Twitter's new gold check marks create brand confusion

Twitter’s new look for brand accounts, which includes gold check marks and square profile pictures, is causing some confusion among Twitter’s power users, especially since the update has only appeared on the accounts of some marketers. For instance, Slim Jim’s Twitter account has a new gold check mark, while brands like Cinnabon and Steak-umm maintain the older blue check marks with the standard round profile pics.

Meanwhile, there has been little official communication from Twitter to brands about how the new verification system works and who gets to participate, according to a top ad agency exec who spoke on the condition of anonymity. Most brands did not even ask for the new gold check mark, this exec said. “The communication we got was just the standard language that gold checks are applied to 'Twitter Blue for Business' accounts,” the exec said. “I don't think any of our clients are actually subscribed to that, so it appears they have just applied the gold check to any accounts that have been advertisers historically.”

Twitter was not immediately available for comment on how it is rolling out Twitter Blue for Business. Elon Musk, the new owner of Twitter, has been making changes to the service, particularly related to the verification system. Musk tweaked how blue check marks were doled out to official accounts that are run by brands, publishers and other organizations. Musk has made blue check marks a part of the Twitter Blue subscription plan for everyday users, who can pay $8 a month ($11 through the Apple app store) for the verified symbol, among other perks. Musk has been working on Twitter Blue to make it a steadier source of income, and to depend less on advertising dollars. Musk has, at times, been at odds with marketers that are not on board with his policy changes.

In early November, Twitter Blue became a problem for brands after some accounts purchased the blue check marks and impersonated brands. The check marks made those accounts look official, which allowed them to parody brands including Nintendo and Pepsi. Twitter has since retooled the verification program with a multi-colored system that delineates the status of different accounts. There are legacy blue check marks, for accounts verified under the old regime. Twitter Blue subscribers also get the blue mark. Twitter, though, is giving brands gold check marks and square-shaped profile pictures, instead of circles.

Twitter’s business account tweeted about the new verification system and issued a blog post on Monday. Some brands were bemusedly confused about the update. Slim Jim posted to Twitter: “Why tf am I a square now.” (Slim Jim's account on Twitter shows the new look, but the embedded version of Slim Jim's tweets, as shown above, still shows the profile picture as a circle, which could be a coding issue.)

Slim Jim also had the new gold check. Gold checkmarks are going to official business accounts and accounts affiliated with those businesses. NBCUniversal and “The Tonight Show” accounts both have gold check marks and square profile pictures. McDonald’s and Wendy’s do as well. “Tonight Show” host Jimmy Fallon, however, still has the old blue check mark, to which Twitter attached a note, as it has to all older blue check marks: “This is a legacy verified account. It may or may not be notable.”

There have been reports that Musk could try to monetize the gold check marks and business accounts program. For now, not every brand has been bestowed a gold check. Steak-umm, known for its philosophical Twitter style, still carries the older blue check, as does Cinnabon.

Steak-umm and Cinnabon’s accounts did not respond to direct messages on Twitter asking about their opinions on the new verification system.