Microblogging platform Twitter is reported to have notified users of the need to have a verified checkmark to continue running ads on the platform.
Several users have taken to their Twitter handle to post screenshots of an email reportedly sent by Twitter, stating that from April 21, verified checkmarks are required to complete the continued running ads on the platform.
Social media and industry analyst Matt Navarra took to his Twitter handle to disclose the content of the email sent.
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WOW… Twitter is now telling advertisers it MUST subscribe to Twitter Blue or Verified Organisations to continue running ads! pic.twitter.com/4DrDu82Zi0
— Matt Navarra – Exiting X… Follow me on Threads (@MattNavarra) April 21, 2023
The email reads,
“Building a better Twitter through verification
“Hello! Starting April 21, your @account must have a verified checkmark or subscribe to either Twitter Blue or Verified Organizations to continue running ads on Twitter. Business accounts spending in excess of $1000 per month already have gold checks or will soon, and they’ll continue to enjoy access to advertising without interruption at this time.
“This change aligns with Twitter’s broader verification strategy: to elevate the quality of content on Twitter and enhance your experience as a user and advertiser. This approach also supports our ongoing efforts to reduce fraudulent accounts and bots. Subscribing to either of these services means you have been verified by Twitter as a real person and/or business.
“Amongst other features, you’ll have a more visible organic presence and a broader range of creation tools. We’re excited for you to get started and to benefit from a superior Twitter experience.”
Twitter seeks to ensure that individuals or businesses that want to post an ad will have to subscribe to $8 per month for Twitter Blue or $1,000 per month to be recognized as a verified organization. This move is in line with Twitter’s new policy to build a better platform through verification.
Following ads moderation on the platform, Twitter CEO Elon Musk last year disclosed that he is planning a content moderation council representing diverse viewpoints that will tackle inappropriate content and reassure advertisers, but it would take a few months to put together, as he notes that the biggest concern for big advertisers is brand safety and risk avoidance.
Musk intends to revamp Twitter’s ad targeting system to resemble that of Google’s search ads, which primarily focus on keywords searched for rather than a user’s activity or profile data. It is interesting to note that Musk has been trying to improve Twitter ads since he acquired the company.
While it is uncertain whether altering Twitter’s ad targeting system to prioritize keywords, similar to Google ads, will result in better quality advertising, experts in the field have raised questions and identified potential drawbacks.