The Demise of Twitter Verification: A Shift in Credibility and Visibility Under Elon Musk’s Ownership

The change in Twitter under Elon Musk’s ownership has had a significant impact on the platform, as well as on the visibility of prominent users. Twitter was once considered the go-to source for breaking news, but now it’s becoming increasingly difficult to separate fact from fiction.  Even the performance of the platform has become increasingly unreliable.   One thing is for sure, Twitter is a far cry from when I first announced the social channel in 2009.

As a social media marketing freelancer, part of my livelihood depends on the relationships I cultivate with notable customers and influencers. These are individuals who have worked hard to build their reputations and influence online. For them, social media verification is not just a status symbol, it’s a badge of honor representing their hard work and dedication.

The blue checkmark of Twitter is one of those hallmarks. But recently, the world of Twitter verification has been turned on its head.

That check mark was more than just a symbol of credibility. It was a way to separate oneself as an influencer, actor, reporter, politician, brand, or public figure from the thousands of others who aren’t. It was a way to stand out and be recognized for hard work, dedication, and reputation.  And in a world where literally anyone can set up a profile under any name on any social channel, verification is the only way people can confirm sources. 

What was once a coveted blue check mark, denoting the identity of the account’s owner and operator has been reduced to a mere symbol of vanity. Twitter’s recent decision to allow anyone to be “verified” for a fee of $8 a month has left many public figures feeling disillusioned and devalued.  This desperate attempt on the part of Elon Musk to generate money has done far more damage to credibility than the $8 price tag would do to the wallet.  

It’s not just about the money, either. The new verification system is a double-edged sword that has left many formerly verified public figures and brands feeling even less validated than before. While the old system provided a sense of credibility and authenticity, the new system is more of a pay-to-play scheme that undermines the value of hard work and genuine influence. 

The new verification system makes it harder to trust the information being shared. This lack of credibility is a major concern for anyone who works with notable customers and influencers, as well as for users who rely on Twitter to follow brands, officials, celebrities, and other prominent figures. Now, with everyone able to purchase a check mark for a small fee, the value of verification has been diminished. It’s become just another symbol of vanity, a way for people to boost their egos without actually earning it.

The change in verification is also causing a shift in visibility for many prominent users who previously held a blue checkmark. The removal of the verification badge for those who declined to pay the fee, and there are many,  means that they are now less visible on the platform, making it harder for them to connect with their followers, inform the public, and promote their brand.  But it’s not just about the individual impact. 

This shift in visibility is particularly concerning for anyone who works with public figures, influencers, and national brands, as the verification badge was once seen as a vital tool in building credibility and increasing visibility.  It was an assurance that followers would be alerted to new information almost immediately, a way for schools and local governments to inform their citizens of pertinent information, for example.

In the end, Twitter’s decision to change its verification system may have seemed like a small, inconsequential tweak, but it has far-reaching implications for those of us who work in social media marketing. As we navigate this new landscape, we must remain vigilant in our efforts to assure our clients are legitimately represented.  If you work with influencers, you’ll need to go further to verify those who have earned their place in the spotlight through hard work and dedication are recognized.