The Fall of the Blue Check Mark – Why Verification No Longer Means Trust

The Fall of the Blue Check Mark - Why Verification No Longer Means Trust

Once upon a time, the blue checkmark was a digital badge of honour. It meant you were verified: a real public figure, brand, or organisation. In a chaotic online world, it offered clarity, helping users separate genuine voices from impersonators.

But that trust has cracked. With the rise of pay-to-verify models and AI-driven accounts, the blue checkmark has lost its meaning. Today, it often sparks suspicion rather than confidence. For marketers, this loss of trust reshapes how we prove credibility online.

How Verification Lost Its Meaning

  • Pay-to-play verification
    Platforms like X (formerly Twitter) now allow anyone to purchase verification. While this democratised access, it also stripped the badge of its original purpose: proving identity.

  • Bots wearing badges
    Investigations (including reporting from The Guardian) show that bot networks are buying checkmarks to auto-reply to trending content, boosting visibility and farming ad revenue without any human behind them.

  • Rise of AI personas
    Many blue-checked accounts are run by AI or content farms, blending in as if they’re real people. This blurs the line between authenticity and automation, confusing users.

Where the blue tick once simplified credibility, it now raises questions: Is this a real person? A bot farm? An AI persona designed to look authentic? Instead of building trust, the blue check often now damages it – and that scepticism bleeds into how users view brand accounts, even when they are authentic.

Why This Matters for us as Marketers – and How to Rebuild that Trust

The collapse of verification as a trust signal means marketers must proactively prove their legitimacy rather than relying on a platform-issued badge. This requires reshaping both content strategy and brand governance to demonstrate authenticity.

1. Establish independent credibility signals

  • Collect and display third-party reviews and ratings from verified sources (Google, Trustpilot, industry directories).

  • Partner with known industry figures or creators for co-branded campaigns to lend recognisable human authority.

  • Pursue media features and press coverage that show your legitimacy outside of social platforms.

2. Make brand transparency your default

  • Introduce your team members publicly, use names, roles, and real voices in posts.

  • Share internal milestones, failures, and lessons learned to show there are humans behind the logo.

  • Publish clear policies on data use, sustainability, or customer service to reinforce integrity.

3. Double down on consistent engagement

  • Respond promptly to comments and questions with personalised, human replies.

  • Use voice notes or video replies where appropriate to show real human presence.

  • Build rapport with your audience over time so they know you, not just your brand icon.

4. Visibly verify yourself through content, not badges

  • Post original behind-the-scenes content that no bot could replicate — office tours, team lunches, real-time updates.

  • Create long-form thought leadership content (LinkedIn articles, whitepapers, blogs) that demonstrates expertise and depth.

  • Sign content with real names/titles rather than publishing anonymously as a “brand voice.”

5. Audit your visual brand cues

  • Ensure your profile imagery, tone, and content style are consistent across all platforms. Inconsistent or overly generic branding often reads as “bot-like.”

  • Regularly refresh your creative assets so they look current and actively maintained.

The blue checkmark has gone from a symbol of trust to a point of doubt. In this new landscape, authenticity can’t be bought,  it has to be proven.

Marketers who depend on platform-issued verification alone will struggle to win audience confidence. Those who thrive will build credibility through visible human presence, honest engagement, and transparent storytelling,  proving they’re real, even when the internet increasingly isn’t.

The Dead Internet Theory — What It Means for Marketers

DEAD INTERNET THEORY - What it means for marketers

In recent years, many internet users have begun to notice a strange hollowness across digital spaces. Comments, posts, and engagement often feel repetitive, soulless, or eerily automated. This unsettling sense has fuelled the Dead Internet Theory (DIT) — the idea that most content online is now created by bots or AI rather than real people.

While some critics dismiss DIT as conspiracy thinking, the growing evidence of bot-driven traffic, algorithmic content farms, and AI influencers suggests something real is shifting. For marketers, this transformation has huge implications for how we build trust, craft content, and connect with audiences.

Understanding the Dead Internet Theory

The Dead Internet Theory rests on two central claims:

  • Displacement of human activity Proponents believe that since around 2016–2017, organic human presence online has been overshadowed by automated systems. The internet has become “sterile,” filled with algorithmically generated content while authentic human interaction dwindles.
  • Manipulative or profit-driven intent Others argue this bot activity isn’t random, but part of corporate or state-driven efforts to influence perception, manipulate algorithms, and maximise engagement metrics for profit.

Though the more conspiratorial aspects are debated, the underlying concerns about automation overtaking human voices are backed by real-world trends.

Evidence That Supports DIT

  • Bots dominate traffic Imperva reports show that automated programs accounted for over 52% of web traffic in 2016 and nearly 50% in 2023, revealing just how much of the internet may be non-human.
  • AI-generated content is exploding A 2025 survey on DIT found that social media feeds are increasingly shaped by content farms, algorithmic reposts, and bot engagement, rather than authentic interaction.
  • Rise of AI influencers Entire social accounts now operate without any human behind them, yet amass millions of followers and brand deals. These AI personas exemplify how digital spaces are becoming populated by non-human entities.
  • Low-value “slop” is crowding out real voices Journalists and academics warn of a “hostile internet” clogged with mass-produced, SEO-driven content created for metrics, not meaning — pushing out the genuine human conversations that once defined online communities.

Why This Matters for Marketers — and How to Respond

If bots and AI-generated content are overtaking human voices online, marketers can’t just post more — they must differentiate themselves as unmistakably human. That requires concrete, structural changes in how we create, distribute, and measure content.

Here’s how to adapt:

1. Redefine success metrics around depth, not volume

  • Move away from chasing impressions or clicks as the primary KPI.
  • Use metrics like comment quality, user dwell time, and repeat visits to gauge real human engagement.
  • Run periodic content audits to identify “empty” engagement patterns often associated with bots.

2. Build real communities, not just audiences

  • Create spaces for peer-to-peer connection like private Facebook Groups, Discord servers, or brand forums.
  • Incentivise user-generated content and highlight real customer stories across channels.
  • Use community managers or ambassadors to keep discussions active and personal.

3. Humanise your content production cycle

  • Spotlight actual staff members in campaigns — use first names, photos, and informal language.
  • Document behind-the-scenes processes (how a product is made, who makes it, how the team works).
  • Incorporate live video formats, AMAs, or interactive webinars where bots can’t mimic real-time nuance.

4. Be transparent about AI use

  • If AI helps create your content, acknowledge it and describe how human oversight ensures quality.
  • Add editorial sign-offs and style guides that prioritise tone, originality, and personal perspective.

5. Prioritise brand trust over algorithm wins

  • Instead of following every trending keyword, focus on what aligns with your brand’s values.
  • A slower posting cadence with consistently thoughtful, human content will build durable loyalty.

Whether or not the internet is truly “dead,” the rise of bots and AI content is undeniable. For marketers, this is not just a philosophical debate – it’s a practical challenge. The brands that thrive will be those who deliberately choose human-first strategies, building real trust in an online world that often feels automated and hollow.

DIT might have started as fringe speculation, but it highlights a truth we can’t ignore: authenticity is now your competitive edge.

Giving Back in Style: Supporting ReBooth with a Night to Remember

 

When community and creativity come together, magic happens, and that’s exactly what we’re aiming for with our upcoming Formal Booth Fundraiser.  With so many special events happening in Southland this September we wanted to do something a little bit special. That’s where Re-Booth comes in.

From Shoes to Styling Support: The ReBooth Story

Founded by local mother-daughter duo Donagh and Maddison Booth, ReBooth began in 2022 with a humble yet powerful mission: to redistribute unwanted children’s shoes to families in need. What started as “The Shoe Booth” quickly grew, expanding to offer high school students free access to ball gowns and suits – ensuring cost wouldn’t be a barrier to celebrating milestone events.

Today, ReBooth includes but not exclusive to:

    • A shoe redistribution bank
    • Pop-up giveaway shops
    • Uniform and formalwear donations across Southland
    • Strong partnerships with schools and generous local supporters

Their reach has been extraordinary, helping hundreds of families through kindness, practicality, and sheer mahi.

A Night of Style with Purpose

To support their amazing work, we’re sharing our Elm Marketing office for a very special styling evening. Guests can book in with friends, enjoy a glass of bubbles, and browse 100s of beautiful formalwear options available through Formal Booth.  Formalwear hire is just $50, with 100% of proceeds donated to Formal Booth so they can continue offering this service to the Southland community.

Let’s Make Doing Good Look Good

We love the idea that your next outfit could also be your next opportunity to give back.  If you’d like to book your slot or find out more, head to www.elmmarketing.co.nz/formal-booth-fundraiser

Keen to help contribute but not looking to hire?

If you’ve got a dress, suit, or accessories tucked away that you no longer wear, we’d love to take them off your hands. From 4th August, we’ll have a donation box set up at the Elm Marketing office for anyone wanting to donate their quality pre-loved formalwear. Every piece helps Formal Booth continue their awesome mahi, making sure no one misses out on a special night because of the cost.  We can also accept monetary donations on ReBooths behalf.

The cat’s out of the bag: We’ve bought Talk Visual!

Elm Marketing - Talk Visual

Elm Marketing has officially acquired Talk Visual, a design and marketing studio specialising in branding, design, and clever visual storytelling for local businesses. This move brings together two teams with a shared love for bold ideas, smart design, and helping businesses stand out.

This opportunity came about in the most natural way. We’d long admired the work of Haylee and the Talk Visual team, and after connecting over a good old industry gas bag, Haylee approached us with an exciting offer. With her upcoming move overseas and her goal of reaching ten years in business proudly achieved, she wanted to find the right home for her team, her clients, and the creative legacy she’s built. We’re honoured she chose Elm.

It’s a big move, but it feels like a natural one. The right people, the right timing, and a shared belief in doing good work well. Talk Visual’s talented creatives, Cat and Kam, have officially joined the Elm Marketing team, bringing their design skills, client relationships, and project knowledge with them. With Haylee’s thorough handover and months of careful planning, clients can expect a seamless transition and the same high level of care.

For existing Talk Visual clients, that means:

  • You’re in safe hands.

  • The faces you know and trust are still here.

  • Your projects will continue without interruption.

And for us? This is a massive milestone we’re incredibly proud of. This next chapter feels like exactly where we’re meant to be.

To Haylee: thank you for what you’ve built and for trusting us to carry it forward. We’re excited to build on your legacy and bring bold, creative work to even more businesses across the motu.

Snap Factory Presents: The Neon Paint Party


Get ready, Southland. Snap Factory is officially open, and we’re kicking things off with something loud, bright, and completely unforgettable. The Neon Paint Party is here.

This is your invitation to let loose, get creative, and make a glowing mess in Invercargill’s newest creative event space. Whether you’re keen for a night out with friends or a fun session with the whānau, this limited-time event is the perfect way to experience Snap Factory for the first time.

What to Expect

A one-of-a-kind, limited-time event
Available for a short time only, this is the first official event in Snap Factory’s brand new upstairs venue. If you’ve been curious about what we’ve been working on, this is it.

R18 sessions (with a drink on arrival)
Our adults-only sessions are perfect for friend groups, work crews, or anyone keen on a night out with a twist. Grab your pals, grab your drink, and grab a paintbrush.

Family-friendly sessions available
Yes, there’s glow fun for all ages. Bring the kids and create your own paint-splattered masterpiece together.

Take your canvas home
Every ticket includes your own canvas to paint and keep, so you can walk away with more than just memories.

Why Snap Factory?

Snap Factory was designed to bring colour, creativity, and community into one exciting space. Whether it’s a styled shoot, a private party, or an immersive art event like this one, we wanted to create a venue where ideas come to life and look good doing it.

So if you’re looking for something fun, messy, and totally unique, the Neon Paint Party is calling your name.

Book Your Spot

Spots are limited and sessions are already filling up, so don’t wait.

Book now at: www.snapfactory.co.nz/neon-paint-party

Let’s paint the town, the walls, and each other!

Five Years of Elm Marketing: Reflecting on the Journey

 

This week marks five years since Elm Marketing opened its doors for the very first time.

What started as a response to a clear need, one that Emma saw and stepped up to fill, has grown into something pretty special. We’re now a tight-knit team based in Southland, working alongside some incredible businesses both near and far. From start-ups and solo ventures to established brands, we’ve had the honour of helping others share their stories, connect with their audiences, and bring their ideas to life.

Over the past five years, we’ve done a lot of building, learning, laughing, and growing, not just as a business, but as a team. Every project has taught us something new. Every client has brought fresh ideas to the table. And every challenge has helped shape who we are and how we work.

We’ve been lucky enough to work on projects that truly light us up, and even luckier to meet the people behind them, passionate business owners, creative thinkers, and community leaders who inspire us every day.

So if you’re reading this with a scribbled idea on a napkin, something saved in your notes app, or just a spark of inspiration you haven’t acted on yet, take this as your sign. Back yourself. With the right support, five years from now you could be looking back on your own proud journey.

Thank you to everyone who has been part of ours. Here’s to what’s next.

#ElmMarketing #5YearsStrong #SouthlandBusiness #MarketingWithHeart #BusinessMilestone

Discover Southland: Where Community and Opportunities Create Success

At Elm Marketing, we’re continuously inspired by how Southland’s supportive community and vibrant economic growth enrich both our personal and professional lives.

Here’s a glimpse into what makes Southland a unique place to work and thrive:

Community Connection:

In Southland, connections run deep. This isn’t just beneficial for personal relationships; it naturally enhances how businesses engage with customers and each other. A sense of belonging and mutual support helps ideas and projects flourish, providing a stable foundation for growth.

Diverse Economic Landscape:

From booming tech startups to innovative aquaculture firms, Southland is buzzing with diverse industries that are not only revitalising our local economy but also offering new opportunities for everyone. This diversity not only fuels broad economic growth but also enriches our community with varied experiences and learning opportunities.

Living and Working in Southland:

The balance of work and life here is unparalleled. With affordable living, scenic beauty, and a welcoming community, Southland offers a quality of life that’s hard to find elsewhere. This attractive lifestyle isn’t just good for our wellbeing; it also makes Southland a magnet for skilled professionals and creative minds looking for a place where they can achieve their best work.

Let’s Grow Together:

Whether you’re thinking about relocating your business or starting fresh, Southland provides a nurturing environment to do so. It’s a place where professional aspirations align seamlessly with personal happiness.

We’re proud to be part of this community, leveraging the unique strengths of Southland to foster growth and innovation. Join us and see what Southland has to offer.

#SouthlandNZ #CommunitySupport #EconomicGrowth #WorkLifeBalance #ElmMarketing

Link Locally: Fostering Real Connections in Southland’s Business Scene

Networking isn’t just about swapping contact details; it’s about forging real connections that enrich both your personal and professional life. Here in Southland, we’re fortunate to have vibrant groups like the New Zealand Businesswomen Network, Southland Business Chamber, and Coin South. These organizations not only foster professional growth but also provide personal support and community engagement. Whether you’re new to the scene or a seasoned pro, these networks are invaluable for anyone looking to make meaningful advancements in their career.

Putting a Face to the Name
Networking provides the initial benefit of visibility within the business community. By attending group meetings and participating in events, members become more than just a name on a business card. These personal interactions help in building lasting relationships that are the foundation of meaningful business connections.

Support for every stage
Southland’s networking groups are inclusive, catering to individuals at various stages of their professional journey. For newcomers, these groups offer a welcoming environment to seek advice on getting their business off the ground. Experienced professionals find value in the diverse perspectives and mentorship opportunities. The supportive nature of these groups often leads to long-term professional relationships and a sense of community.

Building Confidence in Public Speaking
Engaging with strangers is an art, and it’s crucial for presenting and proposing new ideas confidently. Our networking events provide a safe space to practice and polish your public speaking skills, helping you present your business with confidence.

Advice and Growth
Many networking groups organize workshops, seminars, and talks by seasoned entrepreneurs and business leaders. These events serve as a resource for valuable business insights and strategies for growth. Members benefit from the shared knowledge and practical advice, which can be crucial in scaling their operations and navigating market challenges.

Sharing Successes and Challenges
One of the most significant advantages of being part of a networking group is having a platform to share both challenges and successes. These discussions are not only cathartic but also immensely beneficial in gaining insights from peers who may have faced similar situations. Celebrating successes together fosters a positive environment that motivates all members to strive for further achievements.

Diverse Perspectives and Collaborative Opportunities
The diverse makeup of networking groups often leads to innovative ideas and collaborations that might not have been possible in more homogeneous environments. These collaborations can open new markets, enhance product offerings, or streamline operations, proving that collective efforts often lead to substantial benefits.

Networking in Southland is about much more than increasing business opportunities; it’s about building a support network that nurtures both personal and professional growth. By engaging actively with local networking groups, professionals can enjoy a richer, more connected business experience.

Need a pointer on where to start?
Reach out to us for recommendations on how best to engage with these groups. We’re excited to help you forge connections that not only develop your business but also support your personal growth. See you out ther

In Southland, We Tell Our Story Differently

In Southland, We Tell Our Story Differently

 

The Power of Local: Why Understanding Your Market Matters
Marketing today can feel like it’s all about algorithms, paid reach, and mass-market tactics. But in Southland, business doesn’t work like that—it’s about real relationships, trust, and genuine connection.

That’s not to say strategy doesn’t matter—it absolutely does.

A great marketing plan is essential, but in Southland, strategy alone is not good enough. Success here isn’t just about crafting the right message; it’s about knowing who needs to hear it, how to reach them, and why they should care. It’s about understanding the people behind the businesses, the industries that drive the region, and the connections that keep it all moving forward.

Southland is a place where you don’t just send an email and hope for the best—you pick up the phone, and you know the person on the other end. It’s a region built on trust, reputation, and relationships that actually mean something. And that’s exactly why local marketing expertise is invaluable for meaningful business growth.

Back 9 Design, Elm Marketing, Naked Creative, and Talk Visual are four Southland-based agencies that understand this better than anyone. They don’t just work here—they’re part of the fabric of the business community.

Together, they help businesses not just get noticed, but be understood, trusted, and engaged with in a way that drives results. And they do it by blending strategy with real relationships—the kind of relationships that make things happen in Southland.

The Southland Marketing Ecosystem: Where Strategy Meets Connection
Each of these agencies brings something different to the table, but they all operate within the Southland business ecosystem, making sure marketing isn’t just well-planned, it’s well-connected.

  • Back 9 Design makes sure businesses have a strong and effective online presence, developing digital strategies that engage with the right people.
  • Elm Marketing supports growing businesses by delivering strategic, creative marketing that helps them stand out, connect with their audience, and contribute to the region’s cultural and economic vibrancy.
  • Naked Creative works closely with industries, businesses, and food producers, helping them shape their narratives and position themselves locally, nationally, and internationally.
  • Talk Visual specialises in design-focused marketing, blending creativity with a strong local focus to ensure businesses are seen, remembered, and engaged with in meaningful ways.

But it’s not just about what they do—it’s about how they do it. They know that Southland marketing isn’t just about pushing out ads, it’s about telling the right stories, building relationships, and making sure businesses connect with the right people in the right way.

Southland is a region where business is personal, where success is built on trust, relationships, and a deep understanding of the local landscape. Here, word-of-mouth and personal networks drive opportunities, and marketing isn’t just about visibility—it’s about connection. People do business with those they trust, and the most effective marketing strategies are rooted in authenticity, long-term relationships, and a genuine respect for the region’s values. In Southland, hard work, loyalty, and mutual respect matter, and local agencies get the nuances. They understand how to craft marketing that feels real, resonates with people, and delivers results.

They prove that the best marketing happens when strategy is supported by relationships, trust, and a deep local understanding.

Because here in Southland, success isn’t just about reaching people, it’s about knowing them.

Unlock Business Growth with Elm Marketing

In today’s competitive market, effective marketing is not just about making sales—it’s about creating lasting relationships. That’s where Elm Marketing steps in. With our Partnership Package, we go beyond traditional marketing services to become an integral part of your team, dedicated to your long-term growth.

Empowering Your Business Through Strategic Partnerships

At Elm Marketing, we understand that growth is a journey that requires continuous effort and expert support. Our Partnership Package is designed to empower this journey, providing you with not just services, but a strategic partnership. This package ensures that your marketing efforts are aligned with your business goals, driving sustainable growth through tailored strategies and consistent execution.

What Does the Partnership Package Include?

Strategic Marketing Support: We offer comprehensive support designed to align with your strategic goals, enhancing your brand’s presence and market reach.

Expert Team Access: Gain full access to our experienced team of marketing professionals who are committed to elevating your brand.

Regular Consultations and Check-Ins: We ensure that our strategies are in perfect sync with your objectives through regular meetings and updates.

Digital and Creative Support: From managing your website and improving your SEO to handling your social media and creative design, our team covers all bases to ensure your digital presence is strong and coherent.

Exclusive Benefits of Partnering with Elm Marketing

Choosing our Partnership Package means you’ll enjoy exclusive benefits such as discounted rates and premium services. This setup allows you to focus on your core business activities while we efficiently manage your marketing efforts. It’s a cost-effective solution that provides high value, ensuring that every dollar you invest in marketing works harder for you.

Beyond Ordinary: Grow Your Business with Us

Joining hands with Elm Marketing means you’re ready to unlock new opportunities and catalyse your business growth. Our collaborative approach ensures that your brand not only gains momentum but does so in a way that preserves your brand’s identity and values.

If you’re looking to not just compete but lead in your industry, the Elm Marketing Partnership Package is your gateway to success. With us, you’re not outsourcing; you’re enhancing your team with experts who are as invested in your success as you are.

Ready to transform your marketing approach and see real growth? Book a discovery session with us today at Elm Marketing. 

Let’s plant those seeds for growth together and watch your business flourish.