Introduction

Premium users on X (Twitter) get far more reach than regular ones, but engagement still depends on how good your content is.

What’s the problem it solves?

Many creators wonder if paying for X Premium is worth it. This study explains how Premium affects reach, engagement, and what kind of content performs best.

Quick Summary

Buffer analyzed 18.8 million posts from 71,000 X accounts between August 2024 and August 2025 to see how Premium subscriptions affect visibility. The results show a huge gap. Premium accounts, especially Premium+, get around 10 times more reach per post than free accounts. Regular users often see under 100 impressions per post, and half get no engagement at all.

Engagement rates are also higher for Premium accounts, though the difference is smaller than reach. Premium Basic users lead slightly in engagement rate, while Premium+ dominates reach. The platform’s own documentation confirms this bias-verified and Premium users are prioritized in feeds.

Content type matters too. Text and video posts work best for Premium users, while link posts are almost invisible for regular accounts. Since March 2025, non-Premium link posts get nearly zero engagement. That means paying for Premium doesn’t just buy features; it buys distribution.

Key Takeaways

• Premium accounts get around 10x more reach than regular ones.
• Engagement is higher for Premium users but still depends on quality.
• Premium+ delivers the strongest visibility boost overall.
• Text and video posts perform best; links are heavily penalized.
• Non-Premium accounts struggle to get seen, especially with links.

What to do

• If X is a core channel for your brand, invest in at least the Premium tier.
• Use more text and video posts instead of links.
• Keep engagement high with replies and conversations.
• Track performance month to month to spot shifts in algorithm bias.
• Treat Premium as a visibility boost, not a content shortcut.

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