BeReal Launches Official Accounts for Celebrities and Brands

BeReal

BeReal has introduced RealPeople and RealBrands, official accounts for notable individuals and brands.

Starting February 6th, users will be able to follow their favorite celebrities, athletes, musicians, companies, and more to see unfiltered, behind-the-scenes content via the app's random, once-a-day 'Time to BeReal' notification. Users can become RealFans of these accounts (TBD what this actually means) and tag them in their own posts, which can then be reshared.

BeReal is also reporting that it has over 23 million daily average users (DAUs), a slight increase from 20 million this past August.

Why It Matters: Since its inception, BeReal has focused on connecting friends through unfiltered moments. These official accounts could potentially alter the user experience.

Instagram Stories and Snapchat already allow A-listers and brands to share this type of content with their fans. Therefore, for BeReal to provide a unique experience, official accounts will need to share exclusive content not seen elsewhere. Otherwise, BeReal risks becoming too similar to existing platforms.

With big names and brands joining, new marketing opportunities emerge. For example, celebrities, athletes, musicians, and digital creators can extend their brand partnerships to BeReal. Brands can offer exclusive, limited-time deals to their followers, as well as showcase the people working at their companies in a casual way.

Upcoming tentpole events such as the Super Bowl, New York Fashion Week, NBA All-Star Weekend, and the Summer Olympics could be beneficial for BeReal’s newest initiatives, giving celebrities and brands the chance to share candid moments during big events.