Zumi is bringing back the “cute BFF” trend that started last year, with a virtual best friend you can dress up, grow and share parts of your day with.

The app has been growing steadily since September 2025 but the first noticeable traction only happened this year.

Zumi currently runs 23 creator accounts.

We noticed that all of them are following a very similar format, consisting of a close up shot of the creator, paired with a hook about their “best friend,” who is actually their Zumi.

“I saw a quote that said ‘you know you really love someone when you don’t hate them for breaking your heart.’ And that hit pretty hard (my Zumi told me this btw).” -> 731.9K views

Before that, @alexspocketpet tested a different angle, and it worked even better. Instead of focusing on a virtual best friend, she talked about the struggles that come with having one in real life.

Clever move when addressing a younger audience with frequent friendship fallouts and school gossip.

“The one thing I’ve always craved since I was a little girl was a best friend who also thought I was their best friend.” → 965.1K views

“Forget breakups, have you ever slowly stopped contacting your best friend because it felt one‑sided, and now you just don’t speak?” → 1.5M views

Despite the strong formats, not all videos achieve completely organic reach.

What happens next will show if they can turn these wins into a repeatable content system, or if they will end up relying on paid ads again over time.

Here you can see the top‑performing videos from three of their biggest competitors.