To be clear, Gen Z (and millions of other users worldwide) still love Instagram. Given the similarities between VSCO and Instagram (a focus on photography, a social sharing function, etc.), these stats beg the question: Could VSCO be Gen Z’s next “it” platform? (We’re careful not to call it a social media platform, something VSCO has made it clear that they are not intending to be.) Social media, social anxiety, and how VSCO got a leg up on Instagram with Gen Zs That means over 750,000 Zs are willing to pay $20/year for the app.

In April 2018, VSCO surpassed 30 million overall users and 1 million paid subscribers, a whopping 75% of which are Gen Z. Recently, though, it’s gained traction with a much wider audience-including Gen Z. VSCO earned its stripes among photography enthusiasts early on, maintaining a steady spot among the app store's top 15 photography and video apps since its initial 2011 launch. The app offers both free and paid subscriptions, the latter of which rings in at $20/year and offers a wider range of filters than the free version. Introducing VSCO: a photography editing and sharing app conceived by Visual Supply Co., a company that got its start building photo editing tools for Apple and Adobe. But, an up-and-coming photo editing app that’s a hit with Gen Zers might finally give Instagram a run for its money. For years, Instagram has reigned supreme over image-based app platforms.

Vsco image