As with any new social media platform, marketers will immediately be asking how they can take advantage of it. In the case of BeReal, the lack of ads and the requirement to build mutual connections could cause a challenge. But is there still an opportunity?

e.l.f beauty was an early adopter and joined BeReal with a bang by offering its first 150 followers an exclusive code to receive a free travel kit from its new skin-care collection. Laurie Lam, E.l.f.’s chief brand officer, said, “the objective was very simple: Create a space where our fans can see this unfiltered, authentic e.l.f. life.” They aim to use the platform to build authentic connections with customers, sharing behind-the-scenes stuff, new product launches and sneak peaks. More brands have followed and joined the ‘hype’ because they want exposure and BeReal is the way to do it.

But to be successful, brands are really going to have to embrace the unique approach of the platform, which may be a significant time investment. Is it worth it? It depends who you are trying to reach. According to GWI, 80% of the UK population have never heard about the app before. But it very much depends on your target audience — 16% of respondents aged 16 to 24 were on the app, compared to 5% of people aged 25 to 44 and 2% of people over 45.