In a groundbreaking move, Elon Musk has proposed transforming X (previously known as Twitter) into a subscription-based platform. This major shift is aimed at addressing the widespread issue of bot activity plaguing the platform. Musk’s announcement came during a live dialogue with Israeli Prime Minister Benjamin Netanyahu.
While the exact subscription cost and the features of the lowest tier remain under wraps, Musk revealed some impressive stats.
X boasts a staggering 550 million monthly users, generating between 100 million to 200 million posts daily. However, the actual breakdown between genuine users and bots remains a mystery.
This user activity is a significant leap from the numbers reported in May 2022. Before Musk took the reins, Twitter had noted an “average monetizable daily active usage” of 229 million, making the current figure a robust 140% rise.
For marketers, Musk’s strategy could be a double-edged sword. On the positive side, a subscription-based model might deliver a more authentic audience, potentially free from bots.
This could enhance ad conversions and provide a healthier return on investment. However, the flip side is a potential exodus to free platforms like Threads, which might decrease X’s user base, posing a challenge for advertisers seeking broad outreach.
The possibility of X transitioning to a subscription model is undeniably bold. While it promises a bot-free environment, which is a boon for advertisers, it also risks alienating a segment of its user base. Marketers must weigh the pros and cons, keeping an eye on evolving user preferences and the platform’s reach.