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New Twitter Survey Claims More Than 50% of Brands Will Not Pay Extra For Verification

In case you did not know, Twitter has relaunched its much-talked-about and controversial verification program this week.

While it costs a staggering $11 for iOS users, it’s coming at a price tag of $8 for those with Android. But the real question is whether or not all that painstaking effort that the app has put in for businesses and brands is really worth it or not?

Remember, we last heard that an array of color-coded ticks were being launched with the hopes that the firm would rid any chances of impersonation that brands were forced to deal with online. Brands would attain gold-colored checkmarks while all users would be required to authenticate identities along the way.

To help better understand the microdynamics of the whole scenario, the team from Capterra find out the bottom line of this endeavor. Nearly 300 different US marketing and advertising professionals were surveyed to see what they thought about Elon Musk’s decision to relaunch a new version of the verification ordeal. They were similarly questioned about what they felt was important regarding the world of ads on Twitter, how they could alter verification status online, and more.

While the report was full of detailed insights, we thought it would be super interesting to write out a few pointers for your convenience here. For starters, more than half of the brands surveyed were reluctant to pay $8 for the monthly verification subscription on the platform.

At the moment, most brands have the usual blue tick and now, they would be converting to a gold-colored one under this new plan to help ward off the risk of being impersonated by others on the app. Therefore, to keep that gold tick running, they would be required to jet out $8 each month.

For now, we’re not sure exactly what the real deadline for this could be and if the new program would see a huge take-up. And this might then force other labels to step and increase the momentum for businesses to pay the fees and keep that indicator that symbolizes trust and authority on this application. But if you ask the brands at this moment, they’re not happy seeing the extra fees associated with this endeavor.

A lot of people who responded mentioned that they were willing to jet out more money to get enhanced options for promotion, security, user targeting, and more regarding the verification plan. But again, around 50% of businesses said they feel verification is going to serve a real purpose in their life.

Now the whole situation does actually depend on a huge take-up by the brands and when they’re willing to do it if any. If a few brands start to do it, the trend could start to pick up momentum and you’d be dealing with the likes of more brands getting on board with a similar decision. Similarly, it has to do with the time provided by the company to meet a specific deadline which is nowhere to be seen at this moment. Take a look at below graphics for more insights:
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