The application VSCO positions itself as an "antisocial" social network: you can not leave comments. You can not "like" the photo. The only thing you can do is subscribe to photographers whose works you admire. The VSCO team carefully selects photographers for whom you can subscribe.
As I wrote in previous Social Media Monitoring post, the VSCO has big communities on Facebook, Instagram, and It has a channel on YouTube. The total number of followers on social networks is about 5 million people. Those numbers are important for the success of VSCO’s digital marketing strategy. By posting engaging content on a regular basis, the company is able to demonstrate value in becoming a subscriber and be a user of the application.
Strengths
The market
for photo editing applications is oversaturated, but there are no really good quality applications with minimalist design, made specifically for the
creative industry workers.
VSCO has a
global mission to set industry standard.
To achieve
this, company focuses on
-
a
minimalistic but stable user interface
-
the
creation of new image processing technology
-
the
ability to watch the work of other photographers through the functions of Image
Library and Discover and be inspired
Also, VSCO
has a really strong team. There are people who have worked with large customers
from Apple and MTV to Xbox and Adidas.
VSCO CAM has 48 filters, divided into groups, for example, "Portrait" or "Film"
The
application allows you to adjust almost all the settings of the picture - from
contrast to grain.
A separate
part of the application is VSCO GRID, a platform for photographers open by
invitation.
VSCO regularly arranges collaborations with famous photographers and magazines.
The App received a viral effect on Socian nets through the bloggers and photographers.
Weaknesses
The App has no disadvantages. The only one thing is lack of communication between VSCO and the users.
Opportunity
With the increase in the using of smart phones and the Internet, digital marketing industry is growing. Many marketing professionals who create content for companies very often use VSCO Cam. With Its digital services for photo and video editing VSCO can generate great revenues from the growing marketing industry.
VSCO attracts the attention of investors which means the company is constantly developing. The service receives $ 40 million in round A from Accel Partners. This is the fifth largest round in which the investor has ever invested. Goldcrest Investments also joined the funding.
Also, the company attracts attention by providing grants to talented photographers. At this moment, the grant amount is 1 million dollars to help creators around the world move their projects from a dead end.
Through the course of many conversations, we realized how closely aligned our visions were for creating a strong, creative-centric ecosystem that focused on art and artist. We’ve been cash-flow positive from day one, without the need for any external investment, but as our community has grown, so has our desire to develop new products, improve our international infrastructure, and increase our investment in the Artist Initiative
Threats
VSCO faces
intense competition from many companies for most of its products and services.
Many products from open source enterprises pose great threat to the company;
for example, the digital media segment of the company faces threat from major
social media platforms including Facebook, Twitter and the like.
VSCO receives
confidential information from its customers that is vulnerable to viruses,
malicious software or hackers that may breach the security system of the
company. This sensitive information if leaked could be used by third parties in
illegal deeds or fraud and could result in a bad reputation and decline in the
brand name and customers of the company.
The modern world is constantly changing and there is always a risk that the service will become irrelevant.
Recommendations
I would suggest to more engaging with the users, especially on the social nets, because as we have learned from the book "Groundswell", the success of the brand is listening customers and interaction with customers!
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