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X Pays Nearly $20 Million to Creators as Ad Revenue Sharing Grows

1 Mins read
  • X has shared nearly $20 million dollars to verified creatives on its platform.
  • X first ads revenue sharing payout was in July which totaled approximately $5 million
  • X has seen increase in ads revenue and creators since the introduction of its ads revenue sharing.

X, the social media platform formerly known as Twitter, has disbursed approximately $20 million to its creators, as announced by X CEO Linda Yaccarino. This significant payout highlights the platform’s efforts to incentivize content creation and monetization for its users.

This initiative was initiated in July as part of a broader strategy aimed at revitalizing the platform after a significant decline in advertising revenue following Elon Musk’s takeover. The former CEO of X and now its Chief Engineer, implemented substantial changes to the platform’s workforce and operations, resulting in over 2,500 layoffs in October Last year. This overhaul, coupled with a decline in ad revenue, prompted the need for new initiatives. Ad revenue sharing was introduced, allowing creators to earn a portion of the advertising revenue generated from ads displayed alongside their posts, particularly when interacting with other verified users.

To qualify for this program, users must meet specific criteria, including:

  1. Subscribing to X Premium.
  2. Maintaining more than 500 followers.
  3. Accumulating over 5 million tweet impressions in the last three months.

The program made its debut with the first payments in July, which encompassed earnings from February onwards and totaled approximately $5 million, as confirmed by CEO Linda Yaccarino. The recent revelation of $20 million in payments indicates that either more creators have joined the program or X’s ads are generating a significant increase in impressions.

Creators now have added incentives to encourage user engagement with their tweets. While fostering discussions and interactions has always been a goal, it’s known from platforms like Facebook that content evoking strong emotions tends to drive higher engagement.

Traditionally, Twitter has not been a platform favored by creators for monetization due to the challenges in converting a following into revenue. In contrast, platforms like YouTube have offered revenue-sharing opportunities for creators in their partner program for over a decade. With X’s new ad revenue-sharing program, creators have a compelling reason to subscribe to X Premium and become more active on the platform, potentially transforming the landscape of content creation on X.

The substantial payouts to X creators signify a shift in the platform’s strategy, aiming to attract and retain content creators, bolster engagement, and ultimately reshape its identity in the competitive landscape of social media.

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