JULY 15, 2022

Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs.

In Friday 5s: It’s a social media verification cheat sheet, positive and negative news for Instagrammers, and some cool content to consume this weekend.

5 things to do

Social media verification isn’t just about your ego. It’s about establishing your content brand identity. Companies like that third-party credibility for the creators they work with. Audiences see it as independent confirmation of your authenticity. It also is a differentiator in a crowded marketplace.

1. Twitter

Twitter verifies these types of accounts: government; companies, brands, and organizations (and their prominent executives); news organizations and journalists; entertainment; sports and esports; activists, organizers, and other influential individuals.

Twitter may verify established content creators if they have consistently published original content (regardless of platform) for at least six months prior to applying. Your Twitter follower count or volume conversations (mentions, follower growth rate, or other internal signals) must be in the top 0.05% of active accounts in your geographic region. And off Twitter, you must have one of the following:

  • Profile on Google Trends with evidence of recent search activity
  • Stable Wikipedia article meeting its notability standards
  • Industry-specific references

How to request: Go to Settings and privacy > Your account > Account information, then Request Verification (desktop). On mobile, go under account and pick verification request.

2. Facebook

Criteria include being authentic, complete, unique, and notable.

Achieving unique and notable depends on how far along your content business is. Your brand identity should stand out – @SillyMemes would be too general, while @IAmSpencerx is specific to the individual’s brand.

How to request: Complete this detailed Facebook application to verify your page or profile.

3. Instagram

Like its Meta sister, Instagram also uses authenticity, completeness, unique, and notable as its criteria.

How to request: Log into the account. Go to the profile and tap the three horizontal lines. Tap Settings > Account > Request Verification. Fill out the form, which requires a government-issued photo ID.

4. Twitch

Twitch ties verification to its partner program. To attain affiliate status, you need at least 50 followers, at least seven unique broadcasts and 500 total minutes over the last 30 days, and an average of at least three concurrent viewers. No application is required.

Affiliates can apply for partner status by streaming at least 25 hours over at least 12 days within the past 30 days. Average viewer count must be at least 75.

How to request: You can’t. It’s based on your automated-assessed affiliate status.

5. TikTok

TikTok doesn’t set thresholds for verification. The TikTok explanation says the criteria include “whether the notable account is authentic, unique, active, and – of course – adheres to our community guidelines and terms of service.”

Self-styled TikTok expert Rachel Pederson says she thinks TikTok looks for:

  • Increase of followers
  • Growth in watch time and views
  • Publication of consistently viral videos
  • Users featured on major media platforms
  • Accounts verified on other social platforms

Other tips center around timeliness and relevancy, such as jumping on trends and using popular hashtags in your content.

How to request: Users cannot apply for verification.

Long version: Dig into the details and get a few helpful caveats on social media verification by Ann Gynn.

5 things at the tilt

5 things to know

  • Matchmaker: Instagram’s new Creator Marketplace lets brands find creative partners for their campaigns on the platform. The tool lets the campaign process be managed entirely on the platform, from creator selection to contract details and payment. (Social Media Today)
    Tilt Take: Instagram creators, take note. Use this as a great marketing (and learning) opportunity to get and close deals.
  • Overdue: 41% of creators say they increased their rates to compensate for late or incorrect payments, according to a survey of 750 US and UK creators. (Tipalti)
    Tilt Take: Incorporate payment terms – and late payment penalties – into every contract.
  • Reels world: Since Instagram Reels came along, audiences aren’t feeling traditional feed posts. An analysis of 81M Instagram posts found engagement rates dropped over 40% for feed posts between 2019 and 2021 – 5.16% v. 2.88%. (Later; h/t Matt Navarra)
    Tilt Take: Make sure you’re living in a Reels world if you’re on Instagram.
Tech and Tools
  • Video word search: A cool tool (Filmot) lets you search YouTube captions with a few keystrokes in a search bar. (For The Interested)
    Tilt Take: It’s about time that videos be as searchable as written text. Share this tool with others.
And Finally
  • Multiple platforms: TikTok’s most-followed visual artist (Devon Rodriguez) also is the most popular visual artist on Instagram. It’s an example of how most top-earning creators don’t rely on a single platform. (Forbes)
    Tilt Take: We are big advocates of having multiple revenue streams.

5 things to read, watch, or hear

  • Jay Clouse recently expanded his Creative Elements podcast to YouTube. The prolific host talks to creators about how they’re building their audiences today. First up on video? Justin Moore talking about his sponsorship tilt. (We love the behind-the-scene story.)
  • ConvertKit recently announced their new sponsor network. If you have more than 10k subscribers and are looking to monetize your newsletter, be sure to check it out.*
  • Creative Hub tackles seven biggest startup myths to ignore. If you’re doubting your next entrepreneurial step, read this. (Our recent research reveals No. 5, 6, and 7 are definitely bunk.)
  • Casey Newton of The Verge unravels why Medium failed. Scroll to the bullet list near the end to see the big and frequent changes made by Ev Williams and why a single vision with changing tactics is good, but a changing vision with changing tactics is not.
  • Listen to two recent episodes of Parents Making Profits – Launch the Damn Thing Already, parts one and two. Heath Dingwell, The Tilt community manager, says it’s a good listen for those struggling to start or to move forward. The conversation works for parents and non-parents.

*Sponsored Content

the tilt team

Your team for this issue: Joe Pulizzi, Pam Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony, with an assist from Heath Dingwell and Marc Angelos.