The rise of Vero this week could almost have led you to believe the social platform is brand new and hot off the press. In reality, Vero was created back in 2015 by Lebanese billionaire Ayman Hariri, but it’s only recently that it’s caught the imagination of users. Why? Because of a manifesto that can teach content marketers a thing or two about the way the modern consumer works. So, is Vero the new Instagram and should your business be on it? Let’s take a closer look shall we…
What’s special about Vero?
The social app is rather similar to Instagram in that users can use it to share photos; however, it also allows the community to share their favourite movies, music, links and places. All pretty standard in the world of social. But Vero’s selling point is based around three unique features.
- Vero is an advertising-free platform. So, it won’t be doing a Facebook and selling user’s data off to the highest bidder.
- Vero posts in chronological order instead of using an algorithm to sort and prioritise feed content – something which has been a source of great irritation for the loyal fans of Instagram.
- Vero has been transparent about its aim to monetise itself via a subscription model where users will eventually pay a small annual fee to be part of the platform. However, as an incentive to sign up, the platform offered free lifetime service for its first million users – a figure it recently surpassed.
According to Mashable, the app was so unpopular it didn’t even rate in the App Store’s top 1,500 apps. But oh what a difference a week makes – it’s now right at the top and has become the most popular app in the US App Store.
However, with great power comes great responsibility and Vero is sweating it out right now to work through a variety of glitches that have come to light due to the sudden, unprecedented demand on its services.
Whether or not Vero will have what it takes to build on this spike in interest and actually pose a significant threat to other social media platforms is yet to be seen – there’s no harm in creating a branded profile just in case it takes root. But savvy marketers have deduced a thing or two about what the app’s rise to fame is telling us about the modern consumer – turns out Vero has a lesson or two to teach us all.
What Vero tells us about consumer preferences?
It’s no secret to anyone following what’s happening in the social media world that Instagram and Snapchat users are angry. They’ve been angry ever since their beloved social platforms made changes that, while promising to be beneficial to the user, have actually ignored what the people want. In the case of Instagram, it was the algorithmic approach that promised to display more content users would be interested in, yet suspiciously appeared to simply create more opportunities for advertising. With Snapchat, it was the redesign that provoked users to create a petition requesting for it to go back to the way it was and for Kylie Jenner to sound its death knell.
As loyal users rose up to make their thoughts known to the respective platforms, they were simply met with assurances that with time, they would adjust, accept and even embrace these changes. In short, the platforms stopped listening to what their community wants… throwing the door wide open for a brand like Vero to move in.
Not only does the rise of Vero show that consumers want to be listened to and will take their custom elsewhere if they’re not, it demonstrates the fact that blatant ads on social platforms are starting to rankle. Unimaginative advertising techniques and poor targeting is likely to blame; however, users are beginning to notice that social media is catering to brands more than users. And they don’t like it.
What does this mean for your brand?
The surge of interest in Vero means so much more to brands that simply throwing up another social platform to try. It’s a lesson that brands and agencies who pump their pennies into advertising strategy, rather than creating engaging, relevant and high-quality content, are barking up the wrong tree. That isn’t to say no advertising strategy is needed, but if consumers are moving away from being spoon-fed ads on social, brands will have to work harder to develop shareable, creative content that offers consumers an authentic reason to engage and follow their accounts.
For help working out what your audience wants and how you can deliver it with super-ace content, contact M2 Bespoke today.