Analysis of 4.5 million Brazilian accounts reveals the impact of the seal on engagement.
A verification badge is a symbol located next to an Instagram account name in search and profile. This means that the Instagram confirmed that the account officially belongs to a public figure, celebrity or global brand, simplifying the process of finding these profiles. Obtaining the blue badge has become a desired goal for many influencers and brands.
Verification helps you stand out from the crowd, gives you more confidence and confirms that the account is truthful. Recently, the Meta introduced a new policy under which the stamp can be purchased at a relatively low rate. Given this, the question arises: is it really worth the investment?
To answer this question, HypeAuditor, an influencer marketing analytics platform based on artificial intelligence, analyzed 4.5 million Brazilian Instagram accounts. See the search results below.
Only 3.2% of Instagram accounts are verified
Photo: Disclosure/HypeAuditor
Even accounts with 1,000 followers can have a verification badge
To better understand the principle of obtaining verification, accounts were separated into five categories based on the number of followers.
Photo: Disclosure/HypeAuditor
It was discovered that while verification badges are most popular among influencers with over 1 million followers (72.6% of them are verified), 1.2% of nano-influencers with 1-10K followers also proudly display the badge.
Only 7.7% of verified accounts are from brands
Photo: Disclosure/HypeAuditor
Brands care less about verification and only 7.7% of them display the blue seal.
Verified accounts have, on average, a 54% higher engagement rate
The study of 4.5 million Brazilian accounts on Instagram shows that, on average, verified accounts on Instagram have 54% more engagement than regular accounts. This trend remains across all influencer groups, regardless of the number of followers.
There could be several reasons for this. Maybe Instagram favors verified accounts, or users trust them more and are more willing to interact with their posts, or verified accounts have a higher percentage of quality audiences. But the fact is, in some categories, verified accounts get twice the engagement as unverified accounts.
Photo: Disclosure/HypeAuditor
So is the blue verification badge absolutely necessary?
“While HypeAuditor data proves that verified accounts typically receive 54% higher engagement rates, this is not the only factor that determines success on Instagram. Having a blue badge can help you stand out and build trust with your audience, but to truly increase your engagement, you must focus on creating high-quality, authentic content, interacting regularly with your followers, and fostering a sense of community. These efforts, combined with the benefits of a verification badge, will help you achieve the best results on the platform”, declares Marketing Manager and HypeAuditor spokesperson, Maria Marques.
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