E-commerce
October 1, 2026
Are you wondering if BeReal is an authentic and useful social network for your online store? The short answer is yes, but with important nuances. This photo-sharing application, launched in Paris in 2019, appeals with its anti-Instagram concept, but it officially bans any commercial promotion.
Yet, brands like Chipotle or E.L.F. Beauty have already invested in this space, attracted by a very young audience. The challenge? Deal with a platform with no advertising, no filters, and no follower counts, where spontaneity is the golden rule. So is BeReal serious for merchants? On the agenda:
How does BeReal work and why does it attract so much interest?
What are the official rules regarding brands?
What are the benefits for reaching Gen Z?
What are the risks and limitations for e-commerce use?
How to integrate BeReal into your strategy without breaking the rules?
Let's go. Let's discover together how this unique platform can become an asset for your brand.
Summary
What is BeReal and how does this app work?
BeReal is a photo-sharing application launched in Paris in 2019. Its concept is based on a simple principle: once a day, at a random time, all users receive a notification inviting them to post a photo within two minutes. This very short timeframe aims to capture a real moment in life, without staging.
Each post adopts a dual format: a photo of what the user sees and a simultaneous selfie showing their reaction. The goal is to show reality, without filters or editing. If the user exceeds the two-minute limit, their post is marked with a "not real" label.
The application also displays the number of attempts made to capture the moment. This transparency reinforces the idea of authenticity, in contrast to traditional social networks like Instagram, which are often criticized for their overly polished content. This radical approach appeals to a generation in search of sincerity.
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Why did BeReal experience such rapid growth?
BeReal has experienced meteoric growth, reaching 73 million monthly active users, according to Business of Apps. This success is explained by a strong promise: authenticity. In a digital universe saturated with edited content and vanity metrics, BeReal offers a radically different experience.
The application raised 90 million dollars from investors, proof of the market's interest in this concept. Around 98% of users are under 45, making it an ideal playground for brands targeting Generation Z.
This rapid growth is also explained by the simplicity of the concept. No complex newsfeed, no algorithms to decipher: just one moment per day, shared by everyone at the same time. This constraint creates a daily appointment that builds user loyalty and drives engagement.
What are the official BeReal rules for brands?
BeReal clearly positions itself against the commercial use of its platform. The terms of use state that the application is not designed to promote goods or services. The goal is to preserve a safe and fun space, far from marketing pressures.
Concretely, there are no advertising options on BeReal. No banners, no sponsored posts, no format dedicated to advertisers. Brands also cannot buy visibility or privileged placements.
This position is a double-edged sword for merchants. On one hand, it guarantees an ad-free experience for users. On the other, it forces brands to be creative to exist on the platform, without being able to rely on classic advertising tools. A constraint that can become an asset.
How do some brands use BeReal despite the ban?
Despite the official ban, brands have invested in BeReal since its inception. Chipotle and E.L.F. Beauty are among the pioneers, publishing exclusive discount codes to encourage users to follow them. These brands quickly reached the friend limit, estimated at 5,000 accounts.
This approach is based on scarcity and exclusivity. By offering benefits reserved for BeReal subscribers, these brands create a sense of privilege. Users who follow them access offers that others do not see, which strengthens engagement.
It is important to note that these brands are playing with the platform's limits. They do not explicitly violate the rules, but they subvert the spirit of the concept. This strategy carries risks, notably that of being reported or having one's account suspended. Caution is advised.
What are the benefits of BeReal for reaching Generation Z?
The main advantage of BeReal is direct access to a young audience, mostly under the age of 45. For brands targeting Generation Z, it is an opportunity to stand out in a space that is still relatively unsaturated by competition.
BeReal's authentic format allows brands to show a more human and spontaneous side. Handwritten messages, behind-the-scenes photos, and product previews with honest reactions naturally find their place on the platform.
This authenticity can strengthen consumer trust. In a context where young people are wary of traditional advertising, a BeReal presence can humanize your brand and create a more personal connection with your audience. A valuable asset for building loyalty.
What are the risks and limitations of BeReal for e-commerce?
The main risk is the sustainability of the platform. BeReal is a recent application, without a clear business model. It could quickly run out of steam, like other social networks before it. Investing time and resources in a platform that disappears would be counterproductive.
The application has not evolved to support the larger audiences of brands and content creators. The friend limit, estimated at 5,000 accounts, is very restrictive compared to the millions of possible followers on Instagram. This constraint limits the reach of your posts.
Finally, the absence of metrics and analysis tools makes it difficult to measure the return on investment. Without data on engagement or conversions, it is complicated to justify a BeReal strategy to your management or partners. Thorough reflection is necessary.
How does BeReal differ from other social networks?
BeReal stands out radically from traditional social networks. No filters, no edit button, no follower counter, no "Like" button. The app was designed in reaction to the overly edited content and vanity metrics of Instagram and other platforms.
Users can comment on posts or react with "RealMojis", but they cannot express a quantitative preference. This absence of likes reduces social pressure and encourages freer and more authentic expression.
This anti-performance philosophy appeals to a generation tired of the race for likes. For brands, this means rethinking their approach: on BeReal, it is not about maximizing engagement, but about creating authentic moments of connection. A new way of communicating.
What are the key features of BeReal for users?
BeReal's main feature is the daily "Time to BeReal" notification. Every user receives an alert at a random time of the day and has two minutes to post their photo. This mechanism creates a daily appointment shared by the entire community.
The double photo format is another distinctive feature. It simultaneously captures what the user sees and their own face, thus offering a complete perspective of the moment. This duality reinforces authenticity by showing both the context and the reaction.
The application displays the number of capture attempts, which adds a layer of transparency. If a user tried several times before succeeding with their photo, this information is visible to their friends, making the process even more honest. A remarkable innovation.
How to integrate BeReal into a global e-commerce marketing strategy?
Integrating BeReal into your marketing strategy requires a different approach than with other social networks. It is not about publishing promotional content, but about sharing authentic moments from your company. Behind-the-scenes, creative processes, and honest reactions from your team naturally find their place.
Responsiveness is essential. When the BeReal notification arrives, your team must be ready to capture the moment. This involves designating a responsible person and defining a clear editorial line, while still leaving room for spontaneity.
BeReal should not be your main channel, but rather a complement to your strategy on traditional social networks. Use it to strengthen your brand image and build connections, while continuing to drive traffic through more traditional channels like SEO or advertising. A winning synergy.
What are the signs that BeReal could become a sustainable platform?
BeReal's growth is impressive, with 73 million monthly active users and $90 million raised. These figures demonstrate a genuine market interest in a more authentic social network. However, the platform's sustainability remains uncertain.
Competing applications are already copying BeReal's features. TikTok launched TikTok Now, and Instagram is preparing Instagram Candid. This imitation is a sign that the concept is appealing, but it also represents a threat to BeReal's growth.
The lack of a clear business model is a point of concern. Without advertising revenue, BeReal will need to find a sustainable source of funding. Possible options include premium features or partnerships, but nothing has been officially announced yet. The future remains to be written.
How does Qstomy help leverage BeReal for your store?
Qstomy, the Shopify AI agent, can help you transform BeReal's authenticity into concrete business opportunities. By analyzing your community's interactions and feedback, Qstomy identifies the products and messages that resonate most with your audience.
The AI agent can also manage inquiries and customer service generated by your BeReal posts. By instantly answering questions about products, delivery times, or returns, Qstomy ensures a seamless customer experience, even outside of business hours.
Qstomy also facilitates conversion by recommending complementary products and optimizing the shopping cart. If a BeReal user is interested in a product seen in a photo, Qstomy can guide them to the purchase page and offer personalized suggestions, thereby increasing the average cart value. A real asset.
What is the checklist before launching on BeReal for your e-commerce?
Before diving into BeReal, check that your strategy is aligned with the platform's rules. Make sure your team is ready to respond to daily notifications and capture authentic moments without excessive staging.
In brief
BeReal offers unique access to Generation Z, but its commercial use is restricted. Brands that succeed on this platform rely on authenticity and spontaneity, rather than direct promotion.
FAQ
Is BeReal suitable for all brands? No, it is mostly suitable for brands targeting a young audience and capable of producing spontaneous content.
Can you advertise on BeReal? No, the platform offers no advertising options and discourages commercial use.
How do you measure the impact of BeReal? Without built-in analytics tools, it is difficult to precisely measure return on investment.
To go further: How to drive traffic to an online store (SEO, ads, social media)? - Qstomy, Integrating customer service answers into an e-commerce SEO strategy useful to customers - Qstomy, How to deploy digital marketing on an e-commerce site? - Qstomy, Why use social media for e-commerce customer service? - Qstomy, How to create a payment gateway for an e-commerce site? - Qstomy, How to build an e-commerce Facebook Ads strategy? - Qstomy, How does SEO work for e-commerce sites? - Qstomy.
Enzo
October 1, 2026
