Free Checkmarks Return for Top Accounts on X
A lot of high-profile users on X (formerly Twitter) are getting their blue checkmarks back, but there's a catch. This reinstatement isn't based on verification of identity or importance anymore. Instead, it's all about follower count – specifically, having a high number of paying followers.
As per Elon Musk's plan, users with over 2,500 paying followers will receive X Premium for free, while those with 5,000 or more blue tick followers get X Premium+ at no cost.
The Strategy Behind Free Checkmarks
There seem to be two main goals behind this move. Firstly, Musk likely believes seeing checkmarks everywhere will incentivize users to subscribe to X Premium. The idea is that users might feel a pressure to pay to join the "verified" crowd.
Secondly, this could be a way to boost engagement with Grok, Musk's AI chatbot. By offering it as part of X Premium and X Premium+, Musk hopes users will explore the feature and potentially become regular users.
A Repeat of Free Trials?
This tactic feels reminiscent of Musk's approach with Tesla's self-driving features. There, he offered limited-time free trials to generate hype and encourage eventual purchases. Here, the free checkmarks could be a similar attempt to create a temporary "exclusive" feeling that pushes users towards subscriptions.
Restoring the Blue Checkmark's Value?
This move might also be an attempt to make the blue checkmark relevant again. Shortly after acquiring X, Musk removed a large number of checkmarks, but then brought them back for many celebrities. This highlighted the confusion about the purpose of verification. Here, tying it to paid subscriptions assigns a clear (though controversial) value to the checkmark.
The Challenge of X Premium
However, the real issue lies with X Premium itself. Many users find the additional features offered in the premium tiers underwhelming. The core X experience remains largely unchanged, making the subscription less appealing.
Subscription Struggles for X
Despite Musk's focus on subscriptions, X Premium uptake remains low. Estimates suggest less than a million users subscribe, a small fraction of X's total user base. Even the addition of Grok hasn't significantly boosted subscriptions.
The creation of Grok itself highlights a potential issue with Musk's strategy. Grok, born out of competition with OpenAI, appears more driven by personal rivalry than a clear market need.
The Need for a Compelling Subscription Model
Ultimately, X needs a more compelling reason for users to subscribe. While increased access to Grok might lead to more exploration, it's unlikely to be the tipping point for most users. X needs to offer features that genuinely enhance the user experience and justify the subscription cost.
Skepticism Remains
This latest move by Musk raises questions about the long-term success of his subscription strategy. While free checkmarks might create a temporary buzz, it's unclear if they will be enough to drive sustainable subscription growth for X.
