Vero: The Smarter, Truer Platform That Could Possibly Re-Write Social Media History.
There’s a new kid on the block, and he's setting up a whole different kind of lemonade stand…the organic, locally grown, OG kind. Coined as the smarter, truer social, Vero is going against the grain of today’s routine social media experience. The nuance of the platform is founded on thoughtful authenticity, the kind that takes users back to the roots of what being social really means, the kind that people have craved but been denied by the social media giants. Will this challenger be lucrative and efficacious in truly re-writing social media as we know it?
At the core, Vero’s ambition is to resurrect authentic community and collaboration by putting the baton in the user’s hands. It does so by celebrating people’s passions without pesky algorithms, ads or bots and giving the user control over what they share and who they share it with - just like real life. The fabric of the platform eliminates unwanted, unrequested information - hence why millions of users are flocking to Vero.
Though it was originally launched in 2015, Vero’s “sudden boom can be attributed to several factors, including the decline of its higher profile rivals and lack of enthusiasm for ad-driven social media sites as a whole,” Luke Britton from NME says in an article. “It’s no coincidence that Vero’s rise comes on the back of Facebook’s well-documented woes and Kylie Jenner signaling the supposed end of Snapchat.”
The question now looms of how brands and businesses will enter into the sphere. Some people are adamant that companies steer clear of the anomaly. “Advertising is a necessary evil and without it - even with a firm subscription model - anything is unlikely to do anything other than burn money,” Paul Armstrong from Forbes said in an article titled Why Businesses Shouldn't Use Vero. Because of the current state of the market for digital experience and social advertising, some believe Vero’s manifesto is not conducive to successful brand strategy and growth. “While it’s good to champion new platforms and ‘innovation’ like Vero, there are also business realities that need to be considered whether you are a large company or a small one,” Armstrong cautions.
Should brands completely nix the idea of hopping on the bandwagon? Not necessarily. Hayley Jennings from prnewsonline offers insight on what Vero’s growth could mean for business. Because content is based on time of posting and not engagement, smaller brands could have an opportunity to gain visibility in places they couldn’t before. “Everything is presented in reverse chronological order, which is attractive to micro-influencers and smaller companies that have found their content overshadowed by larger brands that can afford paid promotions,” she explains. If brands choose to dive in, it is important to remember that Vero is about being thoughtful and authentic, and marketers must avoid the common advertising language in order to entice followers.
So what is the bottom line? At Black Oak Creative, we think that until Vero has established itself and laid down roots among the giants, it’s best to keep chugging forward with current strategies and keep an active eye on the newcomer. Only time will tell.
At the core, Vero’s ambition is to resurrect authentic community and collaboration by putting the baton in the user’s hands. It does so by celebrating people’s passions without pesky algorithms, ads or bots and giving the user control over what they share and who they share it with - just like real life. The fabric of the platform eliminates unwanted, unrequested information - hence why millions of users are flocking to Vero.
Though it was originally launched in 2015, Vero’s “sudden boom can be attributed to several factors, including the decline of its higher profile rivals and lack of enthusiasm for ad-driven social media sites as a whole,” Luke Britton from NME says in an article. “It’s no coincidence that Vero’s rise comes on the back of Facebook’s well-documented woes and Kylie Jenner signaling the supposed end of Snapchat.”
The question now looms of how brands and businesses will enter into the sphere. Some people are adamant that companies steer clear of the anomaly. “Advertising is a necessary evil and without it - even with a firm subscription model - anything is unlikely to do anything other than burn money,” Paul Armstrong from Forbes said in an article titled Why Businesses Shouldn't Use Vero. Because of the current state of the market for digital experience and social advertising, some believe Vero’s manifesto is not conducive to successful brand strategy and growth. “While it’s good to champion new platforms and ‘innovation’ like Vero, there are also business realities that need to be considered whether you are a large company or a small one,” Armstrong cautions.
Should brands completely nix the idea of hopping on the bandwagon? Not necessarily. Hayley Jennings from prnewsonline offers insight on what Vero’s growth could mean for business. Because content is based on time of posting and not engagement, smaller brands could have an opportunity to gain visibility in places they couldn’t before. “Everything is presented in reverse chronological order, which is attractive to micro-influencers and smaller companies that have found their content overshadowed by larger brands that can afford paid promotions,” she explains. If brands choose to dive in, it is important to remember that Vero is about being thoughtful and authentic, and marketers must avoid the common advertising language in order to entice followers.
So what is the bottom line? At Black Oak Creative, we think that until Vero has established itself and laid down roots among the giants, it’s best to keep chugging forward with current strategies and keep an active eye on the newcomer. Only time will tell.
