering authentic moments, users are immediately asked to "Take your BeReal."
The experience asks for contribution before demonstrating why participation is valuable.
PROBLEM #2
Network Dependency
Core social experiences remain inaccessible until users establish an active friend network. Without existing connections, communication, engagement, and ongoing interaction are effectively unavailable.
For new users joining alone, the platform offers limited opportunities to experience meaningful social value before asking them to expand their network.
PROBLEM #3
Participation Before Motivation
BeReal encourages users to post through time-sensitive notifications before they have formed a meaningful reason to return.
The product assumes habit formation from day one, even though many users have not yet experienced the emotional value of participating.
Without an early activation moment, repeated prompts risk feeling like reminders rather than motivations.
Activation Journey
To identify where retention begins to break down, I audited BeReal's first-time experience from onboarding through the first posting attempt. Rather than evaluating isolated screens, I examined how each step contributes to, or interrupts the activation journey.
STEP #1
Product Promise
The onboarding introduces BeReal's value proposition clearly. Users quickly understand that the platform is built around authentic, time-bound sharing with friends.
At this stage, expectations are set effectively and friction remains low.
STEP #2
Early Commitment
Before users experience the product, they are required to complete multiple onboarding tasks, including profile setup, phone verification, and contact permissions.
While each step is relatively lightweight, the experience asks for increasing commitment before users have experienced any meaningful value.
STEP #3
Social Dependency Begins
The onboarding encourages users to import their contacts before they have interacted with the product itself.
This positions the existing social graph as a prerequisite for value rather than something users build over time.
STEP #4
First Product Experience
After completing onboarding, users arrive at a feed with little immediate content. Rather than observing authentic moments from others, they are prompted to create their own.
The first interaction reinforces participation before value.
STEP #5
Exploration Requires Participation
Access to broader community content is unlocked only after posting a BeReal. Instead of allowing users to explore and learn from the platform first, participation becomes the gateway to discovery.
STEP #6
Returning Before Activation
Daily reminders encourage users to post almost immediately after onboarding. However, many users have not yet experienced a compelling reason to return, making the notification feel like a request rather than a reward.
Journey Insight
Across the activation journey, users are consistently asked to commit through account setup, contact sharing, posting, and returning before experiencing enough social value to form a meaningful habit.
Behavioral Insights
Based on
Product Audit • User Reviews • Behavioral Psychology • Retention Frameworks
01
Value Before Contribution
People hesitate to contribute before experiencing clear value.
03
Network Dependency
Without friends, users struggle to
experience the product's value.
02
Authenticity Needs Control
Users want selective vulnerability not constant visibility.
04
Passive Consumption
People often observe before they
actively participate.
Strategic Hypothesis
If users experience social value before being asked to contribute, they will activate earlier, participate more confidently, and develop stronger long-term retention.
Value Before Contribution
Reduce Social Dependency
Preserve Authenticity Through Choice
Build Meaningful Return Loops
Designing the Retention Loop
Rather than adding isolated features, the solution redesigns the entire user journey from first value to long-term engagement.
Visuals in refinement
Activation
Earlier Value Through Discovery
Experience authentic moments before the first post
Build value without an existing friend network
Reduce friction during activation
Participation
Flexible Authentic Sharing
Multiple opportunities throughout the day
Reduce posting pressure
Encourage intentional participation
Visuals in refinement
Visuals in refinement
Retention
Return for the Memories
Build personal emotional value
Encourage natural revisits
Strengthen long-term engagement
Trade-offs
Every product decision involves trade-offs. The proposed strategy balances early discovery with BeReal's principles of authenticity, privacy, and intentional participation.
Privacy vs Discovery
Approximate locations preserve privacy while enabling local discovery.
Discovery vs Authenticity
Discovery supports the Friends feed instead of replacing it.
Participation vs Pressure
Flexible posting encourages sharing without creating pressure.
Growth vs Community Safety
Gradual rollout with moderation and safety safeguards.
Success Metrics
The proposed strategy would be evaluated across activation, engagement, and long-term retention.
35% → 50%
Activation
Users completing their first
BeReal within 24 hours.
15% → 22%
Retention
Day-7 retention after onboarding.
20%
Participation
Users posting after exploring
local discovery.
1.5 → 3 Months
Active Lifespan
Average time before
30-day dormancy.
Conclusion
BeReal's greatest strength:- authenticity. So creates its biggest activation challenge.
This strategy shifts the experience from "contribute before value" to "experience value before contribution," reducing early friction while preserving the platform's core philosophy of authentic social sharing.
