In the “look at me” world that we live in today, people want to look important. The days of working hard and building authentic brands are becoming more distant. People want instant “fame” and the feeling of being important or valuable without actually becoming important by providing something valuable to the world.
Recently, Instagram allowed people to purchase the blue “verified” checkmark, and the value of the checkmark has since declined. Years ago, you had to be someone “important” to RECEIVE the blue checkmark, you couldn’t purchase it.
Consumers today are a lot smarter and we know the blue checkmark can be purchased so it doesn’t hold any value as it once did. I see Instagram accounts with 1k followers and they have a blue checkmark. Is the point to show people that you’re important? Is it a symbol of trust to your customers and clients? If it’s to show customers and clients that you’re a real person or a brand, you’re using it to build trust. Well, your product or service should be able to do that. You’re indirectly telling your customers that you’re paying to look like you can be trusted, and if you have to pay to show value, that’s not good.
I used to follow another product creator who had this amazing brand, with products sold in Target, Walmart, Walgreens, etc., and he was featured in many talk shows and publications. He also had the blue checkmark, but he received his before you could purchase it. Many people didn’t know, but starting around 2018 Meta allowed users to purchase the blue checkmark, and if Instagram felt you were “qualified” they would grant you a blue checkmark.
I noticed that his account kept on growing in followers at a tremendous rate, but I also started to look at his engagement. From a consumer or follower standpoint, tell me how this looks…
600k followers
Each post has between 80 – 150 likes
3 comments, 2 out of the 3 were a spam type comments
It’s a clear sign that he is buying followers to make himself “look” more legit. So in a way, he is lying to potential customers and his followers. If someone is willing to lie to their customers, potential customers, and followers, what does that tell you?
I also started looking at his followers, and his followers were all bots. How can you tell if someone has bots as followers? Very easy. Go look at someone’s followers, click on their followers’ accounts, and if you see accounts that have 5 followers but are following 3k that’s a clear indicator that the account isn’t real.
With this in mind, that’s what I saw, and he lost me as a follower of himself and his brand. He got lost in the sauce, trying to look the part. He already had a winning product but he wanted to build himself up over his brand and in doing so, he devalued himself. Now I don’t hear much about him because I’m sure others caught on.
I also see “verified” accounts with 2k followers
Each post has between 20-80 likes
4 comments and one is a spam-type comment with a “promote it here” comment
Do you see where I am going with this?
If you bought or are thinking of buying the blue checkmark because you see your competitors with the blue checkmark, you’re a follower. Tell me, what are you doing that makes you stand out from your competitors? Tell me your story, show me your work, and what value you can bring me as a customer. This is why you need to have your own real estate on the web. You need to own a website. I want to know who you are, and I want to learn about your brand. If you’re a “professional” and you don’t own real estate on the web, you’re not a professional.
When I am looking to work with someone or a business, I don’t think “Hey they have a blue checkmark, that’s good enough for me”. We are all consumers, think from the consumer standpoint.
I know a lot of professionals who are so deep into their work that they didn’t bother buying the blue checkmark. They have thousands of real followers but have left their account the way it is since they signed up. They are keeping it authentic and I respect that and so do their customers.
The blue checkmark should be earned organically and should be treated as an award that is earned. It’s no different than someone paying for a trophy and then labeling it themselves with 1st place or MVP, thinking that it will bring more opportunity.
The New York Post wrote an article about this exact topic a couple of months ago that you can read here https://nypost.com/2023/05/10/social-media-is-in-flop-era-now-that-you-can-buy-blue-checks/
To close this out, keep in mind that consumers are smart. They’re researching and understanding where they put their money and who they want to work with. Check your ego. If you paid for your blue checkmark for the reasons stated above, you’re not only devaluing your brand, you’re just doing Meta a favor by contributing to their bank account each time you have to pay them so you can be “verified”. Being verified is a business model for Meta and you’re the business. If you’re going to pay anything to grow your business pay for ad space on Google or on Meta.
Tell your customers who you are through your story, and the value you bring, and let them verify you and I guarantee your light will shine brighter and longer.
