Is Social Media Verification Worth It?
Since the transition from Twitter to X, and the introduction of paid-for content on networks like Instagram and YouTube, you have probably seen a lot about social media verification. But what does it mean to be ‘verified’?
Social media verification is the confirmation of authenticity of an account, whether it belongs to an individual or an organisation. Traditionally, verification was given by the platform in the form of a blue checkmark on the user's account, but now verification is part of a paid package with exclusive features that anybody can buy.
Are you having a tough time figuring out if you should get your school account verified? Well, you’re in luck, because in this blog we will break down the pros and cons of both X Premium and Meta Verified. We’ll even give you our recommendations!
X Premium
X Premium, formerly known as Twitter Blue, is the subscription you have probably heard the most about! It was launched back in 2021 and is now available worldwide on both the web and iOS and Android app stores.
Since Oct 2023, X has released 3 tiers to their premium subscriptions: Basic, Premium, and Premium+. They all come with different features and prices.
As well as the blue checkmark on the user's profile, access to X Premium unlocks some post editing features:
Editing published posts within a 1-hour window
A maximum of 25,000 characters per post
Text formatting
Being able to ‘undo’ a post just after it is sent but before it is seen by the public
Upload videos up to ~3 hours long
X Premium also unlocks some new functionalities to X:
A ‘Highlights’ tab on the user profile where they can pin and showcase their best posts
A reader view that turns posts into easy-to-read text
The ability to organise all bookmarked posts into folders
A key benefit of X Premium is the access to X Pro (formerly known as Tweetdeck). This is a platform on which users can view multiple accounts, hashtags, keywords, and notifications simultaneously, all of which refresh in real-time. The platform has all the features from the old Tweetdeck, along with new features including:
A post composer
Advanced search
Reordering columns
Video docking (so users can watch a video while doing other things on the app)
If you used Tweetdeck before it was a paid platform, your previously set feeds will be carried over to X Pro.
The features look good on paper, but one thing to consider is how much you will benefit from and utilise them.
One key limitation with X Premium is that if you are verified and want to change your profile photos, handle, or display name, the blue checkmark will be lost until X re-evaluates the account.
Meta Verified
Meta Verified was launched in 2023 by Meta following the release of ‘Twitter Blue’. The subscription is available on both Instagram and Facebook, but users have to subscribe to each app separately; it doesn’t come as a bundle.
As well as the blue tick on your profile, Meta Verified includes:
Exclusive stickers on Stories and Reels
100 stars a month (to gift to other creators)
Proactive account protection (from impersonation through account monitoring and 2FA)
Direct account support: get help from a real person at Meta
Meta also offers a verification service for businesses, which provides the same features as above, as well as improved discovery on the in-app search. You can be eligible for a Meta Verified for businesses as long as you have a Meta business account and are over 18 years old.
Cost Comparison
The price for each verification depends on which channel it is bought on. Whether you decide to subscribe through the web or through the mobile app, your account will be verified on both. Note that purchasing on the web is slightly less expensive.
Our Recommendations
The previous definition of social media verification was based on authenticity and accounts with the blue tick were certified organisations and people. This makes paying for the checkmark contradictory: anyone can now be verified if they pay the price.
For school marketers, we recommend X Premium mostly for access to the X Pro Platform. It is a great tool for managing and viewing the school’s sub-accounts and #BrandedHashtags in one place in real-time.
For a quick and easy storytelling platform we recommend using X unpaid. With a limit of 280-characters, it makes the story authentic and easy-to-read for the audience.
X Premium allows you to write longer posts, format the text and edit those posts after they are published; while these may seem like good features, they take away from the speed and simplicity of everyday storytelling. Teachers may spend too long deciding on how to format the text or overthink what to write - thereby reducing the authenticity of the story. This is why we don't recommend X Premium for teachers’ everyday storytelling.
Meta Verified offers a lot fewer features than X Premium for more money a month. But one big feature that makes getting Meta Verified for school marketers is direct account support. On a free Facebook/Instagram account the only ‘help’ or customer service is from the FAQs on the Meta Website and there isn’t a real person you can contact. So having this functionality would be beneficial to support your more specific, personalised issues and queries.
When deciding whether to pay for the social media verification, consider our recommendations alongside your own processes, as well as day-to-day use of the platforms. The platforms may list a lot of additional premium features but consider if you will actually benefit from them in your day-to-day usage.
Whether or not you choose to pay for verification, prioritise connecting with your audience and making a positive impact representing the school. Remember that authentic and meaningful stories can be told on both platforms without verification.
Need more advice? Contact our Digital Storytellers: social@interactiveschools.com