Meta Verified and Twitter Blue: a guarantee for companies?

There has been a lot of commotion in recent days, it seems that something is changing in social media, but this time on the users' side. Major companies are launching initiatives that offer the possibility of certifying profiles to those who pay monthly.

 

Meanwhile, companies are wondering whether these paid verifications offer any added value when interacting with these users. As we will see below, this is not a major change, but it can bring some advantages.

We always like to start at the beginning, and this differentiation is necessary. For some time now, companies have been able to demonstrate their legitimacy by accessing the various platform verification programs. On Facebook, Instagram, Twitter, TikTok... Those profiles that are recognized with a blue check project a greater sense of trust.

 

The procedures to follow are very similar in all networks. Basically, it is necessary to access the profile, select the corresponding option and provide the required documentation that proves the ownership or linkage of the profile with the applicant company.

 

It is important to emphasize that initiating the process is not a guarantee of receiving the badge. This is at the discretion of the platform.

Until now, personal users had it even more complicated. Twitter and Instagram did verify some more or less representative personalities, but they were very restrictive. We could find verified media and influencers, although they were a minority.

 

The processes are similar and the objective is the same: credibility. The difference lies mainly in the type of content shared and the objectives of each.

A few weeks ago, Twitter launched Twitter Blue: its subscription/check program. With it, the user who checks out every month leaving 8 euros in Elon Musk's coffers gets the precious blue check along with some additional advantages (reduction in displayed advertising, possibility to edit published messages...).

 

You may wonder why we are talking about Twitter, but it is simple: Meta Verified is a replica of this initiative and business model.

 

Users -over 18 and with a document proving their identity- who request it, will get:

 

 

How much does Meta Verified cost? The price is between $11.99 and $14.99 per month depending on whether it is done from the web, or an Android or iOS mobile device.

There are some benefits, but it is not going to radically change our lives either. There is even one aspect that, in our opinion, is not entirely positive: the loss of exclusivity.

 

Let us explain: right now, the users who have a verification badge are because the platforms have considered they deserve it because of their relevance. At the moment, when anyone can, by the mere fact of paying, have that blue Meta Verified or Twitter Blue check, there is no longer that implicit recommendation by the platform.