Is Vero the new Instagram? Not according to Jules Lund

Lindsay Bennett
By Lindsay Bennett | 12 March 2018

Vero has been touted as the new Instagram in some circles, leading marketers to question if they need to get across another social media platform.

But Jules Lund, founder of influencer platform Tribe, is confident Vero isn't going to be the next big thing.

The ad-free app is similar to Instagram with a few unique quirks, organising its news feed in chronological order and boasting categories like links, books, movies and more.

Vero has risen to the top of the Apple Store in recent weeks, suggesting social media users may be looking for alternatives to established social media platforms.

Influencers have been flocking to the platform, fed up with the congestion of influencers on Instagram and the constant algorithm updates. 

Singaporean blogger Xiaxue, or Cheng Yan Yan Wendy, told AdNews at the recent Socialbakers Engage Bali event that she joined Vero out of frustration with Instagram.

Jules Lund is speaking at the AdNews Media + Marketing Summit

As one of the original Instagram influencers, she is seeing her followers and engagement continue to drop significantly on Instagram, she revealed.

But despite top tier influencers supporting Vero, Lund says it won't have an impact on Instagram's success.

"I don't think in this life time there will be another big social media platform," he says, in a video posted on his LinkedIn.

"$580bn Facebook is worth and if Google Plus can't rip of Facebook and Snapchat is limping away from a fight, and Facebook Watch is the new launched platform to go up a little bit against YouTube, and that's not proven yet... I don't think necessarily there is the option for someone to come in.

"No doubt if they have 100m users are downloaded over the next few months... But sadly what happens is the hype wears off very quickly and its already starting to do that and those non-loyal influencers aren't going to stick around as soon as something isn't great."

He adds that it takes an enormous amount of effort to migrate a social audience from one platform to the next.

"The greatest gift I can give you today as a marketer is this, you don’t have to worry about Vero. Just put your head down, you have other things to work on," he says.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Read more about these related brands, agencies and people

comments powered by Disqus