X enables paid users to highlight content with enhanced functionality

X Corp, formerly known as Twitter, is launching a brand-new feature called "Highlights" that will allow paid users to highlight their greatest postings on a specific tab. The platform also deprecates the Followers Objective ad unit and shutters its $100 million promoted accounts ad business as part of this change. This update attempts to prioritise content types and improve the user experience.

 

The microblogging platform updated its ‘About X Premium’ page to include details about the highlights feature. “Feature your best posts by Highlighting those posts and they’ll appear on your profile in a dedicated tab,” the description of the feature said. 

 

X has been rolling out the new ‘Highlights’ tab to some subscribers over the last few days. The platform already allows users to pin one of their tweets to their profiles so that visitors can see it first, however, it was not possible to pack multiple tweets’ worth of information. The ‘Highlights’ tab may be useful for an artist to highlight their work or for an author to highlight their most popular articles. 

 

Paid users can add any of their posts to the Highlights tab by tapping on the post’s three-dot menu and then choosing the “Add/remove from Highlights” option. The company made TweetDeck a subscriber-only product in an effort to entice more people to pay for its premium service. 

 

Meanwhile, X has shut down $100 million worth promoted accounts ad business on its platform and will not allow advertisers to promote their accounts within the platform’s timeline to attract new followers.