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BeReal may capture a social media future without ads

Brands want to be on BeReal to get coveted Gen Z attention. Chipotle, e.l.f. Cosmetics, and Shake Shack are creatively offering discount codes and ephemeral content. However, the once-a-day photo-sharing site aims to reduce time online, antithetical to advertising's focus on getting as many eyeballs for as long as possible. BeReal, looking to monetize sans ads, could find a way to paywall bonus features.