Another verification element? Wow, Twitter’s going really deep into its ‘You have to be human’ push. Anyway, recent news involving Twitter has it currently inviting businesses to sign-up for its coming ‘Verification for Organizations’ subscription offer. This will supposedly effectively replace Twitter’s current verification process for business users. Call it business verification 2.0, if you will.
Verify and Organize
Based on this Tweet, businesses and business account users can now sign-up for the waitlist for the new business verification option by adding their business’s Twitter hand and contact details to the list.
But what does this ‘new’ program give you in return? Well, Twitter hasn’t provided a heap of info just yet, just this:
“As a subscriber, you and your business will receive business accounts and affiliation badges through our self-serve administrative portal.”
For one, you get this snazzy-new ‘Gold Checkmark’ for your brand, with the current Blue Ticks set to eventually be taken away from legacy verified accounts. Twitter hasn’t provided a date as to when this will happen, specifically, but you’d essentially want to sign-up for this new offer if you mean to keep your business verification. Another handy bonus that comes with signing up is that you’ll also see your brand logo added to employee accounts, approved by you, of course.
In terms of cost, well, it should be $8 or more, based on Twitter’s current Blue subscription cost. Twitter’s been more tight-lipped on this part, so if you do bite, you’re effectively signing up for a Gold Tick, a square profile picture, and affiliate badges. Sound appealing? Hard to say. While it does offer some new elements, they’re not really things that you’d be convinced that you had to pay for. Without the necessary descriptors, convincing interested sign-ups is also harder. The fact that Twitter has slowly been degrading and has become a nest for many extremists and conspiracy theorists doesn’t really help sell it as an ideal place for brand placement. Regardless, some brands will be willing to pay, some might have even already signed-up for the waitlist. There’s no doubt that the Gold tick will appear as a symbol of authority and superiority for some brands.
The real issue here is that once everyone can pay for a check mark, there’s no real differentiator or authority now, is there? If all brands could afford the Gold tick, then it doesn’t really add anything of value since everyone would be the same. Given this, even the most questionable ‘actors’ would be able to buy a Gold tick, coming off as more legitimate.
The Wrap
Maybe Twitter is purposefully keeping a lot of things under wraps so that none of the option’s real value gets leaked before they make an official announcement. Maybe Elon Musk and his team have cooked up something significant here and are simply waiting for the perfect time to roll it out. Whatever the case, there has to be more here than just Golden check marks and square profile frames, right? For this update at least, only Twitter will say; we simply have to wait when they do.
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