As social media platforms continue to evolve, we are witnessing a significant shift in the way these platforms operate. Platforms like Twitter and Meta are now offering paid subscriptions specifically targeted towards creators. Twitter Blue and Meta Verified are premium subscription services that promise to enhance the social media experience for creators. 

In this blog post, brought to you by The Lighthouse Social, we will discuss the reasons behind this emerging trend and whether these paid subscriptions are worth the investment for social media managers. It is important to note that this is a general overview and it is essential to consult your strategy when considering investments such as these. 

The Changing Landscape of Social Media

Social media platforms have long been free to use, relying on advertising revenue as their primary source of income. However, as the social media landscape becomes increasingly saturated, platforms are exploring new avenues to generate revenue and provide additional value to their users. And so, paid subscriptions were born.

Twitter Blue

Twitter Blue, a premium subscription service by Twitter, aims to take your Twitter game to the next level. Priced from £9.60 per month or £100.80 per year, Twitter Blue offers an array of features and enhancements that can significantly benefit creators.

One standout feature is the ability to edit tweets within a one-hour window. This is a game-changer for social media managers who often face the dilemma of typos or missed opportunities in their tweets. With the edit tweet feature, you can rectify mistakes and make necessary updates, ensuring your tweets are flawless and engaging.

Another compelling feature is the extended character limit. While regular users are limited to 280 characters per tweet, Twitter Blue subscribers can tweet up to a whopping 25,000 characters. This opens up more possibilities for creators to share in-depth insights and explore longer-form content on the platform.

Improved tweet visibility has been a key focus for Twitter Blue, and while Elon Musk acknowledges that Twitter’s ranking algorithm remains complex, progress has been made. Twitter faced challenges implementing changes without unintended consequences. However, now paying Twitter Blue subscribers can enjoy enhanced reach and exposure within reply chains, while non-paying users may experience a slight downranking if they lack a direct connection to the posting account. As Twitter continues to refine its algorithms, it’s an exciting opportunity for creators to amplify their voices and engage with a broader audience through Twitter Blue’s added visibility and benefits.

In addition to these features, Twitter Blue offers text formatting options, allowing you to emphasise key points. The half-ads feature also reduces the number of ads in your timeline, making your timeline much more streamlined. 

Meta Verified

Meta Verified, the subscription bundle for creators on Instagram and Facebook, offers a range of benefits to creators. For a monthly fee of £9.99, Meta Verified provides account verification, protection from impersonation, exclusive stickers for stories and reels, expanded reach, and access to human support agents.

Account verification is a significant advantage, as it adds credibility and authenticity to your profile. The verified badge distinguishes you as a trusted profile and can help build trust with your audience. Furthermore, Meta Verified offers proactive account monitoring to protect creators from impersonators, enhancing security and peace of mind.

Exclusive stickers for stories and reels give creators unique ways to engage with their audience and showcase their creativity. These stickers can add personality and excitement to your content, setting you apart from other creators.

Likely the most favourable feature is the increased reach. Verified accounts are more likely to appear in search results, feeds, and recommendations. Your content will be prioritised, ensuring that it is shown to a wider audience. This can lead to higher engagement, increased interactions, and ultimately, a growing follower base.

Are Paid Social Media Subscriptions Worth It?

Now comes the crucial question – are Twitter Blue and Meta Verified worth the investment for creators?

The answer ultimately depends on your specific needs and the goals of your social media marketing. These paid subscriptions offer a range of features and benefits that can enhance your social media presence and provide additional value to your audience. The ability to edit tweets, extend character limits, and access exclusive features can undoubtedly boost your creativity and engagement levels.

However, it’s essential to weigh the cost against the potential return on investment. While less than £10 per month may seem reasonable, especially for brands, it’s key to consider that paying the subscription alone will not gain you instant growth. Only when partnered with effective content can these investments be worth it. If Twitter has never been a part of your social media activity, and you are considering investing in Twitter Blue, it would be highly beneficial to evaluate whether you can invest the time and resources, as well as the finances. It is not advisable to change your entire strategy just to be a part of the ‘new’ and ‘shiny’ thing in social media. 

So, if you are swaying towards subscribing to a social media platform, assess the tangible benefits these subscriptions offer. Then, determine whether they align with your social media goals and objectives.

Additionally, it’s worth monitoring how these paid subscriptions evolve. As the market adjusts to this emerging trend, platforms may refine their offerings and introduce new features. Keeping an eye on user feedback and industry developments can help you make informed decisions about investing in these subscriptions.

What are your thoughts on the overall trend of social media platforms offering paid subscriptions? Do you see it as a positive step towards providing more value for creators? Or do you have concerns about potential drawbacks?

Tinisha Osu is a Marketing Executive with two degrees in Psychology. She is the first-author of a published psychology paper and is beginning her career in marketing through blog-writing, creating social media content and running marketing campaigns.