While Elon Musk’s social network has been focusing on artificial intelligence features in recent months, particularly with the introduction of Grok 4, the platform has unveiled new features aimed at bringing back its users.
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Indeed, following a wave of departures that began in 2024, the social network has been struggling to catch up, despite an increase in revenue following the latest Grok update.
“Boosted” Posts to Control Visibility?
Although X’s monetization strategy has so far revolved around advertising and a subscription model introduced with Twitter Blue in 2021, the social network is now planning to take it a step further…
In a message addressed to content creators, the platform announced the launch of a new feature called “Boost” which allows creators to pay to increase the reach of their posts.
This initiative differs from traditional advertising campaigns and aims, according to the company, to give users more control over their visibility…
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Initially available to Premium subscribers on iOS, before likely expanding to Android devices and possibly computers, the “Boost” feature should be accessible on user posts via a button located at the top right of the screen.
By clicking the button, users will be able to select the desired level of visibility based on their budget and target geographic area.
The social network also took the opportunity to announce the initial pricing:
- $50 for between 11,000 and 27,000 impressions
- $100 for between 23,000 and 54,000 impressions
- $500 for between 116,000 and 272,000 impressions
- $1,000 for between 225,000 and 543,000 impressions
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A Strategy That Raises Questions…
While X presents “Boost” as a tool designed for creators, the approach appears to be a new revenue stream for a platform seeking profitability by any means necessary.
Although this option might attract certain influencers or businesses eager to maximize the reach of their content, it also opens the door to malicious use, especially since the network is already known for spreading malicious links.
However, according to X’s own data, 80% of users are inactive, which could limit the effectiveness of this new feature, especially since “Boosts” are currently only accessible from iOS devices.
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Samantha Klein is a seasoned tech journalist with a sharp focus on Apple and mobile ecosystems. With over a decade of experience, she brings insightful commentary and deep technical understanding to the fast-evolving world of consumer technology.