Agency Blog

Meta recently released an opt-in subscription package. Meta Verified, generally speaking, aims to increase privacy and security as well as increase post reach to those who choose to subscribe for a monthly cost. Will Meta deliver on this promise?

Timing is everything

At a time where imposters, impersonators and other malicious characters are infiltrating the Internet at an increasing rate, the purpose of Meta Verified is to protect both the identity and integrity of individual users. (Right now, this new package is available only in Australia and New Zealand.) As asked in the intro, however, will Meta Verified deliver. Also, are Zuckerberg’s intentions genuine?

The court of public opinion regarding Meta

For the last several years Meta has been at the center of more than one controversy. In 2021, there was the announcement of the virtually reality-based “Metaverse,” which—instead of being met with enthusiasm—only increased questions among many as to whether this move was an actual rebrand or an attempt at deflecting attention away from scrutiny and suspicion about the company.

Then there is the pushback around Meta’s ongoing evolution of its delivery system and its ability to keep people updated on posts shared by friends and family. 

So, is Meta Verified for real—or not? Will it benefit online users? Or is it just another paid subscription package with an important-sounding name, accompanied by a check mark on posts?

Should users be expected to pay more?

In an infographic for Social Media Today, Andrew Hutchinson poses the question: Is it right that online users should be pay for additional reach—that is not disclosed as an ad. Would Meta Verified be worth the expense? Or is it just another ploy to line the pockets of the powers that be within Meta. (Mr. Hutchinson points out that Snapchat and Twitter are earning millions from their respective paid subscription programs.)

How will Meta Verified work?

As its name states, a subscription to Meta Verified includes account verification, complemented by protections against impersonation, along with increased visibility and support.

• Verified badge: This confirms the genuine identity of every subscriber who has an account that has been authenticated with a government identification.
  
  
• Protection from impersonation: The content of subscribers receives proactive account monitoring against impersonators and imposters.
  
  
• Greater visibility and reach—Areas that include search, comments, and recommendations of Facebook and Instagram accounts will be given special attention.

If Meta Verified proves successful in Australia and New Zealand, it will likely become available everywhere and sooner than imagined. (This invites one more question: Would the release of Meta Verified turn the tide of negative opinion and redeem Meta in the eyes of many?)

The EGC Group is keeping in touch with ongoing changes to the online world. Let us know if we can help you in promoting your content so that it is strong and visible. Check out our approach—as well as examples—to social media marketing.