Twitter has begun sharing ad revenue with creators. In February, Elon Musk announced the feature and mentioned that only Twitter Blue Subscribers will be eligible for the program. The company says it is rolling out the Creators Ads Revenue Sharing program “more broadly later this month,” and all eligible creators can send in their applications.
The feature is coming as Twitter faces serious competition from Meta’s text-based app, Threads. Threads has surpassed 100 million users in its first five days of launch, making it the fastest app to achieve the feat.
Some users have started getting paid already. A journalist was paid over $24,000, while YouTuber Benny Johnson received a first check of $10,000. A lot more other users are sharing screenshots of being paid as well. Reacting to the payouts, Musk tweeted that “revenue payout to content creators will be cumulative from when I first promised to do so in February.” On the timing of the launch being a response to Instagram’s Threads, Musk replied to another user who got paid that “this is not in response to competitors. I announced we would do this in February. Sorry it took so long to roll out. It is only right that content creators are rewarded for their contributions.”
To be eligible for the program, creators must be subscribed to Twitter Blue or Verified Organisations, have at least 5M impressions on posts in the last three months, and pass the human review for the Creator Monetisation Standard. Once approved, creators will need a Stripe account to get paid and adhere to Twitter’s Creator Subscription policies. The company says it is working on launching an application process for the program.
Sharing ad revenue with creators is an interesting move from Twitter, considering the cost-cutting measures the company has undergone since Musk took over. The company is working hard to entice advertisers again and recently appointed former NBCU ad executive Linda Yaccarino as its new CEO.