Social media verification, symbolized by the coveted blue checkmark, was once a badge of authenticity. It had a direct impact on a business’s digital presence, indicating that the account was real, associated with the legitimate business it claimed to represent, and could be trusted.
Originally introduced by Twitter (now X) in 2009, the checkmark helped users distinguish between authentic profiles of celebrities, public figures, and businesses from impersonators and fan accounts.
Over time, this simple icon became a powerful status symbol in the world of social media marketing. For businesses, it signaled trust, legitimacy, and, to some extent, influence. A verified account often experiences a boost in visibility and credibility.
However, in recent years, the value of the checkmark has come under scrutiny. In the past, verification had to be earned—and an account’s identity had to be carefully vetted. Today, the checkmark can be bought. In 2022, Twitter introduced the option for users to purchase verification through its Twitter Blue subscription service. Other platforms later followed suit. But average users quickly mocked the decision, pointing out that it obscured the purpose of having verification at all.
And as we head into 2025? Well, a mix of colorful badges and checkmarks that may or may not be earned, vetted, or purchased, across every platform, has become muddied and confusing to the average user. In general, trust has been lost in this system. But some platforms, like LinkedIn, still use it the way that it was intended—and there is still integrity for verified businesses.
So, what’s the right move for you? Is verification on social media worth it?
Here are the pros and cons:
- Pros:
- Credibility: Verification can make your profile appear more trustworthy to users.
- Brand Protection: It helps protect your brand from impersonation and fake accounts.
- Increased Reach: Verified accounts often experience more extensive reach and visibility in platform algorithms.
- Cons:
- Difficult Process: Obtaining authentic verification can be a challenging and sometimes opaque process, with specific criteria that must be met.
- False Security: While it increases trust, verification doesn’t prevent all forms of misinformation or negative interactions.
- Management Overhead: Maintaining a verified status requires ongoing, active management of the social media account, which can be resource-intensive.
Today, businesses can no longer rely solely on a blue checkmark to signal legitimacy. They need to build a strong presence through consistent branding, excellent customer service, and high-quality content.
Therefore, whether or not to seek verification will depend on your specific business needs and the potential benefits it can bring in terms of credibility and user engagement.
If you’d like a personal rundown based on your company’s social media presence and your business goals, we’d be happy to meet up with you to discuss it further. Please reach out to us anytime—on social media, if you please!