Tech
VSCO hopes its new editing feature will convince more people to pay for a subscription
VSCO, the social media network and photo / video editing app, is rolling out a new feature globally today that it believes will set it apart from all other sharing apps. photos and videos. Called Montage, the functionality allows paying members to modify photo and video together on the same canvas, creating a collage effect. They can choose to make their creation in a portrait, landscape or square format and can choose from photos or videos in their filmstrip to add to their scene. They can then extend this scene in several moments, up to two minutes, so that the whole collage changes. Creatives are saved as a .mov file if they involve multiple scenes and moving pictures, but if they are only one scene with still images, they will be saved as .jpg.
The VSCO team demonstrated the functionality for me last week, and it is an editing format that I have not seen before. The aspect of the content seemed familiar, probably because it creates a collage, but other social media apps, namely Instagram, don't give users the power to edit their content the same way. The VSCO team says that Montage came from user research in which they learned that people are using multiple apps to achieve the same effect. They thought they could bring editing into the app, thus making the process and content resolution easier, since it is not processed by multiple apps. Since VSCO is one of the first mobile apps to try to generalize this format, his team hopes that people will come to the app and pay for access to Montage.
We also hoped that it would become a new format, defined as a montage, that could go beyond the VSCO ecosystem, says Maggie Carson Jurow, senior product designer at VSCO.
VSCO charges $ 20 per year for a subscription, which also gives subscribers access to additional filters and borders. The team would not say if it is committed to this price, especially now that its launch Montage. Instead, he said he was ready to revisit the conversation, especially given his team's research on pricing.
The team seems to be focused on the idea of nailing their subscription plan and making it useful. Editing tools seem to be how they think they will differentiate, and they recognize that people generally use VSCO to determine the content they prefer, which they then share on Instagram or elsewhere. It's fine by VSCO, as long as they know how to come to the app for subscriber tools, starting primarily with Editing.
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