Stacy Jo Dixon
Research expert covering social media usage worldwide
Social media subscriptions - statistics & facts
Social media is still very much available as a free to use product, but there has been a recent push for users to sign up for subscription services. This comes at a time when companies are looking to generate significant revenues in other ways, rather than relying heavily on advertising profits, which have been declining after a COVID-induced boom. The traditional business model of social media considers the user the product – the service is free, but the user is subjected to advertising, and gives away some of their personal data in the process.
Social media businesses pitch subscriptions to consumers as added security against account impersonation, extra customer support, and a higher audience reach for their posts. Some consumers will undoubtedly be willing to pay for the privilege of additional protection in an era of misinformation and online data breaches.
In return for modest to eye-brow-raising monthly fees, social media subscriptions are increasingly offering users the ability to explore exclusive ‘vanity’ features and purchase verification check marks for their online profiles – once exclusive to public figures, journalists, celebrities, and brands. Given the number of people using social media, online ads are clearly seen as a small price to pay for such a service. But are these features, cosmetic or otherwise, enough to turn users into subscribers?
Musk promoted the premium service as a strategy to boost revenue that is not generated Twitter’s flagging ad sales. Huge brands such as Coca-Cola, Unilever, and Jeep, to name a few, pulled their advertising from the platform towards the end of 2022, undoubtedly a concern for the platform, considering that its advertising services have long accounted for most of the company’s profits.
For companies and brands, Meta Verified is a small investment, as Meta’s platforms serve as a shopfront of sorts. Whilst a minimal cost for bigger organizations, the product could be less appealing and somewhat expensive for the average user.
One of Snapchat’s recent developments, only available on Snapchat+, is My AI - a chat bot based on OpenAI’s ChatGPT technology. My AI is a highly versatile feature of the app which can do everything from contributing to group conversations to generating recipes. Snapchat is extremely popular amongst Gen Z audiences, so an affordable subscription service which seems to be making the most of much hyped AI features seems to be winning over its young audience base.
In return for modest to eye-brow-raising monthly fees, social media subscriptions are increasingly offering users the ability to explore exclusive ‘vanity’ features and purchase verification check marks for their online profiles – once exclusive to public figures, journalists, celebrities, and brands. Given the number of people using social media, online ads are clearly seen as a small price to pay for such a service. But are these features, cosmetic or otherwise, enough to turn users into subscribers?
Twitter Blue – paying for the blue check mark
Twitter faced massive changes last year, after tech billionaire Elon Musk took over the well-established microblogging platform. In October 2022, after months of legal processes, Musk bought the company for 43 billion U.S. dollars and soon started to make changes to the platform. One of Musk's first adjustments as CEO was the modification of Twitter Blue - a feature users could up until that point use to identify reliable sources with thanks to a trusty blue tick. The service was initially free and only available to verified accounts. With the new version Twitter Blue, users are granted the famous blue tick, can use NFT profile pictures, edit published tweets, and personalize their accounts at a cost of eight U.S. dollars per month. As of April 2023, there were around 640 thousand paying Twitter users.Musk promoted the premium service as a strategy to boost revenue that is not generated Twitter’s flagging ad sales. Huge brands such as Coca-Cola, Unilever, and Jeep, to name a few, pulled their advertising from the platform towards the end of 2022, undoubtedly a concern for the platform, considering that its advertising services have long accounted for most of the company’s profits.
Who wants to be Meta Verified?
Currently only available in a handful of countries (United States, Canada, the United Kingdom, Australia, New Zealand, and India), Meta Verified also offers subscribers verified blue tick badge, exclusive features, and extra account protection. It costs users between 11.99 USD and 14.99 USD per month, and it is estimated that there will be around 12 million Meta subscribers by the end of 2023. Although it seems Meta may beat Twitter in terms of subscriber numbers, the vast majority of Meta product users reported being uninterested in trying the service. As of March 2023, 82 percent of Facebook and Instagram users in the U.S. said they were not likely at all to sign up for Meta Verified. Additionally, users aged 18 to 24 years were the most likely to be interested in such a service.For companies and brands, Meta Verified is a small investment, as Meta’s platforms serve as a shopfront of sorts. Whilst a minimal cost for bigger organizations, the product could be less appealing and somewhat expensive for the average user.
Snapchat+ is enticing its users with AI
Popular with younger audiences, Snapchat has plans in motion that users find appealing. The app’s subscription service, Snapchat+, costs 3.99 USD per month. It lets users customize app icons, wallpapers, and notification sounds, as well as granting access to pre-released features. Subscribers can share and receive visual AI-generated Snaps, as well as access added features on Snap Map and Lenses. In the third quarter of 2022, Snapchat+ signed up approximately 1.5 million subscribers. By the first quarter of 2023, there were three million subscribers, a 100 percent increase in paid users within around six months.One of Snapchat’s recent developments, only available on Snapchat+, is My AI - a chat bot based on OpenAI’s ChatGPT technology. My AI is a highly versatile feature of the app which can do everything from contributing to group conversations to generating recipes. Snapchat is extremely popular amongst Gen Z audiences, so an affordable subscription service which seems to be making the most of much hyped AI features seems to be winning over its young audience base.
