How Twitter Verification Impacts Your Brand

Twitter remains a powerful tool for brands that want to stay relevant in a highly digitized commercial space. And given its powerful user-base of over 300 million digital citizens, the social media platform is poised to become even more powerful in time. As of May 20, 2021 Twitter re-launched its verification program. And according to its new policy companies, organizations and brands are among those eligible for verification status (provided, of course that they meet the other criteria).  Naturally therefore brands around the world have prioritized Twitter verification.

 But how does Twitter verification affect your brand? Twitter verification has several positive effects on brands and we will explore a few below.
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Brand Exposure
Twitter adds another dimension to your digital PR and marketing plans.  The platform allows brands to reach a demography that isn’t necessarily engaged on other platform. Twitter has as its unique feature, the use of short form content.  This means that those target audiences that aren’t wowed by the long form content that other social media platforms accommodate can be reached through Twitter. Brands that use Twitter to deliver condensed versions of their content are ahead of the game when it comes to reaching all potential customers.  

Trust
But no matter how awesome your Twitter content is, if the digital citizens don’t consider you trustworthy enough, your impact will be limited. A verified Twitter account affords your brand an added layer of trust. An unverified Twitter account is less likely to attract the attention and confidence that a verified account enjoys. Additionally, if you are already verified on other social media platforms, Twitter verification helps to solidify that element of trust. It is easy to believe that one social media platform may have been duped into assigning the verified mark of approval but when multiple platforms have done the same, digital residents are more likely to trust the brand.  This is why brands with verification on other social media platforms still seek Twitter verification.
 
Lead Generation
Many people have multiple social media pages, which means brands also need to be present on these pages, including Twitter. When digital residents see a brand they’ve encountered on other social media platform son their Twitter feeds they are, more likely to gravitate towards the brand. Brands are also able to strategically use their posts to direct their digital visitors and fans from one platform to the next. Tweets can be used to encourage viewers to visit other virtual spaces owned by the brand. This is a crucial element in lead generation and digital traffic control. Brands that engage their digital following across platforms is more likely to develop and maintain a strong base. With a strong base, PR and marketing possibilities are endless.
One of the most powerful Twitter tools for lead generation is a reach campaign. Twitter- based reach campaigns put brands in the spotlight and help them to connect with more of their potential clients in the digital space. These campaigns increase the likelihood that digital citizens will see and retweet your ads, follow you and click the link that will take them from Twitter to your other digital spaces like your ecommerce platform. Because they attract a greater level of trust,  the reach campaigns that are associated with verified Twitter accounts are more likely to be successful than those that are associated with unverified accounts.
Now that the platform has re-launched verification, getting verified on Twitter is definitely a positive and productive move for any brand that aims to remain relevant in the digital world, maintain the trust of the digital citizens and position your brand for success.