The fact that the platform is now alerting all advertisers that they must sign up to either Twitter Blue or Verification for Organisations in order to continue running advertisements in the app suggests that Elon Musk will aim to increase Twitter’s subscription revenue by hard force.
All Twitter advertisers received this email on Friday advising them of the change.
As a result, corporations will now need to pay Twitter $8 per month for a blue checkmark or $1,000 per month for its Verification for Organisations product. However, brands that already spend “in excess of $1,000 per month” will soon receive gold checkmarks automatically.
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Which might not be a massive imposition, in pure cost terms. The cheapest option would be to buy a Twitter Blue subscription for your brand, which will cost your business an extra $96 per year, and if you’re planning to run Twitter ads, that’s unlikely to have a huge impact on your annual budget.
You’ll also get a verified tick for your brand account, which could help to give your brand more legitimacy in the app. But then again, with even celebrities now trying to get rid of their blue ticks, due to concerns around the negative stigma of paying for it, the checkmark doesn’t seem to communicate the same level of authority or trust that it once did.
It can also be bought by anyone, as there’s no checking process involved – there’s no actual verification in Musk’s Twitter Blue process. That means that someone else could also register your brand name, and also get a blue tick for it. To combat this, Twitter has added an ‘impersonation defense’ element to its Verification for Organizations package, which will ensure that:
Accounts are monitored for changes (including display names, profile photos, and usernames) and flagged for further review if impersonation is detected.
Additionally, Verified Organisations will receive premium customer service; however, these advantages do come at a cost of $1,000 per month or $12,000 per year.
Since Twitter Blue, which costs $8, doesn’t provide the same features, all SMBs that advertise in the app will receive minimal benefit from these protections and benefits and will therefore become more vulnerable to impersonation.
