27th February '18
The latest social media trend isn’t new at all. In fact, it has been around for three years. So what has changed? And why is there a sudden increase of (mainly) Instagram users logging in to Vero?
According to their website, “Vero is a relationship-first social network, focused on providing users with a unique platform to share content and interact with others, by mirroring real-world relationships in an online setting.” Sound familiar? Well, yes.
The basics of Vero are the same on Facebook and Instagram. You create a profile, connect with friends, share and engage with content and like/follow your favourite things. But, Vero is making some big claims that could be the reason for the sudden increase in users.
The first big difference is no adverts. Vero claims that it will not mine your personal data to create targeted adverts. Again, in their words, “Unlike most of our competitors, Vero’s business model isn’t based on serving advertisements. ”
This is a big deal. Individual users get frustrated with Instagram’s ‘sponsored’ posts. And Facebook’s constant snooping on our online activity has always been unsettling. But if there aren’t any adverts, how is Vero going to make money?
In time, they have said that they will charge users for access. Yep, you will have to pay a fee to have an account with them. Whilst Vero has been open about this from the start, it does make you wonder whether the buzz will continue once they ask for your bank details. Also, it feels a bit like a members only club, which could turn people off. Especially businesses.
Instead of adverts across the platform, it is likely that users will see sponsored content. This will be based on the things you do on the app, but they might be more relevant than paid adverts. I guess time will tell.
Another big factor in Vero’s appeal is their commitment to keeping order. Instagram made a bold decision to base your timeline on a new algorithm. Over time, this change has seen a backlash from users.
Influencers and artists on Instagram claim that the new timeline structure has limited their reach. It almost feels like Instagram wants users to spend money in order to reach more people…
Vero has confirmed that it will keep things structured by not introducing any algorithms. They have said, “We don’t curate it [The Feed], manipulate it, insert advertising in it, or hold back posts. You see what has been shared with you, when it’s been shared with you.” Again, another big thumbs up for some people.
Social media has a huge impact on our everyday lives. We can’t imagine a world without it, and we rely on it far more than we would ever admit. But the channels we currently use have been adapted and optimised over the last decade. We are happy with the way they work, and for the most part, many of us still love using Facebook and Instagram.
It’s great to see a new(ish) app making waves in the market, but I refuse to believe that user habits will change. It’s not the first time we’ve seen this happen. And if you think Facebook will sit by and let Vero replace them, then you are very much mistaken.
There might be a few loyal Vero users in time. A younger audience might adopt the platform, but for now, it looks like another flash in the pan. And that is the truth.
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