The landscape of social media verification has changed dramatically with platforms like X introducing premium verification packages. The latest in the lineup is X’s 'Verification for Organizations' package, which now comes with a hefty $1000 price tag for a gold tick. But is it worth it?
On first glance, $1000 seems like a tall order, especially for smaller businesses. However, large corporations might find the brand security, coupled with the added benefits, enough justification for the expenditure. X has made its pitch clearer with an updated welcome screen that provides a breakdown of perks such as priority exposure and premium support. This move is in alignment with Meta’s own verification approach. In fact, many organizations have adopted Meta's verification to address lingering account issues, finding the premium direct support worth the expense.
X’s promise of a "30-minute average response time to any question" is a bold claim, potentially revolutionizing account support dynamics. Yet, there's no getting around the initial $1000 charge for the first subscription month.
An intriguing addition is X’s on-profile job listings feature, currently in the testing phase. Accessible to select US brands, this could enhance recruitment strategies for companies that generate significant app traction. Several brands acknowledge successful hires via X, making this feature a logical progression. However, the efficacy depends on the traffic a brand profile receives and X’s efforts in amplifying job ad visibility.
The real gauge of the program's success is tricky. While numerous gold checkmarks dot the app, a significant portion is "gifted" by X’s management, primarily as a nod to high spending advertisers and cherished brands. This tactic cleverly creates a perceived demand for the gold ticks, making them more coveted among organizations.
However, this transition has its challenges. From the conventional blue tick system to the newer multi-icon display, the shift has been more convoluted than clear. Although offerings like dedicated account support and enhanced exposure are alluring, there's a looming concern: How will X balance exposure for both Blue (soon "X Premium") subscribers and brands without overwhelming the "For You" feed?
While the gold tick provides brands a competitive edge, there's a tightrope walk between offering premium services and ensuring a seamless user experience. Only time will tell if X’s golden gamble pays off.
