Is X Premium Worth It? Buffer’s Latest Data Reveals a Massive Reach Advantage
Does paying for X Premium really get your posts seen by more people?
According to Buffer’s latest findings — absolutely, though the advantage may not last forever.
The Big Picture
Buffer recently analyzed 18.8 million posts from 71,000 X accounts between mid-2024 and mid-2025, uncovering how much paid status affects post visibility. About 27% of users were subscribed to an X Premium tier (Basic, Premium, or Premium+), and the results were eye-opening:
X Premium users enjoy up to 10× more median reach per post than non-premium accounts.
That’s a major edge for brands and creators competing for attention in X’s fast-moving feed.
The Chart That Says It All
Median Post Reach: Premium vs. Non-Premium Accounts (Chart Source: Buffer, 2025)
In Buffer’s chart, the green line (Premium) stays well above the purple line (non-Premium) throughout the year. Even as both trend downward, the reach gap remains significant — proof that Premium still buys visibility.
Reach Is Falling for Everyone
Despite the advantage, Buffer’s research shows reach is declining across the board:
Premium accounts’ median reach dropped from about 1,000 impressions in August 2024 to under 750 by August 2025.
Non-premium accounts often failed to hit 100 impressions.
Among Premium tiers, Premium+ members saw the highest reach, regularly exceeding 1,500 impressions per post.
This indicates that while Premium provides a boost, the algorithm continues to tighten organic exposure overall.
Engagement and Link Penalties
Buffer also noted that engagement follows the same pattern:
Premium users maintain 0.3–0.4% median engagement.
Over half of non-premium users record zero engagement on a typical post.
Additionally, posts that include external links perform poorly — especially for free accounts. Even Premium users experience reduced visibility when sharing outbound links, suggesting X still prioritizes in-platform content.
What This Means for Creators and Brands
If your goal is visibility, X Premium delivers a measurable lift. But it’s not a silver bullet.
Premium boosts reach — but not guaranteed engagement.
The reach advantage is shrinking over time as algorithms evolve.
Strategy still matters: creative hooks, native formats, and consistent posting are key to long-term performance.
For marketers and small business owners, Premium can be a smart investment — if paired with engaging content and a strong brand voice.
Final Takeaway
X Premium is no magic wand, but for now, it’s a clear path to greater visibility. Brands and creators should see it as a reach amplifier, not a substitute for quality storytelling.