"2014년부터 시작된 인스타그램의 "verified"마크를 받은 공식 계정은 가짜 계정들로부터 보호받을 수 있고, 인스타그램의 신규 기능들을 가장 먼저 체험 및 상업적으로 활용할 수 있으며, 프로필 내 브랜드 웹사이트를 삽입하여 트래픽을 증대시킬 수 있다는 장점이 있습니다. 하지만 "verified" 마크 발급 절차가 최근들어 까다로워지면서, 신규 브랜드들의 인스타그램을 활용한 미디어 전략에도 차질이 생길 것으로 예상됩니다."

 

The process of getting verified on Instagram has become more rigid in the past couple years, which has made it harder for some brands to become verified on the platform, according to Digiday.

The verification badge is displayed next to a brand’s name on its profile, and differentiates the account from inauthentic lookalikes.

 

While users could apply for verification when the feature was first introduced in December 2014, Instagram no longer allows them to do so, and brands must contact a company representative to discuss the matter. 

Brands can’t directly purchase Instagram verification from the platform. The main way to get verified is proving to Instagram representatives that the account seeking verification is experiencing impersonation or is likely to in the future, according to executives cited in the article.

A difficult Instagram account verification process is problematic, because brands could be missing out on the following benefits: 

 

  • Brand safety and protection. Brands can worry less about impostor accounts tarnishing their image, as the lack of the verified check mark on the impostor profile would signal to users the account isn’t legitimate.
  • Early access to new features. Companies that are verified get early access to features which may not immediately be widely available, such as the ability to link to other websites on Instagram Stories. This is especially important as some features may only be available to verified users for long periods of time.
  • Verification can increase traffic to websites. Only accounts that are verified can add links to their Instagram Stories. Because Stories receive high engagement from customers — one in five businesses posting an Instagram Story gets a direct message from users — this could mean users may be likely to engage with links in Stories, potentially driving up exposure of brands’ websites.

 

The reportedly difficult account verification process could be due to a manual approval system. The company may be hesitant to automate the verification process to minimize the chances of an impostor account becoming verified. The slower verification process is harmful to brands or publishers looking to monetize quickly from striking partnerships and advertising other products through links in their Stories.

 

The account verification process can also help Instagram identify potential high-value advertising clients. Instagram may be looking to keep a close eye on brands applying for verification as the company can then work on converting these brands into advertising customers. Because there are over 15 million businesses on Instagram, it can prove extremely lucrative for the company to be able to convert businesses into advertising customers.

 

Social networks are here to stay, and they're constantly evolving. Globally, more than 2.8 billion people — or 37% of the world's population — use social media, but the way those users interact with each other, and the platforms they adopt, vary widely.

 

출처: Business Insider

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