BeReal, the platform that champions authenticity, is taking a bold leap into uncharted territory by onboarding brands and celebrities. Boasting 23 million daily active users, BeReal has become a force to be reckoned with, and its latest move aims to solidify its presence by introducing “RealBrands” and “RealPeople.”

Starting February 6, BeReal users will witness a transformation as brands and celebrities join the platform to share behind-the-scenes moments from their lives. BeReal, known for its unique approach to combating the staged nature of social media, encourages users to post unfiltered glimpses into their daily lives during the daily “BeReal” prompt.

While this move might seem unexpected given BeReal’s mission, the platform sees it as an opportunity to reset the negativity associated with modern social platforms. By showcasing that notable individuals and brands are just as mundane and interesting as everyone else at different times, BeReal hopes to foster a more genuine online community.

Despite its growth deceleration, BeReal, armed with 23 million daily active users, continues to innovate. Over the past year, the platform has introduced features like groups, mentions, multiple posts per day, pinned posts, and a “friends of friends” feed. However, the challenge lies in monetization, a challenge shared by many venture-funded social platforms.

Enter RealBrands and RealPeople—an intriguing addition that opens the door to potential revenue streams. While not traditional ads, these entities will share spontaneous updates like any other user on BeReal. The platform, adamant about preserving its focus on friendships, assures users that BeReal will always prioritize close connections.

In a bid to reignite interest and address its decelerating growth, BeReal introduces a new update that specifically caters to celebrities and brands. The RealPeople feed, initially tested since May last year, expands to include updates from notable users, offering users an unfiltered look into the lives of actors, athletes, and musicians during their off-stage moments.

RealBrands, the counterpart to RealPeople, introduces official brand accounts that showcase promotions and offers within the app. This strategic move aims to make BeReal a consideration for marketers, but it also introduces a shift toward a more traditional social app experience, with re-shares becoming a new element in the BeReal journey.

As BeReal welcomes applications for accounts to appear in these new feeds, it opens the door to future growth possibilities. The concept of “RealFan” hints at potential subscription offerings, where users may pay to access updates from notable users—a prospect that could reshape BeReal’s future trajectory.

In conclusion, BeReal’s integration of RealBrands and RealPeople marks a pivotal moment in its evolution. By embracing celebrities and brands, BeReal seeks to balance its commitment to authenticity with the need for sustainability. The platform’s journey to reconnect with users and reignite growth is unfolding, and only time will reveal the impact of this strategic move on the social media landscape.