Introduction
Earlier this month, Twitter, now officially rebranded as X, began sharing ad revenue with verified creators in an effort to retain top talent on its platform. Today, the company announced the expansion of its ‘Ads Revenue Sharing’ program, making it available globally for eligible creators. This program, according to posts by X owner Elon Musk, aims to distribute $5 million in initial payments. Cumulative payments will begin from February onward.
Creator Eligibility Criteria
To be eligible for the new program, X users must subscribe to Blue (formerly Twitter Blue) or Verified Organizations. Additionally, they must have at least 15 million cumulative impressions on their posts within the last three months and at least 500 followers. Creators who meet these requirements will see their ad revenue tied directly to the content they post.
Monetization Strategy
Twitter’s move to monetize ads in replies to creators’ posts is designed to incentivize higher engagement. By encouraging creators to share content that sparks conversations, X aims to increase interactions on its platform. However, this strategy also carries risks, as it may lead to controversial discussions or extreme opinions.
Content Moderation
To ensure a safe environment for both users and creators, Twitter has implemented strict moderation guidelines. Prohibited content includes sexual material, violence, criminal behavior, gambling, drugs, alcohol, and any language deemed disrespectful. Creators whose content violates these policies will be removed from the platform.
Creator Compensation
The ‘Ads Revenue Sharing’ program directly ties payouts to creator performance metrics such as impressions, engagement rates (like likes and retweets), and follower growth. This model is designed to motivate consistent content creation while also rewarding those who generate significant traffic for their audiences.
Executive Support
CEO Linda Yaccarino has praised the new initiative, highlighting its potential to strengthen X’s position in the competitive social media landscape. "We are excited to expand our Creator Program and continue supporting the voices that make X a vibrant platform," she stated. Her remarks underscored the company’s commitment to fostering a thriving ecosystem for content creation.
User Growth Despite Challenges
In recent weeks, Twitter/X has seen steady growth in active users, despite ongoing issues with bot activity and algorithmic changes. The announcement of the creator program coincides with this upward trend, signaling confidence in X’s ability to adapt and evolve. Elon Musk’s tweet about 13 million active users demonstrates the platform’s continued expansion.
Industry Impact
This move by Twitter highlights its growing influence in the creator economy. As more platforms focus on monetization strategies tied to user engagement, X is positioning itself as a key player in this evolving market. The success of its Creator Program will depend heavily on user adoption and retention among verified creators.
Conclusion
Twitter’s expansion of its Creator Program represents a significant step forward for the platform, offering creators greater financial incentives while maintaining strict content standards. With ongoing growth in active user numbers, X appears well-positioned to capitalize on this trend and strengthen its competitive position in the digital space.
