The little blue checkmark that was once a status symbol on social media is no longer sought after. Being verified helped public figures with impersonation, while businesses and content creators used it as a form of social credibility.
Now that it can be bought for a price, verification on social media platforms is no longer something people strive to achieve.
In late 2022, Twitter unveiled Twitter Blue, a premium subscription service that adds a verified symbol to your account, pushes your account to the top of mentions and replies, and grants early access to select features for the starting price of $8 per month (web only).
This was soon followed by Meta announcing Meta Verified, a subscription bundle for Instagram or Facebook. Their subscription starts at $11.99 per month and offers access to exclusive features on Instagram Stories and Facebook Reels, boosted visibility on feeds, and direct customer support.
There has been pushback since the announcement, with many raising security concerns—you now have to be a Twitter Blue subscriber to have two-factor authentication (2FA) on your account—and the lack of customer support which was already challenging to reach on Instagram, now putting paying subscribers above all platform users.
Is paying for verification worth it?
Joining a paid verification service may provide some advantages, but it won’t guarantee success on social media. These subscriptions are here to stay, but there is a lot to still be seen with the implementation of paid verification and whether brands will see a return on investment from the service.
Surely some might view a paid social media subscription as a business expense, but people still value authenticity, which might come into question considering the public’s reaction to platforms unveiling these services.
You can still build an online presence and grow an online community through trusted strategies, genuine engagement with your audience, and creating valuable content that your target audience wants to see. Understanding your demographic and where they spend their time online is the first step, but staying up-to-date with the latest news and trends, and adapting to new features, is just as important.
Working with a marketing partner who specializes in social media strategy can help you reach a broader audience and build a thriving online community with fans who rave about your business. Book a Discovery Call with us to learn more about our social media services and how we can take your branding to the next level!