Expanding the Meta Verified for Business Program: Canadian Brands Get Blue Checkmarks

Canadian businesses are now joining the league of those eligible to purchase the coveted blue checkmark on Facebook and Instagram. Meta is extending its Meta Verified for Business program to Canadian brands starting this week, further enhancing its services for brand verification.

Elevating Brand Presence:

Meta had initially rolled out its Verified for Business package in New Zealand this month, expanding its subscription verification program catering to content creators.

This new offering empowers brands with tools to enhance their visibility on feeds, all at an affordable cost of $36.99 CAD/month per Facebook page or Instagram account. The idea of purchasing a verification badge might seem to diminish its value, but Meta is moving forward with this approach.

The Added Perks:

Under this new program, brands that opt for the blue checkmark will also receive:

• Proactive Impersonation Monitoring: This feature bolsters brand protection, ensuring that no one can impersonate the brand.

• Access to Support: Brands will have access to support resources for addressing account issues and troubleshooting.

• Enhanced Discoverability: Businesses will have new avenues for being discovered as a Meta Verified entity. This includes featuring at or near the top of search results and being recommended as a verified business to follow in users' feeds.

While the enhanced discoverability feature is still in testing, it raises some concerns, as Meta had previously removed a similar exposure boost from its Verified for Creators package due to its impact on the user experience.

Now, Meta is introducing this feature for brands, but it could potentially raise questions about the integrity of search results.

The Value of Paid Verification:

The concept of offering paid verification checks has sparked debate as it can dilute the prestige of the verified badge. However, Meta believes this program addresses a longstanding need, particularly for small businesses looking to establish their brand and reach new customers. The focus is on evolving business offerings to provide more value to businesses of all sizes.

User Experience and Incentives:

While the promotional value for verified profiles is evident, the impact on users is less clear. Meta is trying to strike a delicate balance to ensure paid brands do not receive undue favoritism from its systems while providing enough incentive for businesses to invest in verification.

Relevant and Latest Facts about Meta :

• Meta first launched its Verified for Business package with brands in New Zealand earlier in August 2023.

• The program is expanding to Canada this week and is expected to roll out to other countries in the future.

• The program is available for both Facebook pages and Instagram accounts.

• The monthly subscription fee is $36.99 CAD.

• The program includes the following features:

  • A blue checkmark

  • Proactive impersonation monitoring

  • Access to support

  • New ways to be discovered, such as appearing at or near the top of search results and as a recommended verified business to follow in feed

Conclusion:

Overall, the new Meta Verified for Business program is a way for brands to gain additional visibility and credibility on Facebook and Instagram. The program is still in testing, so it remains to be seen how it will impact the user experience and the overall value of the verified tick.

The selling of verification might raise questions about its impact on the user experience, but the demand exists, and Meta sees an opportunity for revenue. It's a strategic move, even if it means slightly reducing the exclusivity of in-app markers.