In a strategic twist, X is shifting its attention to smaller brands, veering away from its traditional reliance on big advertisers. 

The app is rolling out a cost-effective “Basic” tier within its Verification for Organizations package, a deliberate step to entice smaller businesses (SMBs). There’s a catch here: this cheaper tier won’t come with the “2x boost” and “Affiliations” features. However, subscribed brands would still benefit from golden checkmarks, priority support, Premium memberships and blue checks for staff profiles, and access to job listings.

Can X successfully court smaller brands with its revamped strategy, or will doubts about its app’s efficacy linger?

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