The impact of BeReal and “casual” social media on polished influencer aesthetics is reshaping digital culture in 2025. Platforms promoting authenticity challenge the curated perfection that once defined influencer feeds. As audiences crave realness over retouched reality, creators and brands are forced to adapt. How will this evolution affect influencer marketing and online self-expression?
The Rise of BeReal and the Shift Toward Authenticity
BeReal, an app emphasizing unscripted, daily photo sharing, rocketed in popularity due to its refreshing approach to social media authenticity. Unlike legacy platforms that encouraged meticulous planning and editing, BeReal’s core feature—prompting users to snap two unfiltered photos at a random moment—eliminated the time to stage versions of oneself. The app hit over 50 million users in 2024, primarily among Gen Z and Millennials, signaling a clear demand for genuine, unedited content.
This shift toward authenticity doesn’t exist in a vacuum. TikTok and Instagram Reels, influenced by BeReal’s ethos, have also leaned into “real-life” trends, such as “photo dumps,” behind-the-scenes videos, and less formal content. The rising popularity of Notes, fleeting Stories, and single-shot vlogs mirrors the collective desire for connection over curation. Audiences now increasingly value creators who reveal their everyday lives, imperfections, and unfiltered moments.
The Decline of Polished Influencer Aesthetics
The impact on influencer marketing has been profound. For years, influencer aesthetics were defined by high-definition images, professional lighting, coordinated color palettes, and strategic branding. This “Instagram aesthetic” fostered aspirational envy but also criticism for promoting unrealistic standards.
As BeReal’s philosophy permeates culture, the pressure for perfection has eased. Influencers now report that posts showing messy homes, makeup-free faces, or candid struggles actually boost engagement rates. According to a 2024 Influencer Marketing Hub survey, 67% of users prefer creators who display vulnerability and relatability, up from just 44% in 2022. Brand campaigns featuring heavily airbrushed or overtly staged visuals are now met with skepticism, while raw, “in the moment” collaborations can drive higher conversion rates and trust.
How Brands and Creators Are Adapting to the Casual Movement
Brands championing authentic social media content have found innovative ways to adjust. Influencer partnerships in 2025 often prioritize creators with honest storytelling over those with the most flawless feeds. Sponsored posts might integrate spontaneous reactions, unboxings, or product trials in real-life settings. “Day in the life” campaigns and Instagram Stories take precedence over only-grid posts, forging an emotional bond with audiences.
Creators, in turn, broaden their content strategies:
- BTS (Behind the Scenes): Sharing unedited prep work, missteps, and candid self-talk.
- First-take Only: Posting the uncut first attempt at a dance, recipe, or joke rather than a polished result.
- Community Q&As: Answering vulnerable or awkward questions live to foster a safe space.
- Collaboration Over Competition: Supporting peers through shared “real-life” moments, not just highlight reels.
Major brands including Nike, Glossier, and Taco Bell have recently eschewed glitzy ad shoots in favor of UGC (user-generated content) and grassroots collaborations, with measurable lifts in trust and loyalty metrics.
Mental Health and Social Media: Benefits of the Casual Revolution
As the tide turns against curated perfection, the mental health effects of social media begin to shift. For years, research indicated a correlation between highly edited social content and rising anxiety, comparison fatigue, and low self-esteem among young users. Today, many users cite greater comfort and lower pressure in sharing online, attributing it partly to BeReal’s influence.
Emerging studies from 2024 and early 2025 show:
- Young adults feel 40% less social pressure to appear “perfect” on platforms encouraging authentic content.
- Self-reported anxiety linked to photo sharing has decreased by 25% in focus groups using casual-first apps.
- Creators say audience expectations are more forgiving, enabling them to speak openly about struggles or setbacks without backlash.
Mental health professionals increasingly recommend digital spaces that embrace the messy, everyday aspects of life. They argue that casual content democratizes creativity—lowering technical and emotional barriers to entry while reducing the “highlight reel effect” that skews self-perception.
The Future of Influencer Culture in a Casual Era
Will influencers disappear as polish falls out of favor? Unlikely. But the future of influencer culture clearly favors those who adapt to authenticity. Modern audiences want leaders who are relatable, responsible, and ethical. Influencer campaigns are scrutinized for transparency—not just in product use, but in lifestyle portrayals and values.
This evolution will likely produce three outcomes:
- Hybrid Aesthetics: Successful creators blend casual, “imperfect” posts with selectively polished content, delivering variety while managing personal boundaries and commercial goals.
- Micro-Influencers Rise: Small, niche creators who foster tight-knit, trust-based communities outperform mega-celebrities reliant on aesthetic appeal alone.
- Long-term Partnerships: Brands cultivate deeper relationships with creators, valuing authenticity over reach, and aligning with causes and values that matter to both sides.
Platforms themselves will continue to evolve, perhaps introducing features that promote raw expression, iterative sharing, or even context-aware content moderation to nurture safe vulnerability.
Practical Tips: Navigating Social Media Authenticity in 2025
The casual revolution is here to stay, but it can be daunting to shed years of conditioned perfectionism. For individuals, creators, and marketers looking to thrive:
- Embrace Imperfection: Share real moments, outtakes, and reflections without overthinking your image.
- Set Intentional Boundaries: Choose what “realness” means for you—authenticity does not require sharing everything.
- Prioritize Mental Health: Follow accounts and communities that champion self-acceptance; unfollow those that trigger comparison.
- Experiment Creatively: Try casual-first content formats; respond to trends like BeReal Snapshots or “no-edit” challenges to boost engagement and relatability.
- Evaluate Partnerships Wisely: For brands and creators, only collaborate where there is genuine value alignment and transparency in expectations.
Conclusion: The Enduring Value of Realness Over Perfection
The impact of BeReal and casual social media has shifted digital culture from polished aspiration to relatable authenticity. As creators, brands, and communities evolve, one message is clear: in 2025 and beyond, genuine self-expression and mental wellness matter more than perfection. Embracing this new era can foster deeper connections—and lasting online success.
FAQs: The Impact of BeReal and Casual Social Media
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How has BeReal changed influencer marketing?
BeReal has encouraged brands and influencers to prioritize transparency and authenticity, moving away from highly edited, staged content toward real-life moments that build trust and engagement.
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Are influencers still relevant if casual content is trending?
Yes. Influencers remain vital to digital marketing but are increasingly valued for their authenticity, relatability, and ability to foster genuine community, rather than just their aesthetics.
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Does casual social media improve mental health?
Studies in 2024-2025 show reduced anxiety and social pressure among users on platforms emphasizing authenticity, as casual content sets more realistic standards and encourages self-acceptance.
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How can creators adapt to the casual social trend?
Creators can share everyday experiences, embrace imperfections, respond to authenticity-focused trends, and set boundaries on what they choose to reveal, all while aligning with genuine brand partnerships.
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Will polished influencer aesthetics ever disappear completely?
Probably not. Polished aesthetics will coexist with casual content, but audiences increasingly reward creators who balance both with authenticity and transparency.