BeReal Branding: Why Raw and Unfiltered is the New Marketing Gold

In a world dominated by polished Instagram feeds and hyper-curated TikTok videos, a new approach to social media is turning heads. BeReal, the app that prompts users once a day to capture a spontaneous photo without filters or editing, has sparked a shift in consumer expectations. For brands, this trend is forcing a rethink. Authenticity and imperfection are no longer optional; they are essential.

The Rise of Authenticity

BeReal’s popularity stems from a simple idea. Users post what they are doing in real time, from both front and back cameras, creating a snapshot of reality. The appeal is in the unfiltered, unpolished moment. Unlike other social platforms where every post is carefully staged, BeReal celebrates honesty and immediacy.

For brands, this is a wake-up call. Traditional social media marketing often prioritises aesthetics and perfection, with professional photography, influencer partnerships, and meticulously edited visuals. While these approaches still have value, they can feel distant and unattainable to younger audiences who crave transparency. BeReal shows that consumers are increasingly sceptical of over-produced content.

What BeReal Means for Branding

1. Less Polish, More Personality

Brands experimenting with BeReal-style content are learning to embrace imperfection. Casual, behind-the-scenes posts of team meetings, product development, or everyday operations can feel more human and relatable than perfectly staged ads. Even small brands can leverage this style, using genuine moments to build trust and connection.

2. Real-Time Engagement

BeReal encourages immediacy. Users respond to notifications quickly, and the content has a fleeting nature. For brands, this means creating campaigns that are timely, relevant, and reactive. Limited-time product reveals, live event coverage, and spontaneous promotions work particularly well in this format.

3. Community Over Broadcast

Traditional social media often focuses on broadcasting messages to large audiences. BeReal promotes interaction within smaller networks of friends. Brands can translate this into micro-community engagement, fostering loyalty by sharing content that feels personal rather than mass-marketed. This can include behind-the-scenes stories, customer shoutouts, or user-generated posts.

4. Storytelling Through Imperfection

Perfection can feel distant and unattainable. Brands that show failures, trials, and human moments create narratives that resonate. Whether it is a messy kitchen while testing a new product or a candid team brainstorm, these small glimpses help audiences feel included in the brand journey.

Case Studies in Raw Branding

Some early adopters are already experimenting with BeReal-inspired marketing. Food and beverage brands post behind-the-scenes shots of recipe development, clothing brands share real-life looks from employees, and lifestyle products showcase unpolished user experiences. The common thread is honesty. Followers respond to content that feels accessible and genuine.

Brand Examples

• Chipotle shares behind the scenes kitchen moments and surprise promo codes on BeReal to connect casually with fans. 

• e.l.f. Cosmetics posts unpolished team photos and product sneak peeks, giving followers a real life brand view.

• Kiehl’s offers authentic glimpses of office culture and product development, often featuring their mascot Mr Bones.

• PacSun highlights staff lifestyle shots and everyday store scenes to create an approachable fashion vibe.

Even brands that cannot post on BeReal directly can apply the principles elsewhere. Instagram Stories, TikTok clips, or Twitter threads can mimic this style by focusing on spontaneity, authenticity, and minimal editing. The key is tone and relatability, not platform.

Challenges and Considerations

BeReal branding is not without risks. The casual, unpolished style requires careful planning to ensure content still aligns with brand values. Too much informality can dilute identity, while careless posts may backfire if they appear insincere. Brands must strike a balance. Authenticity does not mean abandoning strategy.

Additionally, BeReal’s fleeting nature can limit reach. Content disappears quickly, so brands need to be creative in amplifying messages across platforms without losing the raw appeal. Scheduling, timing, and cross-platform storytelling are essential to maximise impact.

Why the Trend Matters

The popularity of BeReal reflects broader shifts in consumer behaviour. Audiences, especially younger generations, are rejecting curated perfection and craving honesty. Brands that adapt to this expectation gain credibility, trust, and engagement. In the long run, authentic communication is likely to outperform glossy campaigns that feel staged or unattainable.

BeReal branding is not about abandoning quality or visual identity. It is about humanising the brand, fostering connection, and embracing imperfection. Brands that master this approach can build communities that feel loyal, engaged, and genuinely invested in the story.

Conclusion

In 2025, marketing is no longer only about polished visuals and aspirational messaging. The rise of BeReal has shown that spontaneity, honesty, and relatability are powerful tools. Brands willing to experiment with raw, real-time content are finding new ways to connect with audiences. By embracing authenticity, companies not only stay relevant. They become part of the lived experiences of their communities.

In a landscape saturated with filters and perfection, being real is the ultimate competitive advantage.