Toward the beginning of 2018, the new social media platform Vero started creating quite the buzz in the social media and digital marketing world. Vero calls itself a “True Social” experience and states that it is meant to give people real control over what they see and who they share it with. Its systems are set up to create you your own personal environment within the platform, with search technology, sharing capabilities, and even content creation that can be tailored to your personal preference in each individual situation. The content base is similar to Instagram in that it is more image/video based. But, users are also able to share music, books, movies, and more entertainment related content. One of their most interesting information points is that the feed you will see when using Vero will be entirely created and curated by you. They state “That also means there’s no algorithms and no data mining. Ever.” This is an intriguing statement because it leads into one of the reasons this platform first picked up so much chatter – Vero does not have ads on the platform.

Of course, the main way the platform accomplishes this is by charging people for their accounts. However, it is important to note that, when the service first launched, they offered a “Free For Life” promotion to the first million users. Because the platform became so popular so quickly, the system experienced a lot of glitches from people streaming in to create their accounts and get the offer. Because of this, Vero extended this offer has until further notice (offer is still available at the time of this post in mid-April 2018). Account pricing information is no longer even available on the website at the time of writing this post. The social media platform has also been picking up potentially negative attention for other reasons not related to its stance on ads. But Vero does still seem to be picking up popularity. The fact that this platform did make such a splash is potentially concerning for the digital marketing world as well because it could signal a shift in the social media consumer mindset. Right now, we are in a world where people are becoming increasingly aware of data mining and the idea that most social media platforms make their money through ads. Although the platform has only been popular for a few months and could potentially fade away like numerous other social media platforms that have appeared over the years, it is still something that anyone in social media/digital marketing will want to keep an eye on.

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