Just as Twitter users simmered down after the social media giant pulled the free blue verification checkmarks that ruled the previous regime, the company is now rolling out a new platform advertising policy that should stir another hornet’s nest.
According to iMore.com, a technology news site, Twitter says “advertisers must be verified if they want to run ads on the social network.”
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“The move means that businesses running ads will effectively have to pay $1,000 per month if they want to be able to advertise on Twitter, although they could potentially pay the base $8 per month and pretend they're an individual,” iMore.com reported. “That would mean missing out on the other features that verified organizations benefit from.”
Additionally, Twitter said businesses already spending $1,000 or more per month will “automatically get a free gold checkmark applied to their account if they haven't got it already,” iMore.com noted.
Numerous Twitter users, including social media influencer Matt Navarra, posted a recent Twitter email that fills in the blanks on the new advertising policy.
This from the email.
Building a better Twitter through verification.
Hello!
Starting April 21, your @account must have a verified checkmark or subscribe to either Twitter Blue or Verified Organizations to continue running ads on Twitter. Business accounts spending in excess of $1000 per month already have gold checks or will soon, and they’ll continue to enjoy access to advertising without interruption at this time.
This change aligns with Twitter’s broader verification strategy: to elevate the quality of content on Twitter and enhance your experience as a user and advertiser. This approach also supports our ongoing efforts to reduce fraudulent accounts and bots.
Subscribing to either of these services means you have been verified by Twitter as a real person and/or business.
Amongst other features, you’ll have a more visible organic presence and a broader range of creation tools. We’re excited for you to get started and to benefit from a superior Twitter experience.
For Twitter Blue, sign up here.
For Verified Organizations, apply here.
Other tech publications say the new policy will force Twitter users to pay for something they’d previously gotten for free – and that should sound familiar.
“There is nothing official yet on Twitter’s ads account pages to indicate that only verified accounts will be able to advertise, but there is some sense in requiring verification for advertisers if it reduces spam or deters other bad actors from the platform,” Tech Crunch reported on April 21. “However, for this to be properly effective, it would surely need rigorous vetting beyond requiring a credit card and phone number, while the $8 monthly fee is not a major deterrent in itself.”
“Moving forward, it seems that anyone wanting to post an ad or promote a tweet will have to cough up $8/month for Twitter Blue, or $1,000 per month to be recognized as a verified organization,” the publication noted.
It seems that Elon Musk has another public relations issue on his hands, which seems to be reaching deeply into users’ pockets if they want to have their say on Twitter.
