Understanding BeReal and its advertising potential

BeReal has carved out a distinct space in the crowded social media landscape by emphasizing spontaneity over polish. The app prompts users at a random time each day to share a two-photo post captured simultaneously with the front and back cameras, providing a candid snapshot of daily life. For brands, this presents both a challenge and an opportunity. Traditional ads that shout for attention can feel out of place in a space built on authenticity. BeReal advertising, therefore, is less about banner placements and more about aligning with real-life moments. Successful campaigns respect the platform’s spirit: they celebrate imperfect, unfiltered experiences and invite users to participate rather than observe from a distance.

Why BeReal matters for brands

In a world where consumers crave honesty, BeReal offers a channel where trust can be earned through transparency. Brands that embrace BeReal advertising with humility can foster stronger connections with audiences who are tired of curated feeds. The audience on BeReal often values human stories, day-in-the-life glimpses, and behind-the-scenes perspectives more than glossy product shots. When a brand shows up as a collaborator in real time—rather than a traditional advertiser—it can become part of the community’s daily rhythm. That is the heart of BeReal advertising: integrate, participate, and respect the moment.

For marketers, the potential translates into two pragmatic advantages: higher engagement quality and a clearer brand moat. High-quality engagement on BeReal tends to be more meaningful than passive scrolls because the content invites genuine reaction. Brands that learn to tell authentic stories in a concise, relatable way can build lasting affinity, which can translate into consideration and loyalty beyond the platform.

How to align brand goals with BeReal’s ethos

Not every brand will fit naturally into BeReal. The most successful campaigns start with a candid assessment of brand values and customer expectations. If your brand communicates with warmth, transparency, and a willingness to show the everyday, BeReal advertising can amplify those traits. Conversely, for brands that rely heavily on polished, aspirational messaging, BeReal may demand a recalibration toward more grounded storytelling. The key is to identify moments in your product or service that people experience in real life and to present those moments without overproduction.

• Focus on everyday use cases rather than high-concept campaigns.
• Highlight people and processes, not just products or logos.
• Collaborate with creators who genuinely connect with your audience.

Practical strategies for BeReal advertising

Here are several concrete approaches that work well within BeReal’s framework, crafted to feel native rather than intrusive.

• Real-time campaigns: Leverage BeReal’s daily prompts by coordinating product reveals or user-focused moments around actual events—store visits, pop-ups, or service trials. The goal is to show real customers engaging with your product, not scripted actors pretending to use it.
• Behind-the-scenes access: Offer a glimpse into product development, factory floors, or design studios. This content should be intimate and educational, showcasing processes that users care about, while respecting any confidentiality constraints.
• Creator co-creation: Partner with micro-creators who authentically use your product in real life. Provide guidance, but allow them to frame the story in their voice. BeReal advertising thrives when creators feel empowered to share genuine experiences.
• BeReal takeovers and collaborations: A brief, transparent collaboration where a brand lets an employee, founder, or customer share a day-in-the-life post. The spontaneity should feel like a genuine moment rather than a sponsored moment.
• User-generated content loops: Encourage users to share their own BeReal versions of a relevant moment, hosting a light, opt-in challenge. Reward participation with non-intrusive incentives that align with the brand’s values.

When planning BeReal advertising, keep the messaging concise and the visuals understated. The strongest campaigns avoid heavy edits, filters, or overproduced soundtracks. The aim is a reminder that the product exists in the ordinary flow of daily life, not a staged fantasy moment.

Format ideas and creative examples

These formats demonstrate how BeReal advertising can feel authentic while still delivering brand value.

• Product in-context: A BeReal post shows someone using the product during a routine activity—coffee shop, commute, home workspace—without a polished setup. The caption nods to practicality rather than hype.
• Customer voice spotlight: A short, unfiltered clip featuring a real customer sharing their experience with the product in their own words.
• Process storytelling: A walk-through of how something is made or how it’s used, presented as a real moment rather than a sales pitch.
• Community-driven campaigns: Initiatives that invite followers to share their own BeReal moments connected to the brand, creating a mosaic of authentic experiences.

These formats emphasize authenticity and utility over promotion. They can help maintain user trust while still delivering brand messages through BeReal advertising.

Measurement, metrics, and ROI

Measuring BeReal advertising requires a different lens from traditional paid media. Since BeReal emphasizes intimate, time-bound moments, the most meaningful metrics include engagement quality, sentiment, and participation rates, rather than sheer reach alone.

• Engagement quality: Look at comments that reflect genuine interest or discussion. Positive dialogue often signals a resonance with authentic storytelling.
• Participation rate: If you run a creator collaboration or a user challenge, track how many authentic posts users generate and how many are aligned with your brand values.
• Brand affinity signals: Monitor shifts in brand sentiment, name mentions, and preference indicators within BeReal communities over time.
• Conversion touches: While direct sales attribution on BeReal may be limited, tie BeReal campaigns to downstream actions (website visits, app installs, or newsletter sign-ups) using UTM parameters or landing pages.

The goal is to build a narrative of trust and usefulness. If your BeReal advertising efforts consistently support real-life moments and offer genuine value, the long-term ROI often appears in loyalty, advocacy, and word-of-mouth rather than immediate clicks.

Ethics, transparency, and user trust

With BeReal advertising, transparency matters. Users expect authenticity, which means clear disclosure when content is sponsored and a straightforward approach to sponsorship. Brands should avoid deceptive edits, exaggerated claims, or forced participation that might erode trust. A respectful, transparent stance—coupled with responsible data handling and privacy-conscious practices—helps preserve the platform’s integrity and supports sustainable brand relationships.

In practice, this means labeling sponsored posts when appropriate, avoiding manipulation of BeReal prompts, and ensuring that any collaboration aligns with community norms. Brands that practice ethical BeReal advertising are more likely to earn lasting engagement and favorable sentiment.

Getting started: a practical checklist

If you’re considering BeReal advertising for your brand, use this straightforward checklist to guide your first campaigns.

1. Assess fit: Do your values align with BeReal’s emphasis on authenticity and everyday moments?
2. Define the moment: Identify real-life situations where your product adds value in a natural way.
3. Choose partners wisely: Collaborate with creators who genuinely use and understand your product.
4. Plan minimal editing: Favor unedited or lightly edited content that feels real and relatable.
5. Set transparent disclosures: Clearly communicate sponsorship or collaboration where applicable.
6. Measure thoughtfully: Track engagement quality, participation, sentiment, and downstream actions.
7. Iterate with empathy: Use insights to improve future campaigns without compromising authenticity.

Conclusion: building trust through authentic moments

BeReal advertising challenges brands to rethink what makes marketing effective. By leaning into real-time moments, embracing user-generated content, and partnering with creators who share your brand values, you can craft campaigns that feel natural and respectful rather than interruptive. In this space, the strongest brands cultivate trust by showing up as collaborators in real life, not as loud advertisers. When BeReal advertisements are grounded in genuine usefulness and human connection, they don’t just promote a product—they reinforce a shared sense of everyday life, which is increasingly rare and valuable in today’s media landscape.