February 4, 2023

Digital Marketing Education

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Twitter’s new gold check marks create brand confusion

Twitter’s business account tweeted about the new verification system and issued a blog post on Monday. Some brands were bemusedly confused about the update. Slim Jim posted to Twitter: “Why tf am I a square now.” (Slim Jim’s account on Twitter shows the new look, but the embedded version of Slim Jim’s tweets, as shown above, still shows the profile picture as a circle, which could be a coding issue.)

Slim Jim also had the new gold check. Gold checkmarks are going to official business accounts and accounts affiliated with those businesses. NBCUniversal and “The Tonight Show” accounts both have gold check marks and square profile pictures. McDonald’s and Wendy’s do as well. “Tonight Show” host Jimmy Fallon, however, still has the old blue check mark, to which Twitter attached a note, as it has to all older blue check marks: “This is a legacy verified account. It may or may not be notable.”

There have been reports that Musk could try to monetize the gold check marks and business accounts program. For now, not every brand has been bestowed a gold check. Steak-umm, known for its philosophical Twitter style, still carries the older blue check, as does Cinnabon.

Steak-umm and Cinnabon’s accounts did not respond to direct messages on Twitter asking about their opinions on the new verification system.


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