Will you be required to pay to use social media? NC digital experts weigh in
Several social media platforms are rolling out subscription services for users.
Meta introduced a new monthly subscription bundle for Instagram and Facebook called Meta Verified that will help creators grow and protect their accounts.
It’s similar to Twitter’s new service recently announced, Twitter Blue.
Right now, both subscription services are optional so users are not required to sign up. Meta Verified subscription service will cost $11.99 per month on the web and $14.99 per month for the app. Twitter’s blue check is $8 a month for the web and $11 for the app.
This comes at a time when social media companies are searching for new revenue sources as online advertising slows. Elizabeth Carey, an associate marketing professor for Johnson and Wales University Providence’s College of Business, explained this could be why more social media subscriptions are being introduced.
“It’s really about the economy,” Carey told The Charlotte Observer. “Companies have pulled way back on their digital advertising spending budgets and that’s going to continue as long as we have these macroeconomic issues affecting the economy.”
Carey said Meta is among some of the biggest tech companies that have been dealing with setbacks such as layoffs and digital advertising restrictions.
“Digital advertising in general can be very inconsistent for these companies so I’m not surprised that they’re trying to institute these subscriptions as a way to diversify their business revenue. A lot of companies are doing it,” Carey explained.
Subscriptions fueled by ‘creator economy’
Both subscription service programs are intended to help users, especially creators, boost their presence online.
“I think what’s going to be quite evident on subscriptions is whether users, specifically content creators because we are in the midst of a creator economy, whether or not subscriptions will really prove to be valuable,” Carey said. “Meta and other companies are going to have to be really careful that they deliver on those added value benefits. Otherwise, I don’t think users are going to see the value.”
Charlotte content creators Elena Kacan, a community marketing manager at Bloomreach, and Meredith Dean, CEO of The Dean’s List, a digital branding company, agree.
“You really do have to pay to play to get seen beyond past your follower base,” Kacan told The Observer. “So I think there are going to be a lot of people who are going to be skeptical about this just to be one more thing that you have to pay for, and this is the only way I can get verified is by paying and does it cheapen or lessen the value if just anybody can pay for verification.”
Whether a content creator or a business, Dean explained a lot of the features – specifically the direct account support and increased visibility – will be beneficial if users have a lot of access to utilize them.
“I think there are way more pros that outweigh the cons, and there’s definitely both,” Dean explained. “I think it’s really great because of the amount of support people are getting. Users are able to have access that they didn’t have before.”
About Meta Verified
A verification badge to establish your account’s authenticity
Account monitoring and require two-factor authentication to avoid impersonators
Increased visibility
Exclusive features for Instagram and Facebook stories and reels
Direct account support for account issues
What’s included with Twitter Blue?
The notable blue checkmark on your profile
Ability to edit and undo tweets
Two-factor authentication
Custom navigation and access to audio content
Custom app icons, themes and NFT profiles
Increased visibility with permission to post longer tweets and videos
Even though the subscription services are optional right now, Carey does not predict that they will ever be required.
“I think there will always be a free option,” she said. “If a content creator pays for that subscription, gets the account verification on Instagram and they’re not seeing the reach and the impressions that Meta is promising, they’re going to question the value and the whole subscription base will really kind of dissolve because they won’t see the added value in that extra payment that they have to make every month.”
Meta Verified is now available in the United States, Australia and New Zealand for anyone 18 years or older. Twitter Blue is also available to most users, but those new to the platform must wait 90 days to apply for the subscription service.
Dean and Kacan say they both expect other social media platforms to implement some type of subscription service for users eventually.
“I think sooner or later, now that Twitter is doing it and Meta is following suit, TikTok is going to be next. It’s just going to start a trend of a revenue structure that’s just going to put people out, but people are just going to continue to pay and use it,” Kacan said.
