What: Brands are adopting the popular new platform ‘BeReal’, which poses restrictions on posting that force a level of transparency and authenticity which is unlike other apps.

Why it is important: Tentative experimentation by E.l.f. and Pacsun has shown that there is a demand for brand presence on the app that is opening a new channel for selling and generating brand loyalty.

For brands, the app could be a great opportunity to connect with ‘superfans’ and build on brand loyalty by, for example, showing an inside look into the studios or offices. The app facilitates cross-platform sharing and does not threaten to replace other social media applications.

Users of BeReal have only two minutes to post after they have received a notification allowing them access to take a photo with both their front and back cameras. The result is intended to show a selfie and the location you are in, ultimately forcing users to show what they are doing, where they are and how they are feeling. The app has also openly shared that it is not interested in creating influencers, outright telling users to “stay on TikTok and Instagram” if they want to be famous.

The BeReal creators are surprisingly secretive and have yet to reveal anything about their growth plans, generating speculation on the platform’s longevity and potential monetization. Some believe a subscription service, similar to Patreon, could allow brands the ability to provide shopping codes and exclusive content through the app.

E.l.f. tested a coupon code post on BeReal and saw surprising success. They had no metrics or expectations for the post’s performance which was shared with 150 followers.

BeReal: the social media forcing brand ‘transparency’