Facebook has long held the crown when it comes to being the world’s biggest social networking site. Worth more than half a trillion dollars and boasting six subsidiary apps, including Instagram and WhatsApp, it is certainly the Goliath of the industry.
So, when a new application, less than three years old, is marked as a potential major competitor, we tend to take notice.
Enter Vero, a social media app designed to give users a “true social” experience. It prides itself on being everything Facebook has left behind – ad-free, unfiltered by algorithms and a provider of true connections. After all, ‘Vero’ means ‘truth’.
Launched back in 2015, the mobile-only app was created specifically to combat the ‘false’ connectivity that Facebook and its subsidiaries represent. Every user can be creator and consumer, much like Instagram, but the connections you make are not limited to liking, following or friending another user.
While the app is still in beta and under development, many creators are flocking to it because of its ‘never miss a post’ appeal. Unfortunately, the hundreds of thousands of new users that have joined in recent weeks have caused crashes, service delays and a change in company policy.
Originally only the first million users would get full access to Vero’s ‘true social’ network, but with the interruptions persisting, new users can sign up for free until normal service is resumed. The fact that Vero is designed as a paid subscription service may be its downfall or may provide a level of exclusivity that followers enjoy on existing creative platforms like Patreon.
New applications such as Vero throw up a lot of questions for the industry and allow us to look back on the development of social media and how it connects us. Where the internet was once a thriving sprawl of new ideas, mega-platforms like Facebook have helped (or hindered) the web by joining billions on a single domain. Up-and-comers like Vero shake things up and even though it may collapse under the pressure of the new user surge, controversy surrounding its development team, or be bought out by one of its bigger competitors, valuable lessons can and should be learnt from the gap it fills in the social media marketplace.
Due to its fairly small user base and lack of paid-for advertising, Vero is unlikely to become a staple of the online marketing community, but as it grows and adapts to its larger place on the internet of things, it’s certainly one to watch for businesses and influencers with dedicated followers.