When Elon Musk purchased and rebranded Twitter into X, he proclaimed a bold vision for the platform: “the average person is the media.” This statement resonated with users disillusioned by traditional media and promised an even playing field for anyone to share their voice and gain recognition. However, the reality of X’s mechanics—particularly its Premium subscription—paints a different picture. Far from democratizing the platform, X has created an environment where smaller accounts struggle for visibility while established players flourish.
The Premium Promise: A Mirage for Smaller Creators
X Premium promised to level the playing field, offering features like increased visibility, monetization opportunities, and enhanced tools for creators. Yet, for smaller accounts, these benefits remain largely out of reach.
Barriers to Entry: Eligibility Designed for the Elite
To qualify for monetization, users must meet daunting criteria:
2,000 Verified Followers: A challenging target for smaller accounts lacking an existing network or financial resources to grow their audience organically. Verified followers are typically Premium subscribers or part of verified organizations, creating a self-sustaining cycle that excludes newcomers.
5 Million Impressions in 3 Months: Achieving this milestone requires visibility that smaller accounts simply don’t have. Impressions rely heavily on the algorithm, which disproportionately favors established profiles with high engagement.
These requirements effectively lock smaller accounts out of monetization, reserving it for larger, financially capable users who already dominate the platform.
Grok’s Pragmatic but Disheartening Advice
Grok, X’s AI assistant, has suggested smaller accounts “pay larger ones” to boost their visibility. While pragmatic, this advice starkly reveals the system’s inequities, where success becomes something to be purchased rather than earned through quality content.
The Algorithmic Shadow: Visibility Without Resources? Think Again.
X’s algorithm compounds the challenges faced by smaller accounts, amplifying content that already performs well while leaving lesser-known creators in the dark.
A Cycle of Dependency
The algorithm rewards high engagement, even if the post is about a dopey cat pic, or some blue-haired woman screaming nonsense about her neighbor; but smaller accounts struggle to generate this without visibility. This paradox creates a system where only those already successful—or financially able to buy promotion—can thrive.
Unrecognized Creativity
Smaller creators often report their ideas being co-opted by larger accounts, who receive disproportionate attention and algorithmic favor. This theft of originality stifles innovation and alienates emerging voices.
The Economics of Attention: A Pay-to-Play System
X’s monetization model has inadvertently created a pay-to-play environment, where smaller accounts are pressured to spend on promotions or partnerships just to compete. Many smaller accounts have signed up for X premium with the hopes of gaining even a small amount of attention, but have been left with little to no engagement after spending up to $25 a month for a service that provides extremely limited benefits.
Homogenization of Content
With the algorithm skewed toward larger accounts, the diversity of perspectives on X diminishes. Only those with the means to invest in visibility can break through, leading to an echo chamber of established voices.
Erosion of Trust
As smaller accounts struggle and fail to gain traction, frustration mounts. Many creators feel the platform prioritizes profit over fairness, pushing them toward alternative platforms like Mastodon, Bluesky, and Threads.
What Needs to Change
If X is to fulfill its promise of democratized media, it must address these systemic flaws.
Algorithmic Transparency: Clearly explain how visibility is determined and implement adjustments that reward quality content, regardless of follower count.
Support for Smaller Creators: Introduce discoverability channels and features designed specifically to amplify emerging voices.
Alternative Metrics for Monetization: Replace rigid thresholds like verified followers and impressions with metrics that consider engagement quality, niche influence, or innovation.
Community Engagement: Actively solicit feedback from smaller creators to understand their needs and frustrations, fostering a more inclusive ecosystem.
Conclusion: A Platform at a Crossroads
X’s current trajectory risks alienating the very users it claims to empower. While the platform has succeeded in embracing free speech, it has failed to democratize visibility and opportunity. For smaller accounts, the promise of Premium remains an illusion—an unattainable goal in a system designed to reward wealth and influence.
If X genuinely wants to be a platform where “the average person is the media,” it must implement meaningful changes that value creativity and authenticity over financial resources. Without these reforms, Musk’s vision will remain a dream deferred, and X will become just another social media giant upholding the status quo.
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