Let’s talk about Vero – an expert view on the latest social platform

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What is Vero?

Vero, a relatively new player in the social media app scene has been widely discussed in the news over the last couple of weeks due to an extreme spike in downloads, 3 million in latest reports. The app lets users post photos, share text and URLs, as well as recommendations for books, TV shows, and movies.

Why is Vero trending?

The recent rise of Vero’s popularity is not a surprise but rather a demonstration of a wider problem for the ad industry. The demand for Vero is said to have increased due to negativity towards changes on other platforms: Instagram’s algorithm changes, Facebook advertising, changes to Snapchat design etc. But, as opposed to the grumbling over the Instagram logo redesign 2 years ago, this time people are deciding to do something about it and are flocking to a different social platform altogether.

What’s interesting about the Vero hype isn’t the app itself, its functionality or longevity and this post is not going to elaborate on any of those. What it is going to focus on is the key part of the phenomenon – its cause – the mindset of the people who downloaded Vero over the last couple of days.

Social media is proliferating

We live in a mobile-first era of ever-changing forms of communication. Facebook is no longer the only player in the social media market, watching videos on a mobile is the norm, VOD is overtaking traditional TV; technology is changing the landscape and shaping user behaviours. We now have a choice; do we deny that change and decide not to embrace the digital world or do we get ahead of the game and try to understand and respond to it? Vero, in my eyes, is a response to poor quality omnipresent Facebook ads, to the change in Instagram’s algorithm scrapping the chronological order of posts, to a Snapchat redesign users hate today and will love tomorrow.

Creativity and relevance are key

What the Vero hype demonstrates is people’s frustration over not being in charge of what is posted on their social media channels. Now, more than ever, it is expected that content will be personal, relevant and engaging specifically to the user. The message to advertisers is loud and clear – BE MORE CREATIVE with your content, stop producing banner ads which are not native to the platform they will run on, don’t just post the same video on all channels and hope one of them sticks, design with mobile in mind – if it works on a mobile screen it will work elsewhere. Vero is not the first and won’t be the last shiny new thing; so until we understand, and convince the brands we work with, that better adverts result in longer term gains we will keep seeing a drop in audiences trusting and willing to engage with brands.

This article was written by Marta Safin, Social Account Director, Fetch