Elon Musk caused a stir when he began charging people for blue checkmarks on Twitter. Met with sharp criticism, Twitter Blue was seen primarily as a new revenue stream for a struggling company. It’s too soon to know if Twitter Blue will succeed, but it has two big supporters — Mark Zuckerberg and Meta.
Meta recently announced Meta Verified, a new subscription bundle that combines account verification with impersonation protections and access to increased visibility and support. Like Twitter Blue, Meta Verified — $11.99 on the web and $14.99 on iOS and Android — validates you (after you fork over the money) with a blue checkmark. If you are already verified, there will be no changes.
With Meta Verified, you get:
- A verified badge
- More protection from impersonation with proactive account monitoring for impersonators who might target people with growing online audiences
- Help when you need it with access to a real person for common account issues
- Increased visibility and reach with prominence in some areas of the platform – like search, comments and recommendations
- Exclusive features to express yourself in unique ways
One of the complaints about Meta Verified is that many of the security features should, in many users’ minds, be free.
But setting that concern aside, there is one benefit being offered by both platforms that brands and influencers alike should take note of: increased visibility and reach for those with blue checkmarks.
Meta Verified users will experience increased visibility and reach in search, comments, and recommendations. Twitter Blue prioritizes tweets from verified users.
The message is clear: Those who pay will get their content pushed and promoted more heavily. Not every user will need to ante up for the next level, but some should consider it.
If you’re a business or a brand, follow developments on both platforms. While Meta Verified isn’t yet available to businesses, you will want to be ready when it is offered. Pay particular attention to influencers and creators in your space. Take note of content that easily reaches you or is suggested to you – is it coming from a verified checkmark? That should tell you something.
And if you’re an influencer or creator – and especially if you’re finding it increasingly difficult to get your content shared – think about investing in a checkmark. It could prove to be more effective than an ad spend.
Do you have a verified checkmark? Do you think it’s worth it? Let me know.
And watch for a second, related blog coming: Is Organic Social Media Dead?