Real talk or posed shots? Unpacking GenZs reaction to candid vs curated brand posts on BeReal

Purpose This study explores how brands can engage Generation Z on BeReal, a social media platform praised for its authenticity. It examines (1) the psychological drivers of GenZ's platform engagement and (2) how different types of brand posts affect advertising outcomes. Design/methodology/approach A multi-method approach was employed in two empirical studies. Study 1 surveyed 208 GenZ users to test the psychological mechanisms (e.g. narcissism and brand selfies) driving self-brand connection. Study 2 conducted a 2 × 2 online experiment to assess the influence of type of post (candid vs curated) and product involvement on ad recognition, ad irritation, brand attitudes and purchase intentions. To contextualize BeReal's cultural footprint, we analyzed the platform's publicly accessible presence on X (formerly Twitter). Findings BeReal users span diverse geographies but share a preference for authenticity. Narcissism and brand selfies mediate the relationship between BeReal's use and self-brand connections. Candid brand posts reduce ad recognition and ad irritation, improving brand attitudes and purchase intentions, but only for low-involvement products. These effects do not emerge for high-involvement products, which require more structured and informative messaging. Research limitations/implications Both studies were conducted in a single national context (a Mediterranean country). Future research should extend across markets and platforms. Practical implications Brands targeting GenZ should employ candid, spontaneous content for low-involvement products and rely on more structured, informative communication for high-involvement products on authenticity-driven platforms. Originality/value This is the first study to integrate psychological drivers and post type within BeReal's authenticity-driven ecosystem. It extends the Persuasion Knowledge Model and Elaboration Likelihood Model by demonstrating how platform-congruent content reduces persuasion resistance among GenZ in authenticity-first platforms.