What Does Instagram Verification Mean For Creators and Brands?

In March 2023, Meta Verified was launched across Instagram and Facebook in Australia. The new paid subscription feature was introduced to help creators and users grow, establish and protect their accounts.

By paying the monthly fee, $14.99 (USD), users would receive:

1. The coveted blue tick verification badge (arguably the biggest draw for users) 
2. Impersonation monitoring and live customer support.
3. Exclusive added features for Reels and Stories
4. Reach and visibility increases (a feature which has now been removed due to backlash). 

To gain access users must be over 18, have a government issued ID, have your profile associated with your name and physical appearance and have two-factor authentication turned on. 

The trial caused a lot of controversy and backlash online, raising a polarising debate into the future of the world’s most popular social platforms. 

On one hand the new verification tool added an increased layer of protection to brands and creators from impersonation and fraud, preventing bots, scams and account hostages, which rose to alarming rates at over 1000% in 2022.

The added bonus of that shiny blue tick for businesses also meant they could add credibility to their brand and attract new customers. 

The downside to verified left creators wondering if success on the social media giant meant having to pay your way to fame instead of relying on the quality and creativity of content.

A feature which could sadly result in the smaller minority businesses and users being pushed off the platform when trying to compete with large millionaire companies. 

So now you're wondering should I pay for verification? 

In our opinion with the rise of hackers and scammers increased support and protection is important but ultimately this verification will not guarantee success on the platform. Verified accounts still need to maintain high-quality, sharable and snackable content to engage their audiences and build a loyal customer base. 

We would suggest funnelling that budget towards digital advertising campaigns which will actually convert and drive brand success.