{"id":16295,"date":"2023-03-30T11:41:29","date_gmt":"2023-03-30T11:41:29","guid":{"rendered":"https:\/\/customlytics.com\/meta-wants-money-not-just-data-how-will-this-play-out\/"},"modified":"2023-03-30T11:41:30","modified_gmt":"2023-03-30T11:41:30","slug":"meta-wants-money-not-just-data-how-will-this-play-out","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/meta-wants-money-not-just-data-how-will-this-play-out\/","title":{"rendered":"Meta wants money (not just data): How will this play out?"},"content":{"rendered":"\n<p><strong>Author: <\/strong>Steffen Meyer, Mobile Marketing Content Specialist<\/p>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Meta\u2019s blue checkmark won\u2019t be free anymore: Instagram and Facebook users in the US now have to pay to get a verified badge which signals to other users that the account is run by the very person it claims to be and not by some hobby comedian or fraudster.<\/p>\n\n<p>Users are charged $11.99 per month on the web, or $14.99 on iOS and Android &#8211; the difference in the cost comes most likely <a href=\"https:\/\/customlytics.com\/de\/these-countries-will-take-a-stand-in-the-global-discussion-about-app-store-payment-rules\/\"><span style=\"text-decoration: underline;\">from the commission fees Apple and Google charge<\/span><\/a>.<\/p>\n\n<p>Alongside with this badge come some more bonuses. <a href=\"https:\/\/help.instagram.com\/738055111270671\"><span style=\"text-decoration: underline;\">According to Meta<\/span><\/a>, users receive:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Access to account support for most common issues<\/li>\n\n\n\n<li>Active impersonation monitoring for accounts<\/li>\n\n\n\n<li>More visibility for Meta Verified subscribers across Instagram, in search and comments on other people\u2019s photos and videos<\/li>\n\n\n\n<li>More visibility for Meta Verified subscribers as suggested accounts to follow<\/li>\n\n\n\n<li>More recommendations in places like Explore and Reels on Instagram<\/li>\n\n\n\n<li>Exclusive Stickers in your Instagram Stories<\/li>\n<\/ul>\n\n<p>Already, <a href=\"https:\/\/www.vox.com\/recode\/2023\/2\/21\/23609375\/meta-verified-twitter-blue-checkmark-badge-instagram-facebook\"><span style=\"text-decoration: underline;\">there\u2019s alot of critique around this paid subscription model<\/span><\/a>: First of all, there\u2019s the argument that people can suddenly buy themselves a blue check, while in the past only relevant people could have applied for it.\u00a0<\/p>\n\n<p>This argument misses the point that getting verified was rather random in the past as well. Sometimes it just depended on knowing someone at Meta to get the blue check, no matter how relevant the account was. Probably this was caused by the sheer amount of applications &#8211; which maybe will decrease now when it costs something.<\/p>\n\n<p>Looking at the additional benefit of customer support, some argue that Meta is <a href=\"https:\/\/www.vox.com\/recode\/2023\/2\/21\/23609375\/meta-verified-twitter-blue-checkmark-badge-instagram-facebook\"><span style=\"text-decoration: underline;\">now charging for something they never really did well<\/span><\/a>. Furthermore, the bonus of monitoring impersonation seems to make sense only for celebrities, not for small or medium enterprises that promote their services or products on the social networks.<br\/>All in all, Meta Verified targets professional users which <a href=\"https:\/\/www.socialmediatoday.com\/news\/meta-announces-initial-test-of-meta-verified-paid-verification-scheme-on\/643128\/\"><span style=\"text-decoration: underline;\">are maybe less than one percent of all users on the platform<\/span><\/a>. Even though it may only be of concern to a few people now, this subscription model could mark a shift in social media.<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">If you are paying for the product, then what\u2019s the product?<\/h2>\n\n<p>The business models of social networks like Facebook, Instagram, Twitter or TikTok were always well summed up by a quote from the 2020 Netflix Documentary <a href=\"https:\/\/www.netflix.com\/de\/title\/81254224\"><span style=\"text-decoration: underline;\">\u201cThe Social Dilemma\u201d<\/span><\/a>: \u201cIf you are not paying for the product, you are the product\u201d. Meaning that the main revenue of platforms was collecting user data and earning money by selling marketers the possibility to target specific audiences.<\/p>\n\n<p>However, times are changing.<\/p>\n\n<p>With Apple\u2019s and Google\u2019s <a href=\"https:\/\/customlytics.com\/de\/new-attribution-world\/\"><span style=\"text-decoration: underline;\">privacy initiatives<\/span><\/a> and more and more regulation by institutions like the EU\u2019s <a href=\"https:\/\/customlytics.com\/de\/how-europes-new-dsa-rule-could-affect-app-marketing\/\"><span style=\"text-decoration: underline;\">Digital Services Act<\/span><\/a> and <a href=\"https:\/\/customlytics.com\/de\/eu-law-dma\/\"><span style=\"text-decoration: underline;\">Data Markets Act<\/span><\/a>, the collected data isn\u2019t as granular as it used to be and thus not as valuable anymore.\u00a0<\/p>\n\n<p>So social networks are <a href=\"https:\/\/customlytics.com\/de\/instagram-ad-features\/\"><span style=\"text-decoration: underline;\">not only broadening advertising possibilities<\/span><\/a>, they are looking for new revenue streams as well.<\/p>\n\n<p>In some way, the industry can count itself lucky that Twitter\u2019s adventurous owner Elon Musk has set out to try new things for his recently acquired company, while others can just watch, learn and copy.\u00a0<\/p>\n\n<p>One of Musk\u2019s most famous initiatives was making people pay for the blue check which was most likely the template for Meta Verified. So while the social networks still collect data, they see verification or even visibility on their platform as a product to sell. Who knows what will come next?<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">A daring look into the crystal ball<\/h2>\n\n<p>There\u2019s alot of movement in the market and social media is becoming more and more professionalized, with creators using the platforms to promote their ideas, services or products and reducing the \u201csocial\u201d in \u201csocial media\u201d for most users to liking, commenting and sharing content.<\/p>\n\n<p>The emphasis on \u201cmedia\u201d in \u201csocial media\u201d grows stronger and stronger and so will the competition with other media, such as television or streaming services. Who didn\u2019t catch oneself looking at the smartphone while there is a movie running in the background?<\/p>\n\n<p>This could mean that Meta Verified is only the start of a new paid era of social media &#8211; not only for professional but for normal users as well.\u00a0<\/p>\n\n<p>As <a href=\"https:\/\/gizmodo.com\/facebook-instagram-verified-twitter-blue-should-you-pay-1850212923\"><span style=\"text-decoration: underline;\">Gizmodo reports<\/span><\/a>, \u201caccording to <a href=\"https:\/\/doi.org\/10.1073\/pnas.1815663116\"><span style=\"text-decoration: underline;\">one study<\/span>,<\/a> in the U.S., Facebook users say they would have to be paid in the <a href=\"https:\/\/mitsloan.mit.edu\/ideas-made-to-matter\/how-much-are-search-engines-worth-to-you\"><span style=\"text-decoration: underline;\">range of $40 to $50<\/span><\/a> to leave the social networking service for one month.\u201d<br\/>So if users put a certain value to the platform, it\u2019s possible they would pay for some kind of subscription model that grants them benefits as well. If you go even further down this rabbit hole, this could result in users having to choose which social network they gonna pay for if they don\u2019t want to pay for all of them. So will the <a href=\"https:\/\/time.com\/6253697\/streaming-wars-disney-chaos-era\/\"><span style=\"text-decoration: underline;\">Streaming Wars of Netflix, Disney+ and Co.<\/span><\/a> be followed by <a href=\"https:\/\/alibhamed.medium.com\/the-streaming-wars-will-turn-into-the-social-wars-72eee775f430\"><span style=\"text-decoration: underline;\">Social Media Wars<\/span><\/a>?<\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">What marketers should consider<\/h2>\n\n<p>Okay, breathe in, breathe out and let\u2019s take a few steps back because it\u2019s hard to predict how this subscription-based model will work out.\u00a0<\/p>\n\n<p>Meta could as well cancel it if too many of their users quit their network and look for alternatives. Or new digital innovations &#8211; see the buzz around artificial Intelligence, our next topic on this blog &#8211; will disrupt the market even more and turn the whole game upside down. Who knows?<\/p>\n\n<p>For now though, there are a few things markteres to consider:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Watch out for actual reports by creators how the subscription-based model actually improved their visibility, <a href=\"https:\/\/wegotthiscovered.com\/social-media\/is-it-worth-spending-money-on-paid-verification-on-social-media\/\"><span style=\"text-decoration: underline;\">like this one that doesn\u2019t sound too optimistic<\/span><\/a>. It\u2019s always better to look at experiences and not just trust Meta blindly on its promises.<\/li>\n\n\n\n<li>Accounts with a blue check are not necessarily the better choice to cooperate with, since it (still) doesn\u2019t say much about their relevance but rather their willingness to pay. Consider if their audience fits your product or service or how large the engagement of their postings are than just evaluating if they are verified or not.<\/li>\n\n\n\n<li>If this move by Meta indeed marks a shift towards an era of paid social media, it\u2019s likely that users and creators will focus on networks that suits them, rather than being present on all of them, since it won\u2019t be only a matter of time but of money as well. This means that it gets more important than ever for marketers to develop platform-designed strategies &#8211; and not just to create content pieces to distribute on Facebook, Instagram, Twitter and TikTok alike.<\/li>\n\n\n\n<li>As a general rule, it\u2019s wise to not only bet on social media ads to generate demand. Have a look at other possibilities like <a href=\"https:\/\/customlytics.com\/de\/native-advertising\/\"><span style=\"text-decoration: underline;\">native advertising<\/span><\/a> or how to <a href=\"https:\/\/customlytics.com\/de\/web-to-app-conversion\/\"><span style=\"text-decoration: underline;\">draw users from the web to your app<\/span><\/a> that we described in previous blog posts.\u00a0<\/li>\n\n\n\n<li>Furthermore, social media is just one part of a digital marketing strategy and you should always have an overview of all the channels and how they connect with each other. <a href=\"https:\/\/customlytics.com\/de\/marketing-master-map\/\"><span style=\"text-decoration: underline;\">For this, we created our Marketing Master Map which you should get here now<\/span>.<\/a><\/li>\n<\/ul>\n\n<p><em>\ud83d\udca1 Knowledge sharing is at the core of what we do. Sign up for our <\/em><a href=\"https:\/\/customlytics.com\/newsletter-sign-up\/\"><em><span style=\"text-decoration: underline;\">newsletter<\/span><\/em><\/a><em> and become part of <\/em><a href=\"https:\/\/www.linkedin.com\/company\/customlytics\/\"><em><span style=\"text-decoration: underline;\">our community on LinkedIn<\/span><\/em><\/a><em> to learn how to make apps succeed in the competitive mobile landscape.<\/em><\/p>\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Helpful Links:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/customlytics.com\/de\/native-advertising\/\"><span style=\"text-decoration: underline;\">Customlytics Blog: Ads that don\u2019t feel like ads \u2013 why app marketers choose native advertising<\/span><\/a><\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.vox.com\/recode\/2023\/2\/21\/23609375\/meta-verified-twitter-blue-checkmark-badge-instagram-facebook\"><span style=\"text-decoration: underline;\">Vox: Social media used to be free. Not anymore.<\/span><\/a><\/li>\n<\/ul>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/wegotthiscovered.com\/social-media\/is-it-worth-spending-money-on-paid-verification-on-social-media\/\"><span style=\"text-decoration: underline;\">We Got This Covered: Is it worth spending money on paid verification on social media?<\/span><\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Meta\u2019s blue checkmark won\u2019t be free anymore: Instagram and Facebook users in the US now have to pay to get a verified badge which signals<\/p>\n","protected":false},"author":18,"featured_media":16293,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[106],"tags":[308,307,305,306],"class_list":["post-16295","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-performance-marketing-de","tag-facebook-de","tag-instagram-de","tag-meta-de","tag-metaverse-de","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Meta Verified as a paid model: How will this play out?<\/title>\n<meta name=\"description\" content=\"Meta offers a subscription-based model. 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