Why I Canceled X Premium+ Across my 5 Accounts (And Why You Should Too)

Since Elon Musk took over Twitter, the platform has seen sweeping changes—some bold, but many disastrous. Among the most contentious is X Premium, a feature that promises more than it delivers.

For years, X (formerly Twitter) has been a cornerstone of online discourse. But recently, it’s devolved into a platform driven by engagement bait and hollow content.

I’ve had Premium+ subscriptions on five accounts, spanning both my businesses and personal brand. Despite my best efforts to make it work, I’ve come to the conclusion that Premium+ is a waste of time, money, and creative energy. Here’s why I canceled Premium+ across all my accounts—and why you might want to reconsider yours too.

Engagement Bait Over Substance

X has turned into a circlejerk of engagement bait. If you’re a small account that doesn’t play the game—endless polls, shallow hooks, and formulaic “wisdom”—you’re invisible. Creative, meaningful content gets buried under the noise of viral junk.

The algorithm rewards rage, self-interest, and contrarianism. People engage not to learn or connect, but out of vanity, arguments, or emotional triggers. Instead of fostering originality, the system amplifies copy-paste motivational takes and feel-good platitudes reworded ad nauseam.

And when creators opt out of these trends, they’re often penalised by algorithms that reduce visibility for content that isn’t instantly gratifying. This creates an echo chamber where the same ideas circulate endlessly, diluting the platform’s intellectual value. The reward system discourages experimentation, nuance, or long-form content, leaving creators frustrated and viewers fatigued.

The “Reply Guy” Phenomenon

Another glaring issue is the rise of the “reply guy.” The algorithm heavily favours accounts that reply to popular posts with pithy, shallow comments designed to leech engagement. This performative tactic doesn’t contribute value or foster meaningful discussions. Instead, it rewards clout-chasing in the comments section, further diluting the quality of the platform.

This phenomenon not only skews the way content is consumed but also creates a hostile environment for original creators. Imagine spending hours crafting thoughtful, valuable content only to watch it be overshadowed by a one-liner reply under a celebrity’s tweet. The message this sends is clear: clout trumps contribution.

Verification: An Ego-Driven Illusion

For most small accounts—and even some larger ones—the verification tick does little more than massage egos. It doesn’t enhance discoverability, engagement, or growth in any meaningful way. The idea that paying for a tick will elevate your content is a fallacy. It’s not what I’m here for.

Worse yet, the proliferation of paid verification has diluted its significance. What was once a symbol of credibility has become a purchased badge, creating an oversaturation of "verified" accounts. This devalues the purpose of verification, rendering it an accessory rather than a meaningful distinction.

Monetisation’s Race to the Bottom

X’s monetisation scheme compounds the problem. By rewarding viral engagement with payouts, it incentivises creators to prioritise clickbait over quality. The focus shifts from fostering meaningful dialogue to competing in a race for ad revenue, resulting in a platform flooded with low-effort, repetitive content.

Consider the incentive structure: creators are financially motivated to maximise impressions rather than provide value. This leads to an oversaturation of polarising content, inflammatory takes, and recycled "hot tips." The result? A degradation of intellectual and creative discourse.

Additionally, smaller creators—those who could benefit most from monetisation—are often left out. The system disproportionately rewards already-popular accounts, widening the gap between established influencers and those trying to grow. It’s a vicious cycle where the rich get richer, and the rest are left chasing scraps.

Why I Had 5 Premium+ Accounts

Over the years, I’ve maintained five Premium+ accounts to support both my businesses and my personal brand. The idea was simple: invest in visibility and credibility to help my companies grow and to establish my personal voice in the online space. But the reality didn’t live up to the promise.

The accounts—ranging from a consultancy to niche services—barely saw any meaningful boost in engagement. Instead of reaching new audiences or improving discoverability, the platform’s dynamics made it clear that Premium+ offered no advantage in a system fundamentally designed to prioritise shallow content. The time and money I put into these accounts felt wasted.

The Drift to the Right

One of the most concerning trends on X has been its noticeable drift toward amplifying far-right voices while seemingly suppressing those on the left. The algorithm appears to reward inflammatory content, which disproportionately favours right-leaning narratives. As a result, political discourse on the platform feels skewed, creating an environment that alienates users seeking balanced or progressive discussions.

This isn’t just anecdotal; many creators have noted reduced visibility for content that challenges far-right ideologies or promotes progressive viewpoints. This bias undermines the platform’s potential as a space for open dialogue, turning it into an echo chamber for divisive rhetoric rather than a forum for genuine debate.

It seems the direction of the algorithm is to become a tool of propaganda, and it’s being used with impunity.

The Bot Problem

X’s bot problem is another glaring issue. As a software engineer, I know how solvable this problem is. Detecting and removing bots isn’t rocket science; it’s a matter of implementing robust detection algorithms and verification mechanisms. Yet, X seems to take little action against bots.

My opinion? They don’t tackle it because a bot-free platform would look far emptier. The inflated activity from bots creates an illusion of vibrancy, but it’s a facade. I personally remove 10-20 bots from my account every week, yet they keep coming back. This rampant bot activity dilutes the quality of interactions and makes the platform feel increasingly artificial.

The Numbers Don’t Lie

If these issues sound theoretical, let’s get practical. I’ve posted the same threads on X and other platforms, like Threads. On X, some of these threads received under 100 impressions. On Threads, the exact same content achieved over 50,000 impressions. The difference is staggering—and it proves that Premium+ does little to fix the structural problems of the platform.

This isn’t an isolated experience. Numerous creators have reported similar disparities in performance, often finding greater success on platforms that prioritise organic reach and discovery over algorithmic favoritism. The stark contrast highlights X’s failure to provide a level playing field, even for paying subscribers.

Below I’ve included one of the tests I ran testing out engagement and impressions, as you can see the difference is stark.

On the primary X post, I received 614 impressions, and 5 engagements, comparitavley on threads I received 48,900 impressions and 74 engagements. So there is a clear difference here, this is obviously one example, but I’ve had quite a few instances where this scenario has played out as many others have.

Better ROI Elsewhere

Premium+ promises priority rankings and an improved experience, but it can’t overcome a broken ecosystem. For small accounts especially, the ROI is negligible. Ads and other platforms that value depth and originality offer far better returns on investment—both in engagement and meaningful growth.

Platforms like LinkedIn, Threads, or even niche communities allow for authentic connections and the opportunity to reach audiences who genuinely care about substance. By contrast, X’s structure undermines creators’ ability to establish lasting, impactful relationships with their audience.

In addition, you’re much more likely to get a better ROI with paid ads, for the same amount of money, assuming your ad campaign is properly run.

What’s the Point?

If you’re paying for Premium+, ask yourself: what are you really getting out of it? For most people, the answer is little more than a vanity boost or a fleeting sense of importance. The time, energy, and money could be far better spent elsewhere—on platforms or strategies that actually deliver results.

When you break it down, Premium+ is selling a solution to a problem it’s partially responsible for creating. It’s a cycle designed to extract revenue rather than provide genuine value. For creators serious about growth, this is a critical point to consider.

The Ecosystem is Broken

At its core, X no longer supports creators who want to grow meaningfully. The algorithm rewards the loudest, most shallow voices in the room, stifling originality and innovation. It’s a platform built to cater to the lowest common denominator, not to elevate valuable contributions.

This systemic issue affects all levels of the platform. Aspiring creators face immense barriers to entry, while established accounts must dilute their content to maintain relevance. The long-term consequence is a devaluation of X as a space for thoughtful dialogue and creativity.

My Decision: Why I Canceled Premium+

After years of frustration and declining returns, I’ve canceled Premium+ on all my accounts. The system doesn’t work for creators like me who prioritise substance over spectacle. If you’re serious about meaningful growth, X is no longer the place for it.

Instead of doubling down on a broken system, I’ve chosen to invest my time and resources into platforms that align with my values. The experience has been liberating, allowing me to focus on creating content that matters rather than gaming algorithms.

Reconsidering Premium+: A Call to Action

If you’re a Premium+ subscriber, I encourage you to take a hard look at your investment. Are you getting the ROI you expect? Or are you just feeding into a system that priorities vanity over value? You might find, as I did, that it’s time to move on.

The future of your creativity deserves a better platform. Choose one that aligns with your goals—not one that undermines them.

I will personally keep posting on the platform, but I’ll no longer bother throwing money away and enriching Elon musk even more.