X Premium subscribers are experiencing significantly higher post visibility compared to free users, according to new research from Buffer. The study analyzed over 18.8 million posts from 71,000 accounts and found that paying subscribers receive approximately 10 times more reach on their content.
Buffer’s analysis, which examined data from the past year, revealed that around 27% of profiles studied were subscribed to X Premium during the research period. The findings demonstrate a substantial advantage for brands and marketers willing to invest in the platform’s paid offerings.
Premium Tiers Show Dramatic Differences
The reach benefits vary considerably across X’s pricing tiers. Basic subscribers, paying $3 monthly, typically receive fewer than 100 impressions per post. Standard Premium accounts at $8 monthly achieve around 600 impressions, while Premium+ subscribers paying $40 monthly see over 1,550 impressions per post on average.
This tiered system means Premium+ users gain more than 100% additional reach compared to standard Premium subscribers, though at five times the cost. The research suggests these reach boosts stem from X’s algorithm prioritizing paid accounts, including features like priority display in replies and the new “Boost” amplification option.
Strategic Considerations for Brands
While the data shows clear advantages for paying users, Buffer’s research noted that the reach benefit has declined somewhat over time, potentially due to algorithm adjustments. For brands focused on maximizing X visibility, the Premium investment appears worthwhile despite this trend.
The findings hold particular relevance for marketers, as approximately 80% of X users never post or engage actively on the platform, making enhanced reach crucial for brand communications.