A conversation with the CEO of VSCO: 'A VSCO girl doesn’t define everyone on VSCO. Yeah, it defines a group that’s there, for sure, but there’s so many more.'
Photo: Billy H.C. Kwok/Bloomberg via Getty Images Over the summer, the photo-editing app VSCO probably got more organic, word-of-mouth exposure than it’s received in its entire eight-year existence, all thanks to a meme: the “VSCO girl.
What is the balance between supplying professional-grade photo-editing tools to amateurs, and also pushing this “authenticity” thing? I guess, in reading all of these stats, maybe some of the behavior seems unique to online spaces, but I don’t know … When I was a teenager roughly a decade ago or whatever, I had anxiety about social stuff. I worried people were going to make fun of me.
If you’re analyzing user uploads and recommending things similar in some way, how do you avoid everything sort of looking the same or everyone just sort of like trending in the same direction? Or do you want that? So given all that you’ve said about being creative, comparing yourself to each other, etc., is it weird that there is an archetype for someone that uses VSCO? Does that run contrary to your operating philosophy?
Julie Inouye, a VSCO communications rep, who came in during the interview: The firm we did the study with is run by Gen-Z people. And one of the things they told me is that, when you or I go on a flight, the last thing I’m doing is using that time to be super-productive. They download, apparently, hundreds of photos, so that they can then edit those photos and reedit things that they’ve done before on a long flight. These are the kinds of behaviors that are so unique to them.
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