Until recently, having a blue tick next to your username on Instagram, Facebook or X (formerly Twitter) was something reserved for well-known public figures, but since Meta’s verification system changed in 2023 it’s open to many more.

In this month’s blog I’m focusing in on Meta Verified, what exactly it is, and what the benefits are so that you can find out if it’s a good idea for you.

So, let’s dive in: is Meta Verified worth it for your business?

First of all, what does Meta's blue tick mean?

The blue tick was part of the Twitter landscape for a long time before it was adopted by Meta and used on Instagram and Facebook.

A blue tick means that the profile has been verified – it’s the real deal. This isn’t someone impersonating a person or brand, this is them, and you can trust their profile.

Until a couple of years ago, the blue tick was a free mark of verification awarded to high-profile public figures and brands.

But in 2023 Meta Verified was launched, whereby individuals and businesses can pay a monthly fee in exchange for the blue verification tick, which provides additional benefits such as increased visibility, protection against impersonation, and access to extra features.

It was initially piloted in a few countries and has now been established in the UK for over a year; it’s a service which is continuing to evolve as Meta refines its offerings and addresses user feedback.

Side note: are blue ticks on X the same?

It’s worth saying that Meta Verified is very different to the blue-tick system now used on X.

In 2021, ‘Twitter Blue’ was introduced, where any profile can receive the blue tick in exchange for a monthly fee, and these users are given features such as being able to edit tweets.

In contrast, Meta Verified has a more robust verification system in place whereby profiles are assessed in order to establish their credibility.

The blue tick therefore carries a much higher level of trust on Meta platforms than on X, and the extra features available encompass support for businesses in maintaining that credibility.

If you’re asking the question, ‘is Meta Verified worth it?’, you need to weigh up what the benefits would be – so what are the features that are offered with Meta Verified?

What is the appeal of being Meta Verified?

Being Meta Verified in the UK gives several benefits to individuals, brands, and businesses looking to enhance their online presence and credibility on Meta platforms like Facebook, Instagram and WhatsApp.

When people ask me, ‘is Meta Verified worth it for my business?’, these are the advantages that I tell them about to help them decide.

Credibility and trust: does the Verified Blue Tick mean more than ever, or is it just a clever cash-grab?

In an online landscape where disinformation and fact-checking measures are changing and users are reevaluating who and how to trust, it’s important for your business to show authenticity.

Meta’s aim for verified status is that it communicates trustworthiness, and sets you out from your competitors, as well as enhancing your reputation – which is good for any business, but especially ideal for luxury brands who are selling a high-ticket product or service.

But now that there are no longer any third-party watchdogs on the platforms, some would argue that paying for Meta Verified is their only way to establish trust online, and by removing fact-checking, Meta have forced users’ hands and created the perfect storm to drive sales of the coveted blue tick.

Whether this was Meta’s plan all along or not, the blue tick has long been associated with authenticity and having it alongside your business’s name is bound to build positive associations of trust on their platforms.

If you’re running a small business, Meta Verified could be a way to signal to the outside world that even if you don’t have a huge following yet, you are to be taken seriously and trusted.

Boosted visibility

Many businesses struggle with maintaining social media visibility, which can be crucial in growing your audience in order to get leads.

Verified profiles are often prioritised in search results, driving even more traffic to your platform, and onto your website.

Studies also suggest that users are more likely to engage with verified accounts by liking, commenting on and sharing posts, because they’re more likely to interact with accounts which they trust.

This drives your reach, further growing your audience.