Is Vero the New Instagram?

Is Vero the New Instagram?

You might have noticed some influencers and friends posting about a new app called Vero over the past day or two, I know the bloggers that I follow have been pushing hard to publicise this new media sharing ‘ad-free’ platform. Claiming it’s the app that ‘lets you be yourself.’

But, what exactly is it that makes Vero different and, will it be worth downloading into our lives?

 Image Credit: Canva

Image Credit: Canva

 

Vero is in fact, not all that new, but it’s popularity is. The app was launched in 2015 by Ayman Hariri, billionaire businessman son of former Lebanese Prime Minister Rafik Hariri. Hariri created the app following his frustration as a social media user, over the privacy policies and number of adverts being shown on his feeds and so, wanted to create an alternative with less focus on ads and more focus on friendship and peer reccomenations. 

 Image Credit: Vero

Image Credit: Vero

 

Vero Differences - 

With Vero you can embed URL links (something which Instagram lacks to a certain degree) and it shows content in reverse-chronological order (you'll see the most recent first) the fact that the Facebook and Instagram algorithm shows us content in a haphazard time frame, is something that frustrates a lot of users that I know. 

Vero also states it will mine as little data from users as possible; we know Facebook for example, uses a lot of customer data to improve its advertising capabilities – Vero on the other hand, won’t provide data to third parties. It also distinguishes connections based on their relationship to you, you can categorise people as close friends, friends, acquaintances, or followers and opt to share posts specifically with these groups – much like what Snapchat are trying to achieve with their new layout.

 Image Credit: Vero

Image Credit: Vero

I’ve tried to sign up with Vero to get a sense of what it’s like to use, but the app is glitchy and tends to stop/freeze due to some bugs that have yet to be worked out and likely, the volume of people trying to sign-up as it's currently at its peak-buzz.

Social media apps, are still businesses at the end of the day, and to date have been a useful place to market brands, as well as to connect and be entertained; so it remains to be seen how Vero will thrive and sustain from a commercial point of view, i.e. how will it make money? The company hasn't begun to implement subscriptions yet as it says it will be permanently "waiving" the fee for its first million users, following this, users will eventually be required to pay "a small annual fee.”

Why now?

Vero has now shot to number one in the App store, and it might have stemmed from the blogging/influencer community, i.e. the most powerful voices on social media. Instagrammers especially have been verrrry vocal about their annoyance over the app's algorithm since it rolled out last year, meaning followers/people were seeing their content less and less. Social media platforms are not going to bend and change to ensure influencers are happy and make money, the apps themselves need to focus on making revenue, too. While bloggers complain that algorithm changes have an impact on their business, the apps themselves need to innovate and operate in ways that sustain their own business model, too, and influencers build a career on these apps that they use, for free - so it's hard to please everyone on both sides.  It's likely Vero are looking to fill this percieved void. 

 Image Credit: Who What Wear

Image Credit: Who What Wear

Will Vero last? Other apps have tried, trended and ultimately failed to match up against viable competitors like Facebook and Instagram (owned by FB) so it will be interesting to see if Vero can double down on the viral traction it’s getting right now, survive the glitches and have longevity in the app market to become part of our daily lives. 

I’m not sure if I have the patience or desire to use another app, but I'll keep you posted, if I ever get logged into my Vero account!

Marie

marie@mossmarketing.ie 

 

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