Instagram verification can jeopardize advertising success

In the end, users would rather not follow the recommendations of products that do not fit the advertiser, according to the study. Advertisers should therefore weigh up which products they want to have advertised by verified influencers, especially since these are usually rewarded for the blue checkmark, according to Jazlyn Dumas from the University of Maine.

Survey in two parts

The survey comprised two parts. In the first part, 223 respondents between the ages of 18 and 57 were asked how often they use Instagram and how familiar they are with the concept of the Instagram checkmark. Then they were asked to rate the authenticity, celebrity and credibility of the advertisers.

In the second part of the survey, 450 subjects between the ages of 18 and 42 took part. Dumas presented them with a fitness or beauty influencer account. One showed a woman in a push-up position, the other a smiling woman. The accounts presented promoted products and some had blue check marks, while others did not.

Again, the subjects were asked to rate the accounts on a scale of one to seven according to various factors, which were finally consolidated into ratings for attractiveness, trustworthiness, credibility and celebrity. In addition, the participants were asked to rate how well the advertisement "fits" the respective account and how likely they are to buy the product.

The results show that consumers associate the blue checkmarks more strongly with celebrity than with authenticity or credibility. Therefore, they do not trust a verified social media influencer if he or she promotes a brand that does not match the brand's usual message. Even if the brand seems appropriate for the social media influencer, consumers do not trust verified accounts more than non-verified ones. (pte)