Many technological things have changed since the rapid rise of social media. There have been multiple applications that emerged due to this rapid change. Since social media has become such a large part of our daily lives, people use it almost as a diary of their best moments. Then thing about that is, it isn’t even the organic “truth” of their best moment. When I say that, I am referring to how people are now editing their pictures with filters, teeth whiteners, and other applications to make it a glorified truth.
The main editing application that comes to mind is VSCO. VSCO is a social media outlet where people can post pictures with the idea of it being more of a photo album as opposed to a profile page. People can post things from selfies to landscape shots, much like Instagram, but there is little to no feedback on pictures. It seems that the idea behind VSCO is more about just sharing cool and interesting pictures. With that said, the application gives you the opportunity to change your pictures with their preset filters or you can create your own. You can change things from the contrast, saturation, grain, and so on. This allows people to make their pictures more vibrant or dull to the mood they are trying to portray.
Many people may use VSCO for the media outlet it was created for, or they may just use it to edit their Instagram pictures. I like posting landscape shots on my VSCO, but I will say I am a culprit to using the app for my Instagram pictures. I am able to make bright colors brighter and make backgrounds darker so there is a main focus. In doing so, I realize that I am making my own picture a glorified picture of itself. Where you would have seen shine on my face, you do not see it anymore. Where my hair looked a light brown in the light, it now almost looks black.
The technology of these applications is incredible that it is able to make an ordinary picture beautiful and enhance the beauty of things such as a sunset, but as marketers, it does make it much more difficult to understand someones persona if you were to solely look at their social media. Again, people will not be as raw and show you the bad parts of their lives. For example, a mother will post hundreds of pictures of her children and how healthy and happy they are, but will never post that she stays up all night taking care of them. Marketers are now having to stray away more and more from peoples social media profiles because they do not tell the whole truth. Of course, someone will be able to market a certain product or service to someone based on their profile, but it may just be more interest rather and an emotional connection to the person.
Social media has changed a lot of things and the importance people put on it makes others want to enhance their page. It may make your profile look cool and pretty, but it makes it harder for marketers and they are having to find different ways to market to their clients. Applications like VSCO are only part of the changing social media personas marketers have to watch.