In a significant move to lure content creators to its revamped platform, the company formerly known as Twitter, now known as “X,” has reportedly paid out nearly $20 million to creators. This financial incentive is part of X’s strategy to revitalize its user base and make the platform more appealing to content creators.
According to a recent announcement by X CEO Linda Yaccarino, the platform initiated payments to creators back in July. Creators are eligible to receive a share of the advertising revenue generated from ads displayed in replies to their posts when interacting with other verified users. To qualify for this program, users must subscribe to X Premium (formerly known as Twitter Blue), have a follower count exceeding 500, and accumulate over 5 million tweet impressions over the last three months.
The first round of payments in July, which encompassed earnings dating back to February, amounted to approximately $5 million, as confirmed by owner Elon Musk. The fact that X has now disbursed nearly $20 million suggests a significant increase in the number of creators participating in the program or a notable rise in impressions generated by X’s advertisements.
In a bid to further incentivize creators, X is encouraging them to engage with their audience and stimulate conversations. Research from other social media platforms like Facebook has shown that content evoking extreme emotions tends to drive the highest levels of engagement. By promoting interaction and discourse, X aims to foster a more dynamic and engaging user experience.
Twitter, now rebranded as X, has historically lagged behind other platforms when it comes to compensating creators for their content. Platforms like YouTube have offered content creators a share of ad revenue for over a decade, making it a lucrative option for creators seeking to monetize their content. With X’s recent shift towards rewarding creators, it is anticipated that more users will be inclined to subscribe to X Premium and actively engage on the platform.
As X continues its transformation and rebranding efforts, it remains to be seen how these financial incentives will impact user engagement and content creation on the platform. The substantial payouts to creators signal a new era for X, with the potential to redefine its role in the social media landscape.
