What is the BeReal phenomenon

The BeReal phenomenon is based on a simple but very effective mechanism – users receive a notification at a random time of day and have limited time to take a photo that shows their current situation. Importantly, the application uses both the front and rear cameras at the same time, which eliminates the possibility of creating an artificially created image. This makes the content posted on the platform authentic and unfiltered.

It is this authenticity that attracts users who are fed up with the idealized images known from other platforms. BeReal gives them a sense of real contact with other people, which translates into greater commitment and trust. From a marketing perspective, this means a change in approach – instead of creating perfect campaigns, brands need to learn to function in a more natural environment.

An important element is also the lack of classic algorithmic mechanisms that dominate on other platforms. Content is not promoted based on reach or interactions in the same way, which makes communication more direct and less predictable. This requires more flexibility and readiness to act in real time.

BeReal works great as a tool for building relationships and showing the "human face" of the brand. Instead of communicating through polished campaigns, you can show the backstage of the company's operations, everyday situations or spontaneous moments. As a result, the audience begins to perceive the brand as more authentic and credible.

In practice, this platform can be the first stage of contact with the user, who is then directed to more structured content, such as a training webinar, where the topic is developed in more detail. The next step can be to participate in a multifunctional webinar, which increases engagement and prepares for further activities.

How brands can use spontaneity

Spontaneity is the foundation of communication on BeReal, which is why brands should move away from classic content planning in favor of a more flexible approach. It is crucial to be ready to react to current situations and show them in a natural way, without over-styling or preparation.

One of the most effective ways to use spontaneity is to show the backstage of the activity. It can be the work of a team, project preparation or everyday situations related to the functioning of the company. This type of content builds trust and allows the audience to better understand the brand. It is also worth engaging users through authentic messages and direct contact. BeReal is conducive to creating relationships based on honesty, so brands should use this potential instead of trying to transfer patterns known from other platforms. Users appreciate content that is true and not overdone.

Spontaneity can also be used to direct recipients to the next stages of communication. Naturally introducing valuable content such as a training webinar or a multi-functional webinar allows you to move from casual interaction to more advanced engagement. Thanks to this, it is possible to build a relationship, which at a later stage can lead to the use of the offer available on the training platform.

Does authenticity sell – marketing case

Authenticity in marketing has long been treated as an addition to the strategy, not its foundation, but the development of platforms such as BeReal shows that the situation is changing. More and more users reject artificially created messages in favor of content that shows real emotions and real experiences. It is in this context that authenticity begins to play the role of a factor that really affects purchasing decisions.

A good example can be a brand that, instead of investing in perfectly prepared campaigns, begins to communicate through spontaneous materials showing the backstage of its business. Publishing everyday situations, team work, or the product development process allows recipients to better understand the brand and build an emotional bond with it. As a result, the user no longer perceives communication as an advertisement, but as a natural part of the relationship. In such a model, sales are not the result of a one-time impulse, but the result of gradual building of trust. A user who regularly sees authentic content is more likely to take the next steps. It can be a registration for a training webinar, which allows you to get to know the offer better and understand its value. Then, the recipient can be engaged through a multi-functional webinar that expands on the topic and gives the opportunity for deeper interaction.

It is also important that authenticity does not mean a lack of strategy. On the contrary – it requires a conscious approach and consistency of communication. The brand should clearly define what values it wants to convey and how it will do it in its daily activities. Thanks to this, spontaneous content becomes an element of a larger system, and not a random action.

Later on, a user who has gone through the process of building a relationship is more likely to make a purchase decision. This may mean using a solution available on the training platform, where they receive full support and development of the topic. In this context, tools like Mastery Forge help you organize your activities and combine authenticity with marketing effectiveness.

BeReal shows that the future of marketing can belong to authenticity, which is no longer just an add-on to communication, and begins to play a key role in building relationships with recipients. Users are increasingly choosing brands that are real and transparent, instead of those that are based solely on a perfect image. In practice, this means that you need to change your approach – from sales-oriented communication to relationship and value-based communication. This process can start with simple, spontaneous content that grabs attention and builds trust, and then progress through more structured activities such as a training webinar or a multi-purpose webinar.

Thanks to this, the user not only gets to know the brand, but also begins to understand it and identify with its values. As a result, the decision to take advantage of an offer, e.g. available on a training platform, becomes a natural step, not the result of sales pressure. The support of tools such as Mastery Forge allows you to additionally combine authenticity with a structured strategy, which gives real business results.