There was a time when we marketers and social media managers griped about how organic reach doesn't exist any more. It's not true, technically — you can post on your brand's Facebook page without spending a penny and reach some people… not many, and certainly not the vast majority of your followers, but your reach wasn't literally zero if you chose to not pay.

Soon, though, organic reach will be completely eliminated at Twitter unless you pay.

Elon Musk yesterday said that starting on April 15th, if you have not paid for the blue checkmark, your content will not show up on Twitter's “For You” timeline. Like, at all. 

And the price to be seen by an unknown — and, truth be told, shrinking — number of Twitter users: $1,000 U.S. dollars a month. That's the price of Verified Organizations, the brand version of the blue checkmark.

Musk says the move is to fight off bots taking over. But in the same announcement, said bots are welcome — if they too pay to be verified and don't impersonate humans.

Also being taken away if you choose to not pay for the blue checkmark: The ability to vote in Twitter polls.

🏀 Lebron James > Your Brand

Musk has fashioned himself as a free speech warrior, and said he bought Twitter because he thought celebrities and politicians had more of a voice on the platform than regular people. And he'll stop it.

Except according to a new report from Platformer, not only has he not stopped the amplification of large accounts, Twitter actually now has a secret VIP list, whose content is getting boosted over everyone else.

Internal documents show that the platform has maintained a list of around 35 celebrities and public figures whose accounts it offers increased visibility. The list includes LeBron James, Joe Biden, YouTube star Mr. Beast, and — yes, Elon Musk himself.