In a digital landscape dominated by polished content and algorithmic feeds, BeReal has emerged as the anti-social media platform – a space where users are prompted once daily to share unfiltered, dual-camera snapshots within a two-minute window. Now, with the recent launch of its US advertising platform, BeReal is offering brands a unique opportunity to connect with Gen Z in their most authentic digital space BeReal recently announced the launch of its native advertising platform in the United States, following successful tests with over 200 advertisers including Amazon, Netflix and Nike.
This isn’t just another channel opening – it’s a fundamentally different approach to digital presence that requires rethinking how brands create and measure marketing impact. Here’s why this is a critical opportunity for forward-thinking marketers:
New Gen Z Attention Channel
The value of BeReal isn’t in its user count — it’s in its behavioral signal. This is where Gen Z shows up to be real, not marketed to. Brands that treat it like Instagram Live will fail fast. But those who see it as a high-trust, low-gloss arena for community and creativity will unlock something deeper: cultural relevance.
BeReal has revealed that of its 40 million monthly active users, 85% are Gen Z, with over 50% of users active six days a week. While this scale is smaller than established competitors, the engagement frequency is remarkably high, creating a potential alternative to increasingly saturated platforms like Instagram and TikTok.
For brands seeking fresh ways to connect with Gen Z audiences, BeReal represents a unique opportunity – a platform where users are already primed for authentic connection rather than passive consumption. As attention fragments across digital channels, BeReal’s positioning as the “real” social network could become increasingly valuable for brands looking to break through to this elusive demographic.
Key Considerations
- Embrace the Platform’s Constraints The two-minute time limit and dual-camera format aren’t limitations—they’re creative guardrails that force authenticity. Develop content specifically for this environment rather than repurposing assets from other platforms. The brands that will succeed are those who view these constraints as opportunities for genuine connection.
- Prioritize Cultural Relevance Over Production Value BeReal users aren’t looking for perfectly lit, meticulously edited content. They’re seeking real, in-the-moment connections. Brands should focus on cultural timing and relevance rather than production polish. BeReal’s ad formats are designed to blend in with the platform’s everyday user experience Designrush, so your content should feel native to this environment.
- Establish Clear Learning Objectives Rather than focusing solely on traditional performance metrics, establish clear learning goals for your BeReal experiments. What cultural signals are you hoping to identify? How might these insights inform your broader marketing strategy? The real value of BeReal may be in the insights it generates rather than the immediate engagement it drives.
Conclusion: The First-Mover Advantage
In a digital landscape increasingly dominated by algorithmic content and polished production, BeReal offers something different: a chance to connect with Gen Z on their terms, in a space designed for authenticity. For brands seeking cultural relevance with this generation, that opportunity alone makes BeReal worth serious consideration.
The brands that lead on BeReal won’t be those with the largest budgets or the most polished content. They’ll be the ones willing to show up authentically, learn continuously, and apply those insights across their entire marketing ecosystem. In doing so, they’ll gain not just a new channel, but a deeper understanding of what authentic engagement truly means to Gen Z.
At Direct Agents, we don’t chase platforms — we shape strategies for where culture is headed. Our work fuses data and creative to help brands adapt, test, and scale in the right moments. Whether it’s tapping into emerging channels like BeReal or evolving your broader Gen Z playbook, we’re here to lead with clarity and boldness.
Want to learn more about how we’re helping brands show up with authenticity? Let’s talk at [email protected]