What Is Vero? And Why Should You Care?

By Jill Mader & Adam Barrett

Friendster. Ello. Peach. Mastodon. There’s a new addition to the graveyard of failed social networks every few months. (Pour one out for MySpace, while we’re at it.)

The latest to launch is Vero, a new app that calls itself “true social”. The network saw such an increase in sign-ups this past weekend that the server failed. So, what is Vero? And should your brand care?

What It Is (And Isn’t)
Vero (meaning truth in Esperanto) is a social media platform that has been active since 2015, but only recently picked up momentum — as well as its reputation as “The New Instagram.” That said, Vero is more than just photos and videos, it’s a “relationship first social network,” one with a goal of “aligning physical world relationships with the online experience.”

While this is an interesting angle on social media, the real appeal of Vero for many users is its lack of ads and algorithms, as well as its chronological newsfeed.

“We don’t curate it, manipulate it, insert advertising in it, or hold back posts. You see what has been shared with you, when it’s been shared with you.” Vero says.

This is a marked change from other social platforms, such as Facebook and Instagram, which have moved away from the chronological newsfeed in recent years. These changes have seen their fair share of pushback, with many users complaining about missing posts, being inundated with ads, and no longer enjoying the user experience.

With a clean, chronological newsfeed that is free of paid advertising, Vero makes it easier to share content and have it seen by other users. The app features six categories: Movies/TV, Music, Books, Places, Photos, and Links. It also allows users to choose exactly who sees what they share. This is done by categorizing audiences into four categories: Close Friends, Friends, Acquaintances, and Followers.

Ultimately, Vero believes giving users the ability to easily choose who can see their posts will provide everyone with a more authentic, enjoyable social media experience.

Vero doesn’t feature paid ads, so businesses will have to rely on fresh, engaging organic content to gain a following on the platform. It does allow you to incorporate a “Buy Now” button, where users can access the products mentioned in your posts. If clicking through results in a sale, Vero will take a percentage-based commission on the transaction.

Should Your Brand Be There?
Not yet. Vero is a response to what’s wrong with current social networks. And in the eyes of many users, the problem with social giants like Facebook, Instagram, and Twitter, is advertisers. It’s brands. It’s you.

We know that the best brands on social media have crafted a content strategy that’s not intrusive, but helpful and fun. If your brand posts content that’s inspiring and informative it won’t be seen as a nuisance by your audience. But #fakenews, annoying algorithm changes that favor advertisers, viral memes, and pervasive online harassment, have caused social media fatigue among users. Vero is a reaction to—and result of—that fatigue. A brand that’s an early adopter of Vero should tread carefully. Posting content that’s too promotional or brand-centric will be received as opportunistic and out of touch with the network’s audience.

It’s still too early to know if Vero will be one of the lucky social networks that sticks around. Until then, it may not be worth the time and resources it would take to build a presence on the channel. If your time is already spread thin by maintaining an engaging presence on existing social networks, wait and see if Vero keeps its momentum before integrating it into your ongoing strategy.

If your brand is determined to join Vero, adapt your tone and strategy to match that of the network.

Be playful, fun, and share a variety of posts. Simply sharing links to your own website won’t fly here. Understanding the intent of Vero and working creatively to fit within that space will be your brand’s key to success.

VERB Interactive is a leader in digital marketing, specializing in solutions for the travel and hospitality industry. Find out more at www.verbinteractive.com.