BeReal, the app known for its genuine and unfiltered environment, is gearing up to introduce celebrities and brands to its platform without compromising its down-to-earth culture, according to its Chief Operating Officer.
In a departure from the usual narrative of glamorous lifestyles on social media, BeReal has been a refreshing reminder of our shared humanity in all its messy, unscripted, and sometimes mundane glory. Now, the app is extending this ethos to include celebrities and brands.
Starting from February 6, celebrities and brands will join the app with verified accounts, identified as "RealPeople" or "RealBrands." Regular users can become "RealFans" by following these official accounts and interacting with them through tagged posts. The celebrities and brands, in turn, have the option to reshare their fans' posts in their own feeds.
Romain Salzman, BeReal's Chief Operating Officer, emphasizes the unique proposition of the app: "You're going to discover what the biggest celebrities are doing behind the scenes at the exact same time as you."
BeReal has gained popularity for its spontaneous and unpolished content. Users receive daily notifications prompting them to take two quick photos – one with the main camera and one with the selfie camera – within a two-minute window. This results in a feed filled with candid glimpses into users' lives, ranging from everyday moments to more exciting events, all presented within the app's minimalist interface.
Now, the invitation is extended to celebrities and brands to share their unfiltered selves alongside regular users. Notably, BeReal intends to maintain equality among all users, offering no special features or privileges to celebrities and brands. Unlike other platforms like TikTok and Instagram, there are no filters available, and scheduling or pre-planning posts is not allowed. Every user, whether a public figure or an individual, receives the same "It's time to BeReal" notification simultaneously.
Salzman underlines the commitment to preserving the app's unique culture. He contrasts BeReal with social media giants like Instagram and Twitter, characterizing them as "broadcasting platforms where the 1 percent shares their best life with the 99 percent." According to Salzman, this culture of showcasing perfection contributes to mental health issues, particularly impacting teenagers and young girls. Data from market research firm YPulse supports this claim, revealing that a significant percentage of young people feel negatively about their appearance due to social media influences.
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