Can VSCO dethrone Instagram for Gen Z?

Just to be clear, we’re under no illusions that VSCO’s rise will lead to a drop in Insta engagement. On a daily basis ‘Isntagramers’ publish over 95 million photos and dole out a enormous 4.2 billion likes, but this virality and popularity is what often proves to be its downfall with young people.

Countless studies have shown a correlation between the pressures of social media and mental health disorders including anxiety, depression, and body dysmorphia, which are particularly pertinent with young and impressionable users looking for validation. But these now customary features are entirely absent from VSCO.

Instead, loyalists claim that VSCO focuses on unlocking the ‘artist’s’ (not user’s) flair and creativity, which resonates strongly with a young generation eager to express themselves. If Insta is often seen as a high-pressure environment for groups of youngsters, then VSCO is a low pressured haven for originality.

For the time being, Instagram isn’t going anywhere and VSCO have yet to become a platform that has a real value proposition to offer brands. But marketers would be remiss to ignore the pitfalls of Instagram’s often dangerous mechanics.

Gen Z are becoming increasingly wary of social pressures gnawing at their self-esteem, and VSCO could be giving us a glimpse into the social media platforms of the future.