16/05/2024
My Take on Meta Verified from an Ads Manager's Perspective
If you've been following the news, you've probably heard that Meta is planning to charge for verification. As an Ads Manager, here are my key takeaways:
Availability: Meta Verified isn't accessible in every country and isn't available for all accounts yet - no point worrying about this if you can’t access it!
Business-Only: Currently, it's limited to business accounts, leaving out creator accounts. This restriction can be a drawback for creators who rely on their personal brand for engagement and growth, missing out on potential benefits of verification. Will creators turn their accounts into business accounts?
Cost Concerns: At $350 for the top package, it seems steep. Personally, I'd rather invest that money in ads targeting potential customers. For the same amount, you could run a fairly well-targeted ad campaign that directly drives sales and engagement, providing a more immediate return on investment.
Support Promises: Meta promises a dedicated support person for Verified accounts. Given my past experiences with Meta's support, I'm sceptical about the quality of this support. Will this be a true enhancement or just more of the same inconsistent assistance we've seen before? My experience shows me that the Meta support people aren’t marketing professionals either!
Communication: It's interesting that Adam Mosseri hasn't announced this on Instagram himself. Not quite sure why but I can only assume he’s looking at what people think of the annoucment.
Reels Links: How useful are links in Reels? While adding links could drive traffic, I’d prefer spending that money on ads that have a proven track record of conversion. Ads offer more control and measurable outcomes compared to the uncertain impact of link placements in Reels.
If you have no idea what I’m talking about then check out the link in the comments for the announcement.
