Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article
TL;DR Summary of Meta Verified: Assessing the Impact and Uptake of Meta’s Paid Verification Service
Meta Verified offers enhanced support and a blue checkmark for creators but its credibility as a prestige marker has diminished since becoming a paid add-on. Meta is gifting free one-year subscriptions to select creators to boost interest, yet less than 1% of users currently subscribe. Despite this, the program generates significant new revenue, estimated at around $280 million quarterly, highlighting a trade-off between exclusivity and monetization.
Optimixed’s Overview: Understanding Meta Verified’s Role in Social Media Monetization and User Perception
Introduction to Meta Verified
Meta Verified is Meta’s subscription service aimed at creators, offering benefits such as enhanced account protection, priority support, and a blue verification checkmark. Originally, the blue checkmark symbolized high-profile, credible accounts, but its value has been diluted since becoming purchasable.
Current Uptake and Revenue Insights
- Meta has gifted one-year free subscriptions to select creators as a promotional strategy.
- Estimated subscriber count is around 7 million, which is under 1% of Meta’s nearly 4 billion user base.
- This subscriber base contributes approximately $280 million in additional revenue per quarter.
Implications for User Perception and Platform Strategy
Pros:
- Provides a new revenue stream for Meta and incentivizes creator loyalty.
- Offers users a way to stand out with verified identity and added profile features.
Cons:
- Paid verification reduces the exclusivity and prestige of the blue checkmark.
- May undermine the original trust and credibility value associated with verification.
Looking Ahead
While the blue checkmark no longer solely represents status, the revenue generated shows the model’s commercial viability. Meta’s experiment with gifting subscriptions to high-profile creators could determine if this approach increases long-term subscriber retention and overall interest in paid verification.
