BeReal: Is There Marketing Potential?

Let’s be honest, social media has gotten pretty fake and curated strictly for algorithms and likes these days. However, BeReal, with its simplified layout and unique premise, might be the solution many are looking for.


BeReal is quickly gaining traction with Gen Z, but its staying power is unclear. Even though it was founded in 2019, 75% of the app’s downloads have come in 2022, signaling that existing platforms might be growing stale with the younger demographic, or at the very least, that demand for new ideas is high. The concept combines aspects of Snapchat and Instagram, but this platform is unique for a few reasons. First, you may only post once every 24 hours and it must be within a two-minute window upon receiving a notification. Secondly, posts from your friends are locked until you yourself post. This is clearly different from other platforms where you could create an account and post as frequently or infrequently as you please, can use photo filters liberally, and can “like” others’ content. Additionally, where TikTok and Instagram have become increasingly optimized for video content, BeReal is strictly photos.


At Fortress, we like to stay up to date on social media trends as they relate to marketing, and the emergence of BeReal begs the question: is there room for brands and digital marketers to use BeReal, or should they stick to more traditional and proven platforms? A few members of our marketing team answered this question along with their general thoughts on the app:


Tiffany Mullins – Senior Content Strategist


“I feel like it’s a counterproductive way to showcase real lives. When we are having fun and living in the moment, a phone notification telling you to ‘be real’ accomplishes just the opposite. Right now, I don’t see BeReal being useful in marketing. Usually, when brands hop on apps like this, it comes across as forced and ingenuine. I do see potential with influencers using BeReal to boost their personal brands by building a more intimate relationship with their follower base, but for advertisers like us, BeReal does not align with our goals, at least in its current iteration.”


Anthony Sprunk – Content Creator



“I think it can be both genuine and fake depending on the user. It becomes more staged when people wait to post their BeReals late – until they’re doing something “cool” – which is something I’ve seen quite a bit using the app myself. As for marketing, I have seen some funny TikToks and tweets about the app, but I have yet to see brands using it as an online marketing tool. I’m just not sure it’s the right app for marketing content.”




Leo Koenig – Content Writer


“I don’t use BeReal personally, but I tend to think it is not going to last like other social media apps have. I’ve heard some complaints about the BeReal app itself being glitchy or slow, which is fixable, but also may have turned people off from the start, making it hard to win them back over. However, I do think there is potential for certain brands to build a following on BeReal by posting “behind the scenes” content from employees. This will work best for restaurants and smaller businesses where the average employee is relatable to the masses. This may be hard to accomplish, as service workers are often the ones with the least amount of time on their hands to be posting online during their shifts, but it is not impossible. I think we need to give the app a bit more time before we write it off entirely from a marketing standpoint. After all, if we think back to the early days of Instagram, the potential for marketing was quite limited, but that has since changed dramatically.

The general sentiment from our team is that in its current iteration, BeReal is ultimately not an effective tool for brands, and not accomplishing its goals for general use either. In other words, we don’t think it is not a good sign that we are so increasingly detached from reality that we need an app like BeReal to purportedly provide it for us. However, while our team at Fortress may not see BeReal as the next big thing for digital marketing, we should point out that there are some success stories for how brands have used BeReal for product placement, sales boosts and general brand awareness, and one of these is Chipotle.



Chipotle has always been quick to hop on social media trends and stay on brand while doing it. Maintaining an edgy, entertaining, and fun voice throughout their marketing, Chipotle is never afraid to take risks. So earlier this year, when BeReal began ascending, Chipotle ran an introductory ad campaign where they posted a reusable promo code, awarding the first 100 people to use it with a free entree.



It was a success. They have since built a modest but active follower base, giving them one more outlet for engagement with their target demographic.

Come back to this page for more insights into the ever-evolving digital marketing landscape, and if you have a project you would like to collaborate with the Fortress team on, get in touch today.

In the world of branding, a slogan is akin to a thesis, establishing values and rearranging perceptions with every word. Think about the brands you love; chances are, they have connected with you through their written words. A great slogan is a condensed mission statement, reminding the consumer that they and the brand share the same attitude towards the world; that they and the brand are friends, willing to do right by one another. In this blog, we are going to discuss the significance of slogans, provide insight on what to do and what not to do when crafting a slogan, and reference case studies of brands that Fortress has helped discover slogans and taglines for through our Branding and Corporate Identity Services


The Best Slogans in the World


We all know these slogans, but do we know what makes them so memorable? Let’s start with Nike’s “Just Do It.” This slogan is brilliant for a few reasons; it is extremely brief at only three words and eight letters; it is motivational and fits with their brand philosophy of pushing one’s physical limits and being prepared for adventure; and lastly it is works as as a subliminal message that helps users make their decision to buy from Nike. Debating on getting that new pair of running shoes? “Just Do It.” Enough said.


Next up, Apple. Their iconic slogan, “Think Different,” encapsulates the very essence of their brand philosophy. It’s not just a call to buy their products; it’s an invitation to embrace innovation and individuality. In just two words, they’ve managed to capture the spirit of those who dare to challenge the status quo and break new ground. 

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SENIOR Designer

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      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.


      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques


      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time


      • 401(k)
      • 401(k) matching
      • Dental insurance
      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance


      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)


      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)


      Apply by filling out the form and someone will be in touch with you.

        Attach Files (Resume, Portfolio etc.)



        Someone from our team will reach out to you about your project soon.