Meta Verified Enhances Brand Features and Tests User Warnings
Meta is rolling out new features for its Meta Verified program, specifically targeting brands. A key addition is the "Original" content tag. This feature allows Meta Verified profiles to mark their posts as original content. Any reposts will then directly link back to the original post, offering brands increased visibility and attribution.
This feature could significantly benefit brand campaigns encouraging user-generated content. For example, a brand could launch a contest prompting users to create their own versions of a promotional post. With the "Original" tag, each repost would link back to the brand's profile, amplifying reach and brand awareness.
Meta Tests Warnings for Unverified Business Profiles
In a separate initiative, Meta is testing in-stream pop-up warnings for users interacting with unverified business profiles. This move aims to increase user trust and encourage more businesses to subscribe to Meta Verified.
“People report the verified badge is a helpful signal when deciding whether to engage with a business they don’t already know. To help people more easily assess whether a business account is Meta Verified before engaging, we’re testing new in-app education that more clearly tells people when a business account is not yet Meta Verified.”
This tactic could incentivize verification adoption, as users may hesitate to engage with unverified businesses. While Meta's verification process offers a degree of identity verification, the shift from verification as a mark of notability to a paid service raises concerns about its long-term value.
Meta claims that Verified subscribers experience increased engagement due to improved in-feed recommendations and higher search result rankings. These added benefits, along with the "Original" content tag and the potential impact of warnings on unverified profiles, may encourage more businesses to consider the $21.99 monthly subscription (per Facebook Page or Instagram account) or the $34.99 monthly fee for both.
Meta plans to test these warnings with a small user group over the coming months.
