X Introduces Option To Pay for Extra Post Reach In-Stream

X now lets users pay for extra post reach directly in-stream, giving creators and brands new ways to boost visibility and engagement.

X is experimenting with a new revenue stream that allows users to pay to extend the reach of their posts within the app.

Option To Pay for Extra Post Reach In-Stream

As you can see in these example screens, X has introduced a new “Boost” button on eligible posts, offering users the ability to purchase different reach-boosting packages.

The available boost options come with the following impressions and price points:

• 11,000 to 27,000 impressions: $50
• 23,000 to 54,000 impressions: $100
• 116,000 to 272,000 impressions: $500
• 225,000 to 543,000 impressions: $1,000

At first glance, the pricing appears steep, primarily since these boosts are not classified as traditional ads but as in-stream post amplifications.

So far, the feature is only available to Premium subscribers on iOS, who are already entitled to some additional reach in replies as part of their membership. This is a brand-new feature that incurs an extra fee on top of the monthly Premium, so it may not be accessible to everyone.

Potential Uptake and Risks

Although the paid boosts may be appealing to some users who are focused on maximizing their on-platform performance, there is potential for abuse. Spammers and scammers might invest in these boosts to gain rapid visibility, factoring the cost into their operational expenses.

The net effect, however, may be relatively small, as evidence suggests that 80% or so of X users are neither creating content nor actively participating on the site; a relatively limited group to market paid reach amplification to.

X’s money woes underscore a motivation for experimenting with those monetization paths. Another income source could help the platform cover its costs.

Final Thought

This paid post boost pilot is just the latest example of X’s existing monetization experiments, demonstrating how it seeks to capitalize on user engagement while also diversifying its income in light of a challenging digital advertising environment.