If you want to know where "Generation Z" is spending its time on social media these days, it's on an app called BeReal. The app has been installed more than 20 million times.
The app asks users to post a photo once a day – but there's a catch:
You have two minutes to upload the pic and it's unfiltered, in selfie mode as well as full frontal.
BeReal, which launched in 2020, is catching the attention of brands such as Chipotle and e.l.f. Beauty.
Although BeReal doesn’t allow formal advertising, brands are finding creative ways to break new ground using the app.