Last year I discovered that one of my favourite filmmakers, Max Joseph, had teamed up with new social media app, Vero, to produce a movie called ‘Dicks’. In this short documentary, Max sets out to explore whether or not you have to be a ‘dick’ to be an successful movie maker.
There was one clever catch though — you had to sign up to Vero if you wanted to watch Max’s movie. At the time I thought this was a pretty clever way of on-boarding new users. The app was designed to enable people to share creative content that they’ve produced as well as links to books, movies and music that other’s have produced.
Expanding on what I wrote, earlier this week (What’s happening to Instagram?!), about a platform requiring “an engaged population of active, real and recurring users”, it also really helps if the platform provides a nice context for engagement - some meaningful reason to get involved and, even more importantly, to stick around.
Facebook, as a social network, worked really well in the early days because it provided a relatively safe place (a private college network) for users to share content. Instagram became a hit because it allowed people to simply share their favourite photos with either just approved followers or the entire world but still without sharing too much about themselves.
Vero is taking the best of these concepts by tightening up on the type of content that gets shared (i.e., specific forms of created and curated content) and by giving users greater control over how other users get to interact with them. It also helps users to better control who they share with by defining networks around friends, acquaintances and followers.
And it appears to be exploding right now as evidenced by the challenges it seems to be having trying to multiply it’s servers to add enough capacity to keep up with the demand of so many new users trying to clamber onto the platform over the past few days.
My own Vero account started to buzz yesterday and has been going nuts, ever since, as loads of new users are apparently rushing to join from within my network alone!
What’s causing this sudden ‘uptick’ in demand?! I think this is possibly largely a response to a desire for a new way of doing old things precipitated by some combination of the following issues that have been brewing for quite some time now:
- Over the last year or so ‘Fake News’ has arguably made absolute disaster areas out of Twitter and Facebook
- LinkedIn has long since allowed irrelevant adds and posts full of self serving serving nonsense and announcements to pollute it’s newsfeed. In recent years it has largely facilitated the broadcast of self promotion in the form of updates relating to questionable achievements by people who always appear to be honoured to be attending some spurious marketing event or for featuring on some top 100 list or other in an even more questionable online publication. The biggest mistake LinkedIn appear have made is opening up video uploads for the masses. It’s just embarrassing to see so many stolen videos being used in an attempt by some users to artificially inflate their engagement numbers
- Instagram (as I wrote about Sunday) seem to be focused on pushing fake and irrelevant ads these days while restricting access to the content being created by the people that users actually sign up to follow (i.e. their mates and people who inspire them).
- The general plague of bots, fakers and fraudsters (see my recent most on that subject here) that seem to populate all of the aforementioned platforms. Worse still, not only is this a very real and disturbing issue, judging by the ads that all of these platforms seem to now be constantly pushing at us, it appears that the platforms themselves actually love these jokers because they are the only one’s who seem to actually pay to advertise on their platforms.
The world, more than ever today, needs a safe place to hang out online where great quality creative content can be shared in the hope of identifying like minded people, new ideas and to find and share inspiration amongst peers. A place where one can share creative content and not be disturbed by nasty people, fake stories and seriously questionable advertising.
Even Mark Zuckerberg spoke, 12 Jan 2018, about Facebook’s desire to try to better facilitate meaningful connections between friends and families across communities when he announced the proposed updates to Facebook’s News Feed’s modus operandi. In simple language, we’re all just looking for a better, simpler way to connect!
Is Vero the answer to this problem or need? Who knows, so far it would appear so but ultimately, only time will tell… What do you guys think? Have you tried out Vero already? What do you think of it? Let me know in the comments below or message me directly here!