By displaying this badge, the theory was, users could immediately identify if the pages they were interacting with had been checked by Facebook, adding piece of mind for them and extra value for you.
However, the organisation has now made the decision to remove these badges as of Wednesday 30th October 2019, stating they had been ‘more confusing than helpful’.
If your page has a blue verification badge, however, there are no plans to make any changes to these at present.
So, what does this mean for you as business page owners?
The first thing you will notice the next time you access your business page is a banner image, like the one pictured below, at the top of your page, notifying you of the impending change.
The good news is, Facebook have confirmed that this update will not affect the way your pages are viewed in their search results, phew.
But will this mean your page will appear less authentic and trustworthy? Possibly, but I would argue that it wasn’t that hard to obtain the badge in the first place. All it took was for page owners to request a verification code from Facebook which was sent to the phone number attached to the page and hey presto, you’re verified. Hardly a rigorous vetting process.
Anyway, there are plenty of ways that your business can demonstrate authenticity and build trust without the need for a grey tick.
Being consistent across your organisation’s customer touch points is key to building trust with your audience. In the case of your Facebook page, make sure your cover image and profile pictures are consistent with your other organisational digital channels.
When users land on your page they need to be in no doubt that your business is real, so make sure you fill in as much detail as you can in your pages ‘About You’ section. Less is definitely not more in this case.
Finally, don’t spam your followers with ad post after ad post. Create valuable content that encourages users to engage with your page. This means avoiding clickbait or misleading content headlines. Facebook penalises this type of content by reducing the distribution of offending posts, so it really doesn’t help your overall reach.
So, in my opinion, will this update make a difference to how your page is viewed? No, not really, but what you post will, so make a real effort to offer value to your audience through engaging content your followers want to interact with and you shall reap the rewards.
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