Why GenZ are using Snapchat+ Over X Premium
Snapchat+
Snapchat+ launched in 2022 as a low-cost subscription offering a handful of exclusive features aimed at enhancing the core Snapchat experience. Priced at around $3.99 per month, it includes perks like custom app icons, the ability to see how many times your story was rewatched, and fun social features like pinning your best friend to the top of your chat list or using Ghost Trails to view a friend’s recent location history (if they’ve shared it).
Snapchat+ also gives subscribers early access to experimental features before they roll out to everyone else. While none of these tools are essential, they add layers of personalization and social flair that appeal directly to Snapchat’s largely Gen Z audience.
The premium social made over $5 million in its first month alone, and as of 2024, over 7 million users have subscribed.
X Premium
X Premium was relaunched under Elon Musk in 2022 with a tiered pricing model that now ranges from around $3 to $22 per month. The subscription includes more utility-based features: editing tweets, posting longer videos and text, reduced ads, and prioritised visibility in replies.
For creators, there are monetisation opportunities and access to analytics tools. However, the platform’s older, more politically active demographic hasn’t embraced the premium offering at scale, possibly due to a mismatch between features and user values, or the fact that verification lost its exclusivity when it became pay-to-play.
X Premium has around 640,000 subscribers, and many of them signed up to retain their verification badge rather than the features.
Comparing the Value Propositions
| Feature Type | Snapchat+ | X Premium |
| Customisation | App Icons, Profile Flair | None |
| Social Perks | Ghost Trails, Rewatch Metrics | Content Visibility |
| Creator Appeal | None | Monetisation |
| Content Tools | Fun, Light Features | Editing, Long Posts |
| Identity/Status | Quiet Flex | Blue Check |
| Audience Fit | Gen Z | News/Older |
Why Are Gen Z Paying for Snapchat+?
1. It Feels Like a Digital Toybox
Snapchat+ isn’t trying to turn users into power tweeters or thought leaders. It just makes the experience more fun. Custom icons, profile badges, rewatch counts – it’s playful, interactive, and feeds Gen Z’s love for personalisation without pressure.
2. Social Signals Matter (Quietly)
Ghost Trails, pinned friends, and flair offer subtle social flexes. Snapchat doesn’t make it obvious who’s paying, but the features themselves create social cues. It’s like having VIP access without screaming it.
Compare that to X’s blue check, which has become a symbol of either irony, clout-chasing, or controversy. Many Gen Z users view X Premium as try-hard or cringey.
3. No Politics, No Pressure
Snapchat is used for direct social communication, talking to friends, sharing moments, creating content for fun. It’s not where users go to argue, preach, or debate. That makes it a much lighter space to invest a few bucks in.
X, on the other hand, has become a battleground for hot takes and online beefs. The premium experience is often pitched around visibility and influence, things Gen Z are growing increasingly skeptical of.
4. It’s Cheap, and That Matters
At $3.99/month, Snapchat+ hits the “impulse buy” sweet spot. No heavy commitment, no overwhelming feature set. Just small perks that feel worth it.
Meanwhile, X Premium’s tiered model, going up to $22/month, makes the decision feel more like buying software, not enhancing your social life.
The Future of Premium Social
The shift toward premium social experiences isn’t just a passing trend – it’s the next phase of how users engage with platforms. But success in this space won’t come from simply slapping a price tag on existing features or selling vanity metrics. The platforms that will thrive are those that understand what people actually want to pay for: more control, more fun, more meaningful interaction.
Looking ahead, we’re likely to see even more segmentation in premium models:
- Micro-subscriptions that offer bite-sized upgrades for specific needs (think: paying just for filters, or access to a creator’s inner circle)
- Community-driven perks, like Discord-style tiered memberships that unlock deeper interaction
- AI-powered personalisation, where users pay to tailor their feeds, content recommendations, or even their digital avatars
And hybrid monetisation, where subscriptions blend with virtual goods, digital fashion, or access to exclusive digital spaces (think: the metaverse-lite)
Final Thoughts
For younger generations, digital life isn’t separate from real life, it’s an extension of their identity. That means premium features have to feel personalised and purposeful, not forced. Snapchat+ gets this right by offering light, socially-relevant perks that add flavour without pressure. It’s less about utility and more about vibe, how features make them feel seen, connected, or quietly unique.
In the end, the success of a premium social media model comes down to how well it aligns with the culture of its platform and the expectations of its users. X Premium struggles to connect because it treats social media like a business tool, offering features that feel more suited to content creators or power users than everyday people. As younger generations continue to shape the digital landscape, platforms that prioritise personalisation, subtle social value, and low-stakes experimentation will come out ahead. It’s not about paying for status, it’s about paying for experience.
Get in touch with NewGen today to discuss all things premium social marketing.