Meta Verified: A new verification strategy on Instagram and Facebook

20 Aug 2024

Meta has launched its verification subscriptions on Instagram and Facebook, offering a blue badge, better visibility, and protection against identity theft. But are these packages really worth it for your business? That's what you will discover on this page.

Meta recently unveiled its new verification subscriptions, available on Instagram and Facebook. These offers, grouped under the name Meta Verified, claim to enhance visibility, optimise search rankings, protect against identity theft, and provide direct customer support. Additionally, subscribers receive the highly coveted blue verification badge.

But are these subscriptions really worth it? Let’s take a closer look at the various offers provided by Meta, as well as their actual value for your business.

The promised benefits of Meta Verified

The Meta Verified subscriptions include several benefits aimed at strengthening your presence on Instagram and Facebook:

Blue verification badge: Once reserved for an elite group of public figures, celebrities, and major brands, the blue badge is now accessible to anyone willing to subscribe. This badge is intended to enhance your account's credibility by confirming your authenticity. However, it is important to consider whether this badge retains the same value now that it is available to everyone for a fee.
Enhanced visibility: Meta promises that the Meta Verified subscription will increase the reach of your posts. This includes a better position in search results, spotlighting in suggested accounts to follow, and overall improved visibility on the platform. This promise of increased visibility can be tempting, especially in a digital environment where standing out becomes increasingly difficult.
Protection against identity theft: With the rise of online identity theft attacks, Meta offers enhanced protection for accounts subscribed to Meta Verified. This means increased monitoring to spot fake accounts or hacking attempts, providing you with added peace of mind.
Priority customer support: One of the most appealing aspects of Meta Verified is direct access to dedicated customer support. Meta is known for being difficult to reach, making this option particularly attractive for those who frequently encounter technical issues or questions regarding their accounts.

‍

Boost my growth

Why it is important to remain cautious

Despite these enticing promises, it is essential not to be seduced too quickly by these offers. Here are some reasons why these subscriptions may not be as advantageous as they seem:

The verification does not fix poor content
The blue badge will not automatically turn your content into success. In reality, if your content is not already engaging, a boost in visibility will not be enough to compensate for that. The key remains to create quality, relevant, and engaging content for your target audience. Without solid content, even the blue badge will not be able to save your posts.
The blue badge has lost its value
Previously, the blue badge was a status symbol, an indicator of recognition and credibility. However, now that this badge is available for purchase, it has lost much of its significance. It is now just a simple identity verification, and even that is debatable, as verification is now linked to a financial transaction rather than true recognition of your influence or credibility.
Increased reach is not guaranteed
Although Meta suggests that Meta Verified could increase the reach of your posts, no guarantee is provided. Even with an expensive subscription, there is no guarantee that your posts will be seen by a greater number of people. This raises the question of whether the investment is really worth it, especially when considering that other factors, such as algorithms or audience trends, also play a crucial role in the visibility of your posts.
The "Enhanced" profile can be obtained elsewhere for less
One of the mentioned benefits of Meta Verified is the ability to enrich your profile with images and custom links. However, third-party services like Linktree offer these features for a much lower cost, making this aspect of the subscription less attractive in terms of value for money.
The "Coaching" offered is random
The higher level of the subscription offers access to a strategic advisor every six months. However, the quality and effectiveness of this coaching are uncertain, and there is no guarantee that this advisor has the experience or skills necessary to truly improve your strategy. This service seems to be an additional offering to justify a higher price, rather than a real and tangible benefit.
Prohibitive cost for small businesses
For small businesses, the Meta Verified subscription can represent a significant investment, particularly the most expensive plan, which reaches €499 per month. This money could be better invested elsewhere, for example, in creating quality content, targeted advertising campaigns, or even in hiring staff to manage and optimize your social media. Find out how to captivate & retain your customers on Instagram.

‍

When to Consider Meta Verified?

Although I do not always recommend these subscriptions, they can be useful in certain specific situations:

Adding Links in Your Reels
If you frequently use Reels in your content strategy, the ability to add links directly in these videos could be a valuable asset to drive traffic to your site or products.
Direct Customer Support
‍For businesses that regularly encounter technical issues or need rapid assistance, direct access to Meta's customer support can be a considerable advantage. This can be particularly useful if your business heavily depends on the continuity of your online presence.
If you often experience problems with your account and need quick access to Meta's support, this advantage could be worth the investment.
Protection Against Identity Theft
For businesses or individuals who have already been victims of identity theft or for those who are particularly concerned about this risk, the Meta Verified subscription provides an additional layer of protection that could justify the investment.

‍

How to Optimize Your Content Strategy Without Meta Verified

Even without subscribing to Meta Verified, it is quite possible to improve your presence on Instagram and Facebook by adopting a well-thought-out and effective content strategy. Here are some tips to help you maximize the impact of your posts:

Invest in Quality Content
Quality content remains the cornerstone of any successful social media strategy. Take the time to understand your audience, identify what interests them, and create content that resonates with them. Whether it's photos, videos, or text, ensure that your content is both visually appealing and relevant.
Use Native Platform Tools
Instagram and Facebook offer many tools to help creators optimize their content, such as stories, Reels, live videos, and integrated shopping options. Use these features to diversify your posts and reach a broader audience.
Analyze Your Performance
Use the analytics tools available on Instagram and Facebook to monitor the performance of your posts. Identify what works well and what doesn’t, and adjust your strategy accordingly. Data analysis is essential for understanding what engages your audience and for continuously improving your content.
Iterate
Creating content is great. However, you must stay current and test a variety of things. That's how you'll land on THE format, THE content that makes a difference and gives you visibility.
Engage with Your Audience
Content creation is important, but engaging with your audience is just as crucial. Respond to comments, participate in conversations, and be active on the platform. The more you interact with your audience, the more loyal and engaged they will be.
Automate Your Engagement Routines
Today, you can eliminate some time-consuming tasks like engagement routines. The goal is not to automate human contact. No, on the contrary, the aim is to give you daily, ongoing visibility in an optimized manner to save you time while allowing you to focus on what you do best.
You can automate these routines with My name is Bond (expert agency since 2020).
Test Targeted Advertising
If you have a budget to dedicate to promoting your content, consider using Meta’s advertising tools to specifically target your audience. Ads on Instagram and Facebook can be very effective for reaching new audiences and increasing the visibility of your posts, especially if they are well-targeted.

‍

Ultimately, is Meta Verified Really for You?

Meta Verified is an interesting offering that could appeal to some businesses looking to strengthen their presence on Instagram and Facebook. However, for many, the advantages offered do not necessarily justify the high cost of the subscription. Before committing, it is essential to assess your current situation, determine whether these features are genuinely needed, and whether you have the budget to support them.

For our agency and most of our clients, we recommend focusing on creating quality content and engaging with the audience rather than spending considerable amounts on uncertain guarantees.

Need help developing an effective content strategy on Instagram? Schedule a meeting with our team today and discover how to maximize your impact on social media without breaking your budget 👉 by clicking here 👈

Boost my growth