Created in 2012 VSCO is a photography app, that is revolutionizing the way Gen Z are taking pictures. The app gives the youth a chance to take professional quality photographs all from their smart phone. Named by Apple, “Best App of 2013” with over a million downloads its first week of being live. VSCO gives more options for filters than Instagram. With some of the filters are free and others are vary in price. Available for both Android and Apple smart phones.With built in filters for Adobe Lightroom and Apple Aperture, gives young photographers even more options to edit their photos.

To show how this app is affecting Gen Z, here is an opinion on the brand in the words of a teenager.

The Gen Z Voice: Natalie Says Tweens are Bored With Instagram.

Natalie Reyes, Age 14

“It’s almost like Tumblr and Instagram had a low-key baby. VSCO is many things- it’s a place to get different, better filters, it’s a place to share your own photography, and it’s a place to make yourself look 10 times better. However, the social media aspect of VSCO is gaining popularity as some people may be getting a bit bored with Instagram. The one benefit of it is the fact that it doesn’t force you to crop your photos, however, it’s not so much as a social media as Insta is. Of course, you still have your followers and whatnot, but likes and comments are nonexistent. Like I said before, it’s much more low-key. It’s what you put in your Instagram bio as if to say, “Yeah, I have an Instagram. But look at the other pictures I take, aren’t I special?” - Natalie Reyes

Immersive Take-Aways

When it comes to understanding Generation Z here are a few heuristics to abide by.

1. Make Me Look Good. “Aren’t I special?”.

Social Media in large has become a way in which individuals tell their personal brand to the world. Our meticulous posts, hours spent picking the right filter come down to one simple heuristic - Make Me Look Good. We want to look good in front of our friends and family. With VSCO, Gen Z has access to photoshop measurable results without the large cost of photo editing softwares.

2. Make it Easy. Make it Interesting.

VSCO has proven to be revolutionary by creating a product that has become easily integrated into the thriving photo sharing market with apps like Instagram. Essentially VSCO has a filter for every camera effect you could imagine and makes those effects easily accessible. VSCO makes it easy for Gen Z to express themselves more authentically and creatively by giving them a variety of tools to showcase their originality. Where there are fewer restrictions to what a user can create, this allows the user more flexibility and creativity.

“Thanks to a hashtag (#vscocam is added automatically when photos are taken or manipulated in its app), amateur photographers are also uploading their postage stamp-sized oeuvres at an astounding rate. Instagram alone boasts over 4 million VSCO-tagged images.” - fastcompany.com

Because it is easy to use, it’s features are especially appealing to the needs of GenZ through the integration of Instagram.

Immersive Youthvine Trend Feed

Immersive’s Youthvine Trend Feed showcases talented Gen Z community members who share their experiences and perspectives on technology, fashion, consumer products, the ever-changing social behaviors of their generation, emerging consumer trends, and the brands that are capturing the attention (and expendable income) of their peers.

What are your thoughts on VSCO?