Key Developments
- New Policy: All users must pay $1/year for basic posting privileges (free users can only read/quote posts).
- Launch Regions: Pilot in Philippines/New Zealand, global rollout expected Q3 2024.
- Business Impact: Agencies managing multiple client accounts face $100+/year per handle.
Twitter/X Now Paid, In a move that’s sparked widespread debate. Twitter/X has officially rolled out mandatory subscription fees for all new users globally, and hints suggest even existing users may soon have to pay. Elon Musk’s controversial decision is framed as a battle against bots—but it’s reshaping how marketers and businesses interact on the platform.
So, is it still worth investing time and ad dollars into Twitter/X in 2025?
What’s Changing?
- New Users Must Pay: As of early 2025, new sign-ups are required to pay a nominal annual fee, ranging from $1–$3 depending on the region.
- Existing Users Not Spared: Leaks from internal sources suggest a broader subscription model may be rolled out for all users later this year.
- Reduced Bot Activity (Maybe): X claims this will reduce spam and manipulation, but critics argue it limits reach and user growth.
Why Elon Musk is Doing This
- Bot Reduction: Claims 99% of spam accounts will be eliminated.
- Revenue Push: X’s ad sales dropped 52% since 2022 (per Reuters).
- Data Control: Paying users = trackable identities.
This kills organic reach for small businesses. Agencies must budget for paywalls now.”
— Social Media
Cost-Benefit Analysis for Marketers
| Feature | Free Tier | Paid Tier ($1/yr) | Verified ($8/mth) |
|---|---|---|---|
| Posting Rights | ❌ Read-only | ✅ Limited posts | ✅ Unlimited |
| Reach Priority | Shadowbanned | Low | High |
| Client Accounts | Dead ends | +$1 per handle | +$96 per handle |
3 Alternatives for Agencies
- LinkedIn Organic: 17% higher B2B engagement (vs. X’s 2023 avg).
- Meta Threads: Now allows automated posting tools (Hootsuite support added).
- Niche Forums: Reddit/Discord see 40% marketer migration since 2023.
Xebecart and Other Agencies Take
✅ Pros:
- Higher-Intent Audience: Fewer bots may mean more genuine engagement, especially for paid promotions.
- Focused Targeting: Paid users tend to be more committed and responsive to content.
- Priority Reach for Verified Brands: With X Premium, marketers enjoy boosted visibility and advanced analytics.
❌ Cons:
- Decreased Organic Reach: Paywalls could reduce organic virality, especially from new users unwilling to pay.
Platform Migration: Many users are switching to Threads, Mastodon, and Bluesky, shrinking Twitter/X’s real-time influence.
Additional Budget Strain: Smaller brands may reconsider X if advertising ROI declines.
We tested posting identical threads on paid vs. free accounts. Paid got 3X replies but similar link clicks.
What Should You Do as a Marketer?
- Reassess ROI: Compare ad engagement on X with platforms like Instagram, TikTok, and LinkedIn.
- Focus on Value Content: Paid platforms demand higher-quality, conversion-focused posts.
- Explore Alternatives: Maintain a multi-platform strategy. Don’t go all in on X unless your audience is deeply engaged there.
- Consider X Premium: If Twitter remains vital to your brand, X Premium for Business may be necessary for reach.
Conclusion:
Twitter/X’s shift to a pay-to-play model is bold, but not entirely unexpected. For marketers, it’s both a risk and an opportunity. The key is to stay adaptive, monitor performance closely, and continue building owned media channels like email lists or blogs that are not at the mercy of sudden platform changes.
Posted by: Expert Analysis Hub – Social Media Team
Category: Marketing Tools → Insider
Tags: Twitter, X, Elon Musk, Social Media Marketing, Paid Subscription, Marketers, Digital Strategy, 2025 Trends