In recent months, X has faced significant criticism over its
approach to account verification since being acquired by Elon Musk. The blue
checkmark, which was previously only given to notable public figures, became
available for anyone to purchase through the platform's new subscription
service.
This understandably diminished the value and credibility
associated with verification status on X. However, the company is now trying a
new strategy that could offer greater incentives for some businesses to
participate in the program.
X has launched new organizational accounts and packages
aimed at brands and companies using the platform for marketing and advertising
purposes. There are two tiers available - Basic and Full Access.
The Basic package costs $2000 annually and provides core
features like prioritized customer support, inclusion in the platform's job
postings, and the full suite of tools available through X's paid subscription.
Perhaps most notably, brands that enroll will receive $2000 in ad credits to
spend on promoting tweets and other promotional activities through X's
advertising platform.
The Full Access option is priced at $10,000 per year. In
addition to the perks offered at the Basic level, it provides increased reach
and distribution for tweets through a special algorithmic boost. Full Access
organizational accounts also gain the ability to link and connect to other
related profiles, helping build affiliations and make partnerships more visible
on the platform. Like the Basic package, $10,000 in annual ad credits are
included to match the subscription fee amount.
For many companies, the new incentives could make
organizational accounts and verification through X a more appealing proposition
despite the controversy. If a brand was already budgeting $2000 or more per
year for ads and promotions on the platform, joining at the Basic level
essentially makes that an even swap through the credit matching. It also opens
access to priority customer support and inclusion in recruitment efforts.
Larger budgets may find value in the Full Access tier and its additional reach
and networking tools.
Of course, the core issue remains that anyone can now obtain
a blue checkmark without any notability review process. This certainly
diminishes what the verification used to represent as a status symbol.
However, X appears to be taking a "if you can't beat
them, join them" type approach. By offering advertising dollars and other
promotional perks to match subscription fees, they are incentivizing brands
that already utilize the platform for marketing to participate in the
organizational program. Whether this strategy can restore some credibility to
the verification process long term remains to be seen.
For companies aiming to maximize their social media presence
and efforts, a crucial part of the process is monitoring updates across all
major networks. This includes keeping up with new product features, policy
changes, algorithm shifts, and other evolutions that could impact engagement
levels or require strategic adjustments over time.
A social media management "smm panel" like Great
SMM provides precisely this type of support and insights. Our team of experts
analyzes developments on X, as well as other leading platforms like Facebook,
Instagram, Pinterest and more.
This allows us to advise clients on how to best optimize
their approach and stay ahead of any disruptions to what's worked well
previously. At Great SMM, we uncover the implications of all significant
updates so you retain focus on growth rather than getting distracted by changes
in the industry.
