Using this blue check may increase your brand’s visibility and credibility among a global audience.
If you have been active on any social media platforms in the past year, chances are you have been seeing more and more of these blue check marks. Traditionally associated with A-list celebrities and billion-dollar companies, the blue check is a symbol of status and exclusivity. Or, it used to be, before companies such as Meta and Twitter began pushing out paid subscription services.
With the ability to apply (and pay for) a verification status, the focus has shifted away from notability into authenticity. As practically any person, business, or organization can add this badge to their page (after following the necessary requirements) the core meaning of the blue check has become “I am who the account says I am!”
In a global marketing space, where trust is not always present due to distance or other cultural barriers, this verification service can aid in the credibility of businesses. “Verified accounts are generally seen as more trustworthy than unverified ones and have a 30% higher engagement rate, on average,” (Keenan, 2022).
By providing this social proof, the verification can streamline networking with “evidence” of a real success story. Additionally, verified accounts are pushed to the top of search results when users search either the name or connected keywords to the account holder. With this search engine optimization, businesses can get more traffic onto their social page which a) raises brand awareness and b) increases the possibility of a consumer becoming a customer.
In order to “verify” an account on Instagram, one must confirm both authenticity and notability. For the first, accounts must provide identification documents. This could be a driver’s license, passport, national identification card, tax filing, recent utility bill, or articles of incorporation. To prove notability, the account holder must show the category, country/region, and audience they market to. For example, an influencer would say “Digital creator/blogger/influencer in United States for 18-35 females” while the Los Angeles Lakers account would say “Sports in United States for sports fans”. After filling out these two categories, there is the option to include links to news articles, social media accounts, and other sites that show the public is interested in the account’s subject matter. Typically it will take around 30 days to receive a response and then the verification badge will appear on your profile.
As for the pricing aspect of verification, there are a range of options depending on the platform. Twitter offers a monthly subscription of $8/month for the traditional blue check, and the Twitter Verified Organization subscription at $1,000/month, plus $50/month for each additional affiliate in the U.S., for the gold check. Meta is currently rolling out a package verification for Facebook and Instagram. It will cost $11.99 per month on the web and $14.99 per month on the mobile. With this, you receive “a badge, proactive impersonation protection and direct access to customer support,” (Zuckerberg, 2023).
For a company looking to increase and improve their social media presence, verification can be a helpful tool as part of a larger strategy. It allows access to special marketing features, stops any impersonation or scams, proves credibility, and is a great way to use SEO. Even as a smaller, personal account holder looking to break into the influencer industry, this could be a key factor in facilitating brand deals and networking with other influencers. Either way, I would advise any organization or person looking to utilize their social media in a professional manner to take advantage of this opportunity.
Resources:
https://about.instagram.com/blog/announcements/understanding-verification-on-instagram
https://help.twitter.com/en/using-twitter/verified-organizations#verifiedorgs-pricing
https://www.shopify.com/blog/how-to-get-verified-on-instagram
https://techcrunch.com/2023/03/17/meta-launches-paid-verification-on-instagram-and-facebook-in-the-us/