You might be thinking, isn’t Twitter doing this and wasn’t the move marred by controversy? And you’d be right … to some extent. Similar to Twitter Blue, Meta Verified allows you to buy the coveted blue tick formerly reserved for politicians and celebs. But there are important differences between Twitter’s and Meta’s plans:
- Meta’s is more expensive: $11.99 on the web and $14.99 on mobile. Twitter’s costs $8 and $11 respectively.
- You’ll get higher visibility and reach on the Meta platforms and increased access to customer support, among other perks for your $15 investment
- Meta will also require Meta Verified users to confirm their identity. This is not required by Twitter.
- Zuckerberg said the overarching goal of the service is increasing authenticity and security across the board. He’s positioning Meta Verified as the solution to the fake accounts causing all manner of issues across platforms.
Of course, there is far more to this story. With its metaverse dreams a long way off and revenue on the decline, Meta needs some buoyancy – specifically some real time growth. Revenue from subscriptions will no doubt offset the damage that Apple’s privacy changes and economic uncertainty have dealt to its advertising business but what does this all mean for you and your digital marketing strategy? By promising increased reach in exchange for dollars, Meta is metamorphosing from a tool to keep up with your school friends to a monetised entertainment platform specifically catering to businesses and professional content creators. Is this you? If so, it might be time to rethink your marketing strategy. If you’re still predominantly using Meta to keep up with mates, it might be time to jump ship and start a Signal group instead.
Want to find out more about how to leverage Meta Verified as part of a comprehensive digital marketing plan? Get in touch.