Vero is the new social media app that everyone’s talking about, but is it worth your time and investment?
What is Vero?
Promising “less social media, more social life”, Vero is the new kid on the block. Although it’s been around a while, ‘influencers’ have flocked to the platform over the weekend and now it’s being touted as ‘the new Instagram’.
Boasting a lack of algorithms and the ability to sort your contacts into categories (acquaintances, friend, close friend and followers) Vero can appear like an encouraging place for a brand to grow. Should you be fooled by the hype?
What are the positives of Vero?
Launching itself as an anti-Facebook app, Vero promises no algorithms for it’s users. It’s also stating that promoted content won’t be an option. For users, this is a huge deal – especially those that still aren’t happy about Instagram’s algorithm coming into play.
Users are presented with chronological content as and when it happens in their network – just like the old, but not forgotten, days of Instagram.
Establishing your ‘tribe’ is much easier on the platform than on others, with the ability to rank your connections. With this comes a simpler way to decide who sees your content and when. With this function built in from the beginning, there should be a lack of privacy concerns further down the line. Although this feature is also offered by Facebook, it’s much harder to control than on Vero.
For the first million users it’s promising free lifetime access – which goes some way to explain the sudden surge in signups to the platform.
What are the cons of using Vero for a brand?
First off are the Ts&Cs of using Vero -creatives joining on the site are concerned that the company have the right to use the content posts there, without paying royalties, forever and anywhere.
Secondly, with the surge of registrations came issues with the platform handling the new load. “Apologies again for the issues we’re having. We’re working to restore things. We really appreciate your patience.” reads a tweet from the Vero account on Saturday.
“We’re experiencing an outage due to heavy load,” says another from Sunday.
Finally, with users being charged in the future, is this really a place for your brand?
“We made our business model subscription-based,” reads the Manifesto on Vero’s website, “making our users our customers, not advertisers”.
Eventually all users (after the first million) will have to pay an annual fee to get onto the site. Companies will also have the option of a “buy now” feature on the site, of which they will be charged a transaction fee.
So what’s the problem with charging users?
It can be hard enough on Facebook, Twitter, Instagram and others for your brand’s voice to be heard – but you still have the basic rule of social media working for you: Simple word of mouth.
Charging users to use the platform won’t guarantee that word-of-mouth endorsement – and will limit your audience.
Social media users are used to enjoying the platforms and keeping up with friends and family for free – asking them to invest in a membership for a new app is a risk, and one I don’t see paying off anytime soon.
Vero’s growth will be an interesting one to keep an eye on – more so once the free user capacity is reached.
Will you be using Vero? Do you expect it to grow? I’m keen to hear your thoughts in the comments!