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With paid verification on the rise at social platforms, content creators and marketers feel mixed on its use

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With paid verification on the rise at social platforms, content creators and marketers feel mixed on its use

Hannah Kling creates healthy recipe content for her roughly 211,000 followers on Instagram. While Kling is not a fan of the new verification subscription model that Instagram recently rolled out, she subscribed to the verification anyway.

Kling was won over by promises from Meta (the owner of Instagram and Facebook) to protect users under the verification system from potential impersonators and the ability to contact a real, live person at Meta should a problem arise with her account. Kling’s previous account was hacked.

“That’s the only reason why I’m doing this, to protect my account because it is my business,” said Kling, adding that it took up to two hours for her verification check to appear on her Instagram page. “So that’s truly the only positive that I see. Aside from that, I’m feeling indifferent about it.”

In recent weeks, not only Meta platforms, but Snapchat and Twitter also increased their paid subscription services, the latter two offering users exclusive customization and verification capabilities.

With this trend on the rise, many marketers and content creators see it as a way for the platforms to diversify monetization offerings beyond advertising, though many wonder whether social media platforms will remain free to users.

“It will depend on the uptake from consumers to determine how viable this feature is and [users may] feel there will always be something else waiting in the wings if there are new features that consumers don’t love,” said Erica Patrick, svp and head of paid social at Mediahub, adding that all of the social media platforms are trying to find incremental revenue wherever possible and continue to copy one another.

How it works

Meta’s recently announced the launch of Meta Verified, a $15 per month subscription that allows Instagram and Facebook users to get a blue verification badge on their accounts. Buying the service on the web will cost you $11.99 per month and $14.99 per month if purchased on an iOS or Android device. The cost for premium features varies by platform. In contrast to Twitter Blue, which is $8 per month, Instagram and Facebook users who are already verified will not have to pay to maintain their checkmark status with Meta Verified.

In addition, Twitter is now charging businesses $1,000 a month to maintain their gold checkmark verification badges, which it introduced in December and replaced the blue checkmarks used by businesses in the past, as well as an additional $50 monthly for each affiliated sub-account.

Before being approved for a Meta Verified subscription, users will need to complete the verification process and present a government-issued photo ID which will confirm your identity before getting started. It is also mandatory to use two-factor authentication since Meta Verified subscribers will not be able to change their profile name, photo, username or date of birth without re-verifying themselves. Meta, Instagram, and Facebook did not respond to Digiday’s request for comment.

Influencer impact

Some see the paid verification system as a potential boon to influencers who consider it a way to access features previously reserved for those who had been verified — which could help them to be taken more seriously. No longer will creators need a large audience to get that blue check validation, noted Ali Fazal, vice president at the creator management platform Grin.

“Often smaller or niche influencers have more authentic relationships with their followers yet have not been awarded the same recognition or credibility as someone bigger,” said Fazal. “This new verification process is also a great way to help level-up brand and influencer partnerships across the board and instill even more trust.”

Creators are no longer defined by the same principles as they used to be, marketers said. Consumers are looking for more trust in the people they follow on social media, which makes micro and nano influencers, over major influencers, some of the most influential creators on social media.

“As the social networks are looking to do what they can to make money outside of what advertisers are paying them, it’s a good opportunity for the creators to to be treated a little bit more equal and really have experiences catered to them so that they are loyal to those platforms and they don’t move elsewhere,” said Johnny Vance, vp of partnerships and business development at Meltwater.

That said, verification hasn’t been make or break for influencer deals, said Davitha Tiller, executive vice president of social and integration of Red Havas who said the verification accessibility might me it less desirable.

Instead, Tiller said she remains focused on other variables when selecting creators to work with: content quality; authenticity and ethical alignment; their social footprint, both in terms of size and who makes up it, and whether they generate the desired reach, impressions, engagement, view rates or even conversion rates.

Fazal also highlighted creators have become the lifeblood of social media as they produce most of the engaging content on these platforms. “Finding new ways to monetize off creator marketing is smart, if these social media platforms don’t go overboard and turn creators off from wanting to produce content, or consumers to feel like they don’t have the means to access their favorite influencers anymore,” said Fazal.

As a Meta Verified subscriber, content creators gain access to stickers that are unavailable to non-subscribers on Facebook and Instagram Stories. Furthermore, creators who sign up to be Meta Verified will also receive 100 Facebook Stars per month. Facebook Stars are a digital currency that creators can use to monetize their live streams on Facebook.

Lost in the shuffle

This subscription model that may become standard could result in an over-saturation of paid social media platforms as content creators will have to decide which social media platforms they wish to pay for verification. This comes at the same time as streaming TV subscriptions are already competing for dollars.

“I’m worried about the fact that more people can be influencers and everybody can be an influencer and it just dilutes the pool and it makes it harder for content creators to kind of stand out,” said Courtney Bagby, CEO and founder of Little Red Management, a branding and social media partnership agency. Bagby pointed out that due to the constant Instagram algorithm changes, posts from content creators who are not verified could get lost in the shuffle as opposed to influencers and brands who has the verification subscription. Bagby also publishes her content on her Instagram page.

According to marketing experts, platforms test all new features and business models, including paid features and subscriptions. Considering these subscription models, it may have the effect of democratizing offerings and tools, so that anyone can virtually access tools that were once only available to traditional creators.

“It’s far too early to tell,” said Krishna Subramanian, CEO of the influencer marketing platform, Captiv8. “It will be interesting to see how the general public adapts to tools that were previously only available to creators and public figures.”

https://digiday.com/?p=497685

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Christian family goes in hiding after being cleared of blasphemy

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Christian family goes in hiding after being cleared of blasphemy

LAHORE, Pakistan — A court in Pakistan granted bail to a Christian falsely charged with blasphemy, but he and his family have separated and gone into hiding amid threats to their lives, sources said.

Haroon Shahzad (right) with attorney Aneeqa Maria. | The Voice Society/Morning Star News

Haroon Shahzad, 45, was released from Sargodha District Jail on Nov. 15, said his attorney, Aneeqa Maria. Shahzad was charged with blasphemy on June 30 after posting Bible verses on Facebook that infuriated Muslims, causing dozens of Christian families in Chak 49 Shumaali, near Sargodha in Punjab Province, to flee their homes.

Lahore High Court Judge Ali Baqir Najfi granted bail on Nov. 6, but the decision and his release on Nov. 15 were not made public until now due to security fears for his life, Maria said.

Shahzad told Morning Star News by telephone from an undisclosed location that the false accusation has changed his family’s lives forever.

“My family has been on the run from the time I was implicated in this false charge and arrested by the police under mob pressure,” Shahzad told Morning Star News. “My eldest daughter had just started her second year in college, but it’s been more than four months now that she hasn’t been able to return to her institution. My other children are also unable to resume their education as my family is compelled to change their location after 15-20 days as a security precaution.”

Though he was not tortured during incarceration, he said, the pain of being away from his family and thinking about their well-being and safety gave him countless sleepless nights.

“All of this is due to the fact that the complainant, Imran Ladhar, has widely shared my photo on social media and declared me liable for death for alleged blasphemy,” he said in a choked voice. “As soon as Ladhar heard about my bail, he and his accomplices started gathering people in the village and incited them against me and my family. He’s trying his best to ensure that we are never able to go back to the village.”

Shahzad has met with his family only once since his release on bail, and they are unable to return to their village in the foreseeable future, he said.

“We are not together,” he told Morning Star News. “They are living at a relative’s house while I’m taking refuge elsewhere. I don’t know when this agonizing situation will come to an end.”

The Christian said the complainant, said to be a member of Islamist extremist party Tehreek-e-Labbaik Pakistan and also allegedly connected with banned terrorist group Lashkar-e-Jhangvi, filed the charge because of a grudge. Shahzad said he and his family had obtained valuable government land and allotted it for construction of a church building, and Ladhar and others had filed multiple cases against the allotment and lost all of them after a four-year legal battle.

“Another probable reason for Ladhar’s jealousy could be that we were financially better off than most Christian families of the village,” he said. “I was running a successful paint business in Sargodha city, but that too has shut down due to this case.”

Regarding the social media post, Shahzad said he had no intention of hurting Muslim sentiments by sharing the biblical verse on his Facebook page.

“I posted the verse a week before Eid Al Adha [Feast of the Sacrifice] but I had no idea that it would be used to target me and my family,” he said. “In fact, when I came to know that Ladhar was provoking the villagers against me, I deleted the post and decided to meet the village elders to explain my position.”

The village elders were already influenced by Ladhar and refused to listen to him, Shahzad said.

“I was left with no option but to flee the village when I heard that Ladhar was amassing a mob to attack me,” he said.

Shahzad pleaded with government authorities for justice, saying he should not be punished for sharing a verse from the Bible that in no way constituted blasphemy.

Similar to other cases

Shahzad’s attorney, Maria, told Morning Star News that events in Shahzad’s case were similar to other blasphemy cases filed against Christians.

“Defective investigation, mala fide on the part of the police and complainant, violent protests against the accused persons and threats to them and their families, forcing their displacement from their ancestral areas, have become hallmarks of all blasphemy allegations in Pakistan,” said Maria, head of The Voice Society, a Christian paralegal organization.

She said that the case filed against Shahzad was gross violation of Section 196 of the Criminal Procedure Code (CrPC), which states that police cannot register a case under the Section 295-A blasphemy statute against a private citizen without the approval of the provincial government or federal agencies.

Maria added that Shahzad and his family have continued to suffer even though there was no evidence of blasphemy.

“The social stigma attached with a blasphemy accusation will likely have a long-lasting impact on their lives, whereas his accuser, Imran Ladhar, would not have to face any consequence of his false accusation,” she said.

The judge who granted bail noted that Shahzad was charged with blasphemy under Section 295-A, which is a non-cognizable offense, and Section 298, which is bailable. The judge also noted that police had not submitted the forensic report of Shahzad’s cell phone and said evidence was required to prove that the social media was blasphemous, according to Maria.

Bail was set at 100,000 Pakistani rupees (US $350) and two personal sureties, and the judge ordered police to further investigate, she said.

Shahzad, a paint contractor, on June 29 posted on his Facebook page 1 Cor. 10:18-21 regarding food sacrificed to idols, as Muslims were beginning the four-day festival of Eid al-Adha, which involves slaughtering an animal and sharing the meat.

A Muslim villager took a screenshot of the post, sent it to local social media groups and accused Shahzad of likening Muslims to pagans and disrespecting the Abrahamic tradition of animal sacrifice.

Though Shahzad made no comment in the post, inflammatory or otherwise, the situation became tense after Friday prayers when announcements were made from mosque loudspeakers telling people to gather for a protest, family sources previously told Morning Star News.

Fearing violence as mobs grew in the village, most Christian families fled their homes, leaving everything behind.

In a bid to restore order, the police registered a case against Shahzad under Sections 295-A and 298. Section 295-A relates to “deliberate and malicious acts intended to outrage religious feelings of any class by insulting its religion or religious beliefs” and is punishable with imprisonment of up to 10 years and fine, or both. Section 298 prescribes up to one year in prison and a fine, or both, for hurting religious sentiments.

Pakistan ranked seventh on Open Doors’ 2023 World Watch List of the most difficult places to be a Christian, up from eighth the previous year.

Morning Star News is the only independent news service focusing exclusively on the persecution of Christians. The nonprofit’s mission is to provide complete, reliable, even-handed news in order to empower those in the free world to help persecuted Christians, and to encourage persecuted Christians by informing them that they are not alone in their suffering.

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Individual + Team Stats: Hornets vs. Timberwolves

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CHARLOTTE HORNETS MINNESOTA TIMBERWOLVES You can follow us for future coverage by liking us on Facebook & following us on X: Facebook – All Hornets X – …

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What went wrong with ‘the Metaverse’? An insider’s postmortem

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What went wrong with 'the Metaverse'? An insider's postmortem


It’s now two years since Facebook changed its name to Meta, ushering in a brief but blazing enthusiasm over “the Metaverse”, a concept from science fiction that suddenly seemed to be the next inevitable leap in technology. For most people in tech, however, the term has since lost its luster, seemingly supplanted by any product with “artificial intelligence” attached to its description. 

But the true story of the Metaverse’s rise and fall in public awareness is much more complicated and interesting than simply being the short life cycle of a buzzword — it also reflects a collective failure of both imagination and understanding.  

Consider:

The forgotten novel

Ironically, many tech reporters discounted or even ignored the profound influence of Snow Crash on actual working technologists. The founders of Roblox and Epic (creator of Fortnite) among many other developers were directly inspired by the novel. Despite that, Neal Stephenson’s classic cyberpunk tale has often been depicted as if it were an obscure dystopian tome which merely coined the term. As opposed to what it actually did: describe the concept with a biblical specificity that thousands of developers have referenced in their virtual world projects — many of which have already become extremely popular.

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Snow Crash.

You can see this lack of clarity in many of the mass tech headlines attempting to describe the Metaverse in the wake of Facebook’s name change: 

In a widely shared “obituary” to the Metaverse, Business Insider’s Ed Zitron even compounded the confusion still further by inexplicably misattributing the concept to TRON, the original Disney movie from the 80s.

Had the media referenced Snow Crash far more accurately when the buzz began, they’d come away with a much better understanding of why so many technologists are excited by the Metaverse concept — and realize its early incarnation is already gaining strong user traction.  

Because in the book, the Metaverse is a vast, immersive virtual world that’s simultaneously accessible by millions of people through highly customizable avatars and powerful experience creation tools that are integrated with the offline world through its virtual economy and external technology. In other words, it’s more or less like Roblox and Fortnite — platforms with many tens of millions of active users. 

But then again, the tech media can’t be fully blamed for following Mark Zuckerberg’s lead.

Rather than create a vision for its Metaverse iterating on already successful platforms — Roblox’s 2020 IPO filing even describes itself as the metaverse — Meta’s executive leadership cobbled together a mishmash of disparate products. Most of which, such as remotely working in VR headsets, remain far from proven. According to an internal Blind survey, a majority of Zuckerberg’s own employees say he has not adequately explained what he means by the Metaverse even to them.

Grievous of all, Zuckerberg and his CTO Andrew Bosworth promoted a conception of the Metaverse in which the Quest headset was central. To do so, they had to overlook compelling evidence — raised by senior Microsoft researcher danah boyd at the time of the company acquiring Oculus in 2014 — that females have a high propensity to get nauseous using VR.

Meta Quest 3 comes out on October 10 for $500.
Meta Quest 3.

Contacted in late 2022 while writing Making a Metaverse That Matters, danah told me no one at Oculus or Meta followed up with her about the research questions she raised. Over the years, I have asked several senior Meta staffers (past and present) about this and have yet to receive an adequate reply. Unsurprisingly, Meta’s Quest 2 VR headset has an estimated install base of only about 20 million units, significantly smaller than the customer count of leading video game consoles. A product that tends to make half the population puke is not exactly destined for the mass market — let alone a reliable base for building the Metaverse. 

Ironically, Neal Stephenson himself has frequently insisted that virtual reality is absolutely not a prerequisite for the Metaverse, since flat screens display immersive virtual worlds just fine. But here again, the tech media instead ratified Meta’s flawed VR-centric vision by constantly illustrating articles about the Metaverse with photos of people happily donning headsets to access it — inadvertently setting up a straw man destined to soon go ablaze.

Duct-taped to yet another buzzword

Further sealing the Metaverse hype wave’s fate, it crested around the same time that Web3 and crypto were still enjoying their own euphoria period. This inevitably spawned the “cryptoverse” with platforms like Decentraland and The Sandbox. When the crypto crash came, it was easy to assume the Metaverse was also part of that fall.

But the cryptoverse platforms failed in the same way that other crypto schemes have gone awry: By offering a virtual world as a speculative opportunity, it primarily attracted crypto speculators, not virtual world enthusiasts. By October of 2022, Decentraland was only tracking 7,000 daily active users, game industry analyst Lars Doucet informed me

“Everybody who is still playing is basically just playing poker,” as Lars put it. “This seems to be a kind of recurring trend in dead-end crypto projects. Kind of an eerie rhyme with left-behind American cities where drugs come in and anyone who is left is strung out at a slot machine parlor or liquor store.”

All this occurred as the rise of generative AI birthed another, shinier buzzword — one that people not well-versed in immersive virtual worlds could better understand.

But as “the Metaverse” receded as a hype totem, a hilarious thing happened: Actual metaverse platforms continued growing. Roblox now counts over 300 million monthly active users, making its population nearly the size of the entire United States; Fortnite had its best usage day in 6 years. Meta continues plodding along but seems to finally be learning from its mistakes — for instance, launching a mobile version of its metaverse platform Horizon Worlds.  

Roblox leads the rise of user-generated content.
Roblox.

Into this mix, a new wave of metaverse platforms is preparing to launch, refreshingly led by seasoned, successful game developers: Raph Koster with Playable Worlds, Jenova Chen with his early, successful forays into metaverse experiences, and Everywhere, a metaverse platform lead developed by a veteran of the Grand Theft Auto franchise.

At some point, everyone in tech who co-signed the “death” of the Metaverse may notice this sustained growth. By then however, the term may no longer require much usage, just as the term “information superhighway” fell away as broadband Internet went mainstream.  

Wagner James Au is author of Making a Metaverse That Matters: From Snow Crash & Second Life to A Virtual World Worth Fighting For 

GamesBeat’s creed when covering the game industry is “where passion meets business.” What does this mean? We want to tell you how the news matters to you — not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it. Discover our Briefings.

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