X, the platform formerly known as Twitter, has announced a significant update to its paid creator programme, rebranding it as Creator Subscriptions 2.0. The revamp introduces new features designed to help influencers monetise exclusive content directly within the platform’s feed.
The core update allows creators to post “subscriber-only threads.” With this feature, a creator can publish an initial post visible to all followers, with subsequent replies in the thread hidden behind a paywall. This model enables creators to use a public post as a teaser, directing interested users to subscribe for the full conversation. X states this approach aims to maximise both audience reach and conversion, keeping users within the platform rather than redirecting them to external websites.
A second major change integrates subscriber-only content directly into a creator’s main feed, rather than segregating it into a separate tab. This alteration is intended to make paid content more discoverable and streamlined for subscribers, allowing them to follow a creator’s full output in one place.
Alongside user-facing features, X has introduced new backend tools for creators. These include an updated dashboard for managing subscriptions and a shareable digital card to promote their subscription offering. In a statement, Allegra Jacchia, Creators Product at X, said the updates represent an investment in tools to help creators build sustainable incomes and deeper audience connections.
The launch of Creator Subscriptions 2.0 places X in direct competition with other major platforms, such as Snapchat, which is also testing similar subscription models for its top creators. This move underscores the industry-wide push to provide influencers with diversified, direct revenue streams beyond traditional advertising. The changes are live for creators on the X platform.
