X has launched a new “Boost” feature, allowing Premium iOS subscribers to pay for increased reach and impressions directly on their posts. The new tool offers creators a tiered pricing structure to amplify their content for an extra fee on top of their existing subscription.
X Growing Monetization Strategy
This move is the latest in X’s broader strategy to generate more revenue by encouraging users to pay for enhanced visibility. Premium subscribers already receive greater reach for their replies, making this “Boost” an additional tool for those willing to invest more for amplified visibility.
However, the high prices of the boosting tiers have raised questions about its potential appeal. A significant portion of the user base, approximately 80% according to X’s own data, rarely posts or engages with content, suggesting the feature will likely target a small, highly active segment of the platform’s users.
X New Post Reach Charges
The feature is currently being rolled out exclusively to iOS users who subscribe to X Premium. Users will see a “Boost” button on select posts, which presents them with several paid reach options, including:
- $50 (PKR 14,072) for 11,000–27,000 post impressions
- $100 (PKR ₨ 28,143) for 23,000–54,000 impressions
- $500 (PKR 140,175) for 116,000–272,000 impressions
- $1,000 (PKR 281,430) for 225,000–543,000 impressions
[Note: These prices in PKR are subject to market volatility]
Concerns Over Platform Integrity
The introduction of a paid reach option also comes with concerns regarding potential misuse. Spammers and other malicious actors could leverage the feature to distribute misleading content and scams to a wider audience. We can also this feature further straining the balance between high-quality content and promotional noise, an already delicate issue for the platform.
X New Charges Impact on the Creator Economy
By adding monetization tools directly into the user experience, X is aligning with a growing trend in the “creator economy.” Which allows creators and businesses to more easily turn their content into a revenue stream.
However, as more posts become paid promotions, some analysts worry it could devalue organic reach. Will it make harder for unpaid content to stand out? Only time will tell.