Marketing & Communications Briefs

Fourteen Social Media Advertising Lessons Inspired by Vero's Success

June 05, 2018

With the recent controversy surrounding Facebook oversharing users’ personal data, a lesser-known social media app is surging with downloads, according to a report by CNBC. The app, Vero, promises never to share personal data and to stay ad free, making it a new favorite among those who want the feel of Facebook without the risk.

As Vero reaches new popularity with users, companies need to consider the efforts they are making to keep customer data safe. Using social media platforms can put personal data at risk, and your marketing efforts need to reflect transparency when collecting data or using tactics that your customers may not be comfortable with.

Fourteen members of Forbes Communications Council weigh in on what brands should learn from Vero’s success when it comes to their own social media advertising efforts. Here is what they had to say:

1. Listen to your consumers

Vero identified two important things that annoy users on platforms and decided to leverage them as a benefit. No one likes being inundated with ads. I remember clicking on a car ad by accident and being hit nonstop on all platforms by the brand. I wasn't even interested in buying a car, nor do I like that brand. Also, conscientious users are bothered by platforms' collection and selling of data. Edward Bourelly, OMNI-CULTURE MARKETING, INC.

2. Reach your audience in an authentic way

As marketers, we tend to get excited when there's a new platform on which to share our message, but we have to be careful when it comes to social media advertising. A key learning from the interest in Vero shows how consumers want to engage on social media, and this creates a unique challenge for brands to be more organic with their efforts to reach their target audience on social platforms. G'Nai Blakemore, Mattress Firm

3. Focus on value and the rest will follow

Vero's exploitation of two of social media users' pain points exemplifies one thing: If your brand's social media presence drives value for customers, they will follow, listen and interact. Users want to have control over what they see on their feeds. Ads, regardless of how native or relevant, are still seen as "something I didn't ask for." Social media success will come if you focus on adding value. Megan Murray, The Conference Board

4. Disrupt, but don't interrupt

Audiences are no longer willing to tolerate interruptions. We have to entertain and inform, or move on. Brands need creative messaging that complements the experience the target viewer is having on a social network. Create a micro-content experience that leaves the consumer wanting more, instead of one that crams the maximum amount of info about your product into the given time or space. Ken Gibbs, Viacom

5. Demonstrate business integrity

Being bombarded by ads and hassled by random companies because their data was sold to them feels like a violation. That's why Vero claiming not to do either is a welcome change. It remains to be seen whether the app's business model can sustain this claim, but other brands could certainly learn that demonstrating business integrity is what customers are looking for. Tracey Grove, Microsoft

6. Engage today's readers with confidence

Vero signals an interesting trend: Technology and social media have changed writers and readers, and today there are more writers than readers. In self-defense mode, readers have mobilized and become increasingly digitally savvy, demanding real value. This trend will only intensify. The best way to influence it is by providing more convenience and value to our readers in a trusted and transparent way. Svetlana Stavreva, ibm.com

7. Talk about what you stand for

Vero doesn't just offer a social media platform, they also have a political platform: its stance on personal privacy and freedom from advertisers. Front and center on its website is its manifesto. Vero's features aren't that distinct, but its credo is—and it's winning over users. As marketers, we shouldn't just talk about our product's value; we should also talk about our company's values. Brandon Ortiz, Salesforce.org

8. Use digital ads and influencer marketing in tandem

I think it's too early to call Vero a success. Making it to the top of the app store doesn't guarantee Vero's longevity as a social platform. What it has proven is that influencer marketing and digital advertising are key to capturing attention and getting downloads. Using both in tandem can get you that spike, and a proper long-term strategy can sustain an upward trend. Kriselle Laran, Zeno Group

9. Prioritize human implications

Continue to evaluate and prioritize human implications and desire for connection. Once the bottom line overtakes the heart of the brand, you risk losing your audience. It's a fine line, but provide benefit and connection with your content rather than solely sales. Ashton Belk, Agile For All, LLC

10. Build a loyal audience, not traffic

Publishers and websites should be hyper-focused on building audiences who are loyal to their brands, instead of worrying about growing traffic. By creating content that resonates with your audience, you are more likely to survive constant changes. If you choose to serve ads as a way to monetize your app or site, make sure you are choosing options that allow for personalization of content. Charlie Terenzio, revcontent.com

11. Remember, timing is everything

More than an advertising strategy, the biggest lesson to be taken from Vero's success is timing. With a prevailing emphasis on fraud and fake news, Vero launched at the right time with the right model. Vero has managed to capture what consumers are craving right now: authenticity, trust and control of how they choose to engage with a brand, rather than being targeted based on behaviors. Jennifer Kyriakakis, MATRIXX Software

12. Keep it simple

Consumer needs are in a constant state of evolution. Social media outreach, like all marketing, must speak to what consumers are looking for—whether value or entertainment—and deliver it to them in a simple and trustworthy way. Approach marketing from the lens of the consumer, not the business or the brand. If the product-market fit is strong, your offering will rise to the top. Serge Vartanov, AutoGravity

13. Be cautious

I am not a Vero user, but I'm skeptical. Companies need to survive and they do that either by collecting subscription fees or offering free service with ads. Vero is a subscription-based model, but how many people will choose to pay? Sure, bold statements are great marketing, but any product, no matter how good, is short lived unless there is long-term sustainability. Anshu Agarwal, Cedexis

14. Slow your roll

Hot social media apps have come and gone as quickly as their viral spike. Vero seems to be another social app that has received plenty of attention, but has since fizzled out. What brands can take away from such experiences is to pay attention. That doesn't mean jumping in and creating a business account so you can quickly stake claim that your company is a trendsetter. See what makes sense for your company. Chris Baccus, Caruso

This piece was originally published by Forbes.