The news: Consumers are interested in premium social media tiers, opening the door for more curated and personalized social experiences.

• 36% of US adults who use social media would be at least somewhat likely to pay for a subscription that offered exclusive features not available to free users, per CivicScience, including 63% of Gen Zers.
• However, interest is higher among those who use social media less. Nearly half (44%) of users who spend less than two hours per day on social platforms would pay, versus 37% of users who are on those platforms for two hours per day or more.

The data suggests premium social tiers could function less as an upsell for the most engaged users and more as a way to monetize a subset of users who want a more purposeful experience. That challenges any assumption that time spent is the best proxy for willingness to pay.

What it means: Willingness to pay for premium tiers could be about intentionality and curated encounters. Lighter users may overindex because they place more value on controlled content experiences that optimize their time, perhaps by only seeing personalized recommendations and creators.

These social experiences could also be useful for those who come to the platforms for hyperspecific reasons, including access to exclusive communities or advanced content tools. Platform owners could promote exclusive features as a way to monetize these users rather than as a straightforward upsell to heavy users.

However, premium tiers shouldn’t be conflated with ad-free experiences. Platforms are more likely to add offerings—such as exclusive creator access similar to paid features on Patreon and YouTube—more refined editing or posting tools, or micro features like expanded access to message scheduling or the ability to post longer stories.

Implications for brands: To prepare for the potential of hyperpersonalized, pay-gated social experiences, brands should consider finding their audience niches and creating specific content that can make its way onto recommended feeds.

• Work with creators who align with brand identity and voice to ensure ads feel cohesive to users and aren’t another example of social media noise.
• Offer your own premium social media features, such as super fans groups on Facebook or discounts that are available for in-app shopping only.

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