Should you Pay for Verification?

You’re browsing Instagram and see a comment from your favourite celeb - blue check mark intact - so you know it’s really them. The “verified” status that we’ve become used to finding on the pages of public figures, popular influencers, actors and more has recently become open to the public, for a fee. Meta announced the subscription service, which launched in Australia and New Zealand last month, that allows users to purchase, for a monthly cost, their own highly sought-after checkmark ($11.90 per month on the web and $14.99 per month on mobile). Is it really worth paying for, especially if, perhaps, your page may not warrant an actual “verified” status? Perhaps being able to purchase verified status takes away from what made it special in the first place? Let’s chat about it…

The Perks of Verification:

Protection from Impersonation: One of the major reasons why creators are looking to get verified is protection. Being verified protects you from potential impersonation attempts, reducing the risk of misinformation, reputation damage, and fraud. It allows your audience to easily identify your official account and protects your brand integrity, which is the main reason why Instagram created the verified symbol in the first place.

Enhanced Online Presence: Verified accounts often receive preferential treatment from social media algorithms, gaining increased visibility and exposure. This can lead to higher engagement rates, expanded reach and more opportunities for collaborations and partnerships. Aside from security which we mentioned above, this would be another major reason why it can pay (if you pay) to be verified.

Building Trust with Followers: Verification can help foster trust and loyalty among your followers. When people see that your account is verified, they are more likely to trust your content, recommendations, and endorsements, thereby strengthening your online presence.

The Downsides of Verification:

It’s Lost Its Status Although it’s a decision to make based on your goals, buying the blue check, in our opinion, takes away from what made being verified special in the first place. Whenever someone observes the blue check now, it's lost that status symbol or ability to help you build a stronger presence, almost doing the opposite of what it used to since anyone can pay for it now. 

Costly Investment: While some social media platforms offer verification services for free, others require you to pay a fee or meet specific criteria. The cost can be substantial, especially for individuals or small businesses with limited resources. It's important to evaluate whether the benefits outweigh the cost.

Eligibility Challenges: Social media platforms have strict criteria for verification, often favouring established entities, public figures, or prominent brands. If you don't meet these requirements, paying for verification might not be an option for you. The process can be timely, and still may not guarantee the blue check or the results you are looking for.

Limited Impact on Content Quality: Verification badges primarily convey credibility but don't guarantee the quality or value of your content. While verification can boost visibility, it doesn't guarantee engagement or sustained growth. It's crucial to focus on producing high-quality content, engaging with your audience, and fostering genuine connections rather than solely relying on a verification badge.

Remember that while a verification badge can offer a valuable boost, it should not be the sole focus of your social media strategy. Building an engaged and loyal audience through genuine connections, consistent content creation, and meaningful interactions remains the key to long-term success. Whether or not you choose to pay for verification, we recommend always prioritizing delivering value to your followers and nurturing an authentic online presence.