There’s a new kid on the social media block. Except it’s an old kid, riding a wave of chit-chat on Twitter and Instagram. It’s called Vero and the big question for digital marketing experts is, should you be on there or will it be another Google+?
It’s early days but there is an opportunity to build and maintain brand loyalty in a unique and informal manner – as advertising is banned on Vero. The app – which launched in 2015 – shot from nowhere to the top of Apple’s UK store last month amid a backlash against Insta. The sudden emergence from the shadows came in the same week Snapchat saw $1 billion wiped off its stock market value on the back of Kylie Jenner tweeting:
“So does anyone else not open Snapchat any more or is it just me?”
That, if anything, proves the value that social media marketing can add to your business. Vero quickly grew to three million users within days, opening up opportunities for digital marketing agencies to engage customers for their clients in a new way. It abandoned the “one-size-fits-all” approach favoured by the current big brands, saying it has left us with a false sense of connection. Instead, Vero gives users more control over who sees what, differentiating their status as friends and followers. You can choose to have either or both, depending on whom you want to reach, which represents an opportunity for tailored digital marketing on social media.
You’ll be able to pick which audience sees your content each time you post, allowing differentiated retail marketing messages. The timeline is like the old-style Instagram one, the chronological order that many users are still mourning. Posts can be photos, text, URLs and recommendations for music and TV shows. Vero, which means “true” in Latin, says all this allows people to be themselves. There’s no ads on the service. Instead, users are charged a subscription, although it’s free for life for those signing up at the moment (CHECK). And businesses are able to add a “Buy Now” button to their posts, although Vero takes a percentage of the sale.
The social media newbie is enjoying success among Gen Z users – those born in the late 90s and early 2000s – who are turned off by advertising. Indeed, 31 per cent of members in that age-group use ad-blockers. They prefer to listen to the recommendations of influencers. And Vero says it is already seeing influencers sign up to feed the Gen Z crowd’s appetite. So Vero offers a great opportunity for brands to work with the people who shape the way youngsters think.
This would allow cutting edge products to establish themselves with early adopters, and established brands to “get ‘em while they’re young” and build consumer loyalty. At this stage, there’s no knowing whether Vero will turn out to be another Google+. But the chance to keep a generation who don’t respond to advertising onside may be too great an opportunity to brands with foresight to miss.
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