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Unlocking the Potential of Twitter: All Advertisers Now Have to Pay for Verification

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Unlocking the Potential of Twitter: All Advertisers Now Have to Pay for Verification

According to Twitter, every advertiser who wants to advertise on their platform will now be required to pay for verification before they can run ads within the app.

Elon Musk appears to be pushing Twitter to increase its subscription revenue by requiring advertisers to sign up for either Twitter Blue or Verification for Organizations in order to continue running ads on the platform.

Twitter has sent an email to all advertisers about this change, stating that brands will have to pay either $8 per month for a blue tick or $1,000 per month for Verification for Organizations.

However, brands that are already spending over $1,000 per month will receive gold checkmarks automatically.

The cheapest option would be to buy a Twitter Blue subscription for an additional $96 per year, which comes with a verified tick for the brand account.

However, there are concerns around the negative stigma of paying for a blue tick, and there is no actual verification involved in Musk’s Twitter Blue process, meaning someone else could also register a brand name and obtain a blue tick for it.

Twitter has added an “impersonation defense” element to its Verification for Organizations package to combat this.

Verified Organizations will also receive premium customer support, but it comes at a cost of $1,000 per month.

This change will likely affect many small and medium-sized businesses that make up the majority of Twitter’s ad spend, as they will have to pay extra for few add-on features and no protection against impersonation, potentially affecting brand safety in ad placement.

Twitter needs advertisers to keep spending, but instead of offering them new incentives, it is telling them they will have to pay for the privilege.

Unlocking the Potential of Twitter: All Advertisers Now Have to Pay for Verification

While paying for verification theoretically results in more reach, it may not be worth it for many advertisers.

The blue tick has lost some of its credibility, and extra reach may be limited since Twitter plans to only show tweets from verified profiles in its For You feed recommendations.

Overall, the change may not be a great pitch for Twitter, but it is working to increase subscription take-up.

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