- The revamped Twitter Blue launch by Elon Musk has run into major problems in the last week.
- The company was forced to stop its rollout several times due to the paid model.
- We take a look at all that has happened in verification, from gray checks to “parody subscript.”
It is an understatement to say that the past week was chaotic on Elon Musk’s Twitter.
In the span of one week, Musk — newly installed at the helm of the social media platform after completing his tumultuous $44 billion takeover — fully dismantled Twitter’s existing verification system, rolled out a new one, and then delayed and revoked it not once, but multiple times.
Twitter users, big-name celebrities and advertisers are all reeling from the scandal surrounding the blue check (and subsequent grey check). The platform is now brimming with impersonators and joke accounts, and attempts to crack down on them seem ineffective — likely because Musk Twitter’s workforce has been halvedLast week, content moderation was significantly reduced.
Confused? Are you confused? Here’s a quick overview of Twitter Blue over the past week. Also, check out the dark state of verification.
Chesnot/Getty Images
“The entire verification process has been restructured.”
According to the company’s website, the blue checkmark used at pre-Musk Twitter was “to indicate active and notable accounts of public importance that Twitter had independently verified based upon certain requirements.”
However, Musk’s plans for a paid verification model via Twitter Blue were revealed almost immediately after the takeover. This would allow anyone to be verified, provided they pay a monthly fee.
The billionaire Tweet Oct. 30 that “the whole verification process is being revamped right now.” Later in the day The Verge reportedMusk assembled a team to create a verification model and warned them that if they didn’t finish it by Nov. 7, they would be fired.
Later, CNBC and the New York Times reported that these employees were among those who were able to provide support for CNBC’s reporting. Group of employees askedTo work 12-hour shifts seven days a semaine and to sleep in their offices while Musk’s changes are implemented.
“Power to the people!”
Musk’s verification model was created to be part of Twitter Blue, a $4.99 per month subscription that offers premium services. The model was launched earlier in the year but received very little engagement.
In its Version initialBlue check holders would have 90-days to keep their blue check, and $19 per month to maintain it. Users without verification could choose to pay for a cheque.
Musk was present on Nov. 1. For more information about the changes coming, click here to the verification model, writing in a tweet that Twitter’s “current lords & peasants system for who has or doesn’t have a blue checkmark is bullshit.” He concluded, “Power and glory to the people!” Blue for $8/month
It seemed that the goal was to increase Twitter’s subscription model, so the company wouldn’t need to rely on advertising so much. However, the effort quickly ruffled feathers.
Stephen King and AOC don’t like it
Leigh Vogel/WireImage/JIM WATSON/AFP via Getty Images
Celebrities and well-known figures such as Stephen King started speaking out about the paid verification scandal. They claimed they would quit the platform if they had to pay for a blue cheque.
“$20 per Month to Keep My Blue Check?” “Fuck that, they should be paying me!” King tweets Oct. 31. “If that happens, I’m gone just like Enron.”
Musk wrote back to the novelist the next morning, saying, “We must pay the bills somehow!” Twitter cannot depend entirely on advertisers.
Before this is implemented, I will elaborate on the reasoning. It is the only way to defeat the bots & trolls,” Musk said in a Follow-up tweet November 1.
Alexandria Ocasio Cortez, Democratic Rep. (NY), joined King Musk calling out in a tweet for being “a billionaire earnestly trying to sell people on the idea that ‘free speech’ is actually a $8/mo subscription plan.” Musk responded, “Your feedback was appreciated, now pay $8.”
Later, Ocasio-Cortez said her Account stopped workingShe criticized Musk afterward.
Celebrities send farewells to Twitter
In the days to come Celebrities like Sara Bareilles and Shonda RhimesTweeted that they intended to leave the platform. Robert Kazinsky, Captain Marvel actor saidBlue check verification should not be considered a “public service”.
Twitter layoffs its employees and officially launches Twitter Blue
Twitter laid off approximately 3,700 employees on Nov 4, or about half its workforce. This layoff included the entire team. verified politician accountsThe move was made just four days prior to the midterm elections.
Twitter surprised users the next day with its new Twitter Blue subscription. It included a mention in an email about the $7.99 option. Updated description of the appThe Apple App Store.
Advertisers get anxious …
Many workers were also laid off by Twitter in conjunction with its mass layoffs. Locked out of content-moderation softwareOnly 15 staff members have access to the system.
A group of 40 media watchdog organizations and organizations were formed to address the deprioritization in content moderation. Write a letter to the advertisers. The message urged brands not to use Twitter if Musk did not reinstate content moderation.
“We, the belowsigned organizations, ask you to notify Musk that you are going to stop all advertising on Twitter worldwide if he continues to threaten brand safety and community standards, including removing content moderation.” The letter read.
Musk responded by increasing the amount of his $8 verification plan. Reacting to increasing criticismIn a tweet, he said, “To all complainers please continue complaining, it will cost $8.”
…and then decide to end the contract
Advertisers expressed growing frustration as Musk dug in his heels. Many companies, including Audi, General Motors and Pfizer, are involved in this effort. Temporarily, they were removed from their ads altogether. Musk threatened to end the week later. “Thermonuclear name” and “thermonuclear shame”These brands
“I don’t want to see my brand’s screenshot next to God knows What,” said one ad buyer speaking under the condition of anonymity. Lara O’Reilly, Lindsay Rittenhouse of Insider and Lara O’Reilly.
A Bloomberg report on Nov. 3, stated that Musk had plans to allow the backlash. You can keep your blue checks in government accounts for no cost.You would be exempted from the $8 fee.
These are the impersonators
Celebrities including Valerie Bertinelli Kathy GriffinMusk pretending to be him to make a point on the revamped verification. On Nov. 6, Musk tweetsImpersonators and parody accounts will receive a “permanent suspend” with “no notice.”
Griffin was also reported to have been with actors Rich Sommers and Sarah Silverman They are locked out of accountsAfter impersonating the billionaire.
Twitter delays Blue’s rollout
Twitter removed paid verification on Nov. 6, less that a day after it had been officially implemented, according an internal communication reviewed to the New York Times.
Twitter managers were notified on Nov. 7 to ask the laid-off engineers if they would be interested in returning the company to assist with the relaunched of Twitter Blue. A current employeeKali Hays, Insider The only person they got back from was one of five fired employees.
Unseen gray checks appear… but then disappear
To add more chaos, Nov. 8 Twitter made it public would display two different color checkmarks — one blue and one gray — to distinguish paid Twitter Blue checks from “official” verified accounts.
From there, the confusion continued. Twitter was launched Gray checks are being implementedThey appeared on the profiles pages of news outlets, celebrities athletes and politicians on November 9th.
Musk soon tweeted that he was resigning. The feature was “killed”.And the checks started to disappear from accounts.
Esther Crawford, a Twitter product manager, said that while the gray checks will continue to be there, they will now focus on “government and commercial entities to start with.”
Musk tweeted the following day: “Please note that Twitter is going to do many dumb things in the coming months.” “We will keep what works & change what doesn’t.”
On Nov. 9, he participated in a Twitter space townhall meeting. Referred to as the possibilityThe $8 verification model was deemed “dumb decision”, but we’ll wait to see.” They called the blue-gray checks an “aesthetic nightmare.”
There are many impersonators… and the gray check is back
On Nov. 10, there was a flood of Trolls use the new verification process for impersonationElon Musk is not the only notable figure, there are tons of others, from LeBron James to George W. Bush.
Many These memes mock users who pay for verification The social media platform also allowed for the appearance of celebrities.
On Nov 11. Once again, TwitterRe-rolled the gray check marksAfter removing them, the company’s support team wrote in a tweet that they had added an “Official” label to certain accounts “to combat impersonation.”
The reverse was achieved as Companies are now being targeted by trollsAdvertising’s worst fears were confirmed by this tweet. Two Twitter accounts, posing as Eli Lilly and Company, posted a tweet claiming that “Insulin was free now” and then added that insulin prices would rise. The company later apologized and clarified.
Twitter Blue has been again cancelled and it remains to be seen what the future holds for the check.
Twitter took the decision to suspend Twitter Blue, announcing that it was stopping subscriptions on Nov. 11 “to help address impersonation concerns,” Zoe Schiffer of The Verge reported. reported.
Musk later that day wrote that accounts engaged in parody must include “parody” in their names, and not just in bio, though it is unclear how he intends to enforce this. Musk also stated that Twitter will be adding a “parody subtitle” to its platform because “tricking people does not work.”
It is not clear when or how Twitter Blue will be reinstituted. The fate of Twitter Blue and Musk’s paid verification system are still uncertain.
