With Twitter re-launching its controversial $8 verification program today (which now costs $11 for some users), what impact will that have on the platform, and how are brands feeling about the changes to its verification program, which will now see them get a gold tick instead of a blue one?
The team from Capterra sought to find out, surveying 300 US marketing and advertising professionals to get their thoughts on Elon’s paid verification program, how they’re approaching Twitter ads, the changes to verification status, and more.
You can check out Capterra’s full survey report here, but in this post, we’ll look at some of the key notes.
First off, according to Capterra’s data, 53% of brands say that they’re unlikely to pay $7.99 a month for verification on Twitter.
Now, a lot of that will depend on exactly how Twitter goes about this, and what sort of broader momentum the program sees. At present, brands that already have a blue checkmark will now get a gold one instead, to mitigate the risks of impersonation, and at some stage, they’ll likely have to pay $8 per month to keep that gold tick.
But we don’t know when the deadline for this will be, and if the new verification program sees massive take-up, which then prompts other brands to buy-in, there could be increased momentum for all brands to pay-up, in order to keep the indicator of authority, and trust, in the app.
But right now, just over half of brands don’t see the value in paying for a checkmark.
Indeed, respondents indicated that they’d be more willing to pay for better promotion opportunities, better user targeting, and improved security in the app over verification.
That said, just over half of brands also indicated that they believe verification does serve an important purpose.