Meta Verified shows a company running out of ideas End-shutdown

The new Meta subscription The service seems quite familiar. For between $11.99 and $14.99 a month, Instagram and Facebook users will get a blue “verified” check mark, access to better security features, and more visibility in search. Your comments will also be prioritized.

The package has strong echoes of Twitter’s Blue subscription service, launched under new owner Elon Musk, who has been aggressively trying to find ways to monetize his platform, most recently by telling users they won’t be able to use two-based messages. in text. authentication factor unless they subscribe.

Meta CEO Mark Zuckerberg announced Meta Verified in a post for his instagram channel on February 19, saying the service, which will roll out first in Australia and New Zealand, “is about increasing authenticity and security across all of our services.”

Analysts say that while the move isn’t entirely out of character for Meta, it suggests a lack of innovation at the social media giant, which has laid off more than 11,000 workers since late last year and spent billions on his drive into the metaverse. , a technology without a clear business model.

“Meta has always had copy in its DNA, Instagram’s Reels is just one of a long list of prominent examples, so it’s no surprise that, seeing Twitter get away with offering basic functionality as a premium service, Zuckerberg is trying to do the same thing,” says Tama Leaver, a professor of Internet studies at Curtin University in Australia. “Meta’s move to copy Twitter’s subscription model shows a distinct lack of new ideas…Meta has laid off staff and is losing money building a metaverse that no one seems to be all that interested in right now.”

While Meta has emphasized the security aspects of its subscription product, the fact that subscribers will gain greater visibility on the company’s platforms marks a significant shift for users.

Twitter’s attempts to get users to pay for features, including further promotion by its algorithms, have received widespread criticism, with many threatening to leave the platform, though there is no reliable data on how many people have followed.

However, Snapchat and Discord also introduced paid subscription tiers for users without a similar level of outrage, suggesting the dislike of Twitter Blue could be related to Musk himself and broader concerns about the platform.

“Meta has seen Snapchat, Discord and Twitter launch their own subscription plans, giving power users additional features or benefits,” says social media analyst Matt Navarra, who first broke the news about the change. of Goal. The idea of ​​paying for features that used to be free has started to become normalized, he says. “The risk there is reduced for them in terms of whether it will be a success.”

Regardless, Navarra admits he won’t buy Meta’s verified status. “I don’t think it’s worth it,” she says.

It’s unclear how much money meta can raise through verification. Twitter has struggled to sell subscriptions to its Blue service, with The Information reporting that the platform has less than 300,000 subscribers worldwide— which would generate less than 1 percent of the $3 billion Musk wants the company to make. The Meta family of apps, which includes Instagram, Facebook, and WhatApp, has almost 10 times more monthly users than Twitter.

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