On Thursday, Twitter announced that it will begin sharing a portion of its advertising revenue with selected content creators on the platform, marking a strategic effort to enhance creator engagement.
To qualify for this revenue-sharing program, creators must be verified users who have garnered at least 5 million impressions on their posts over the last three months. Additionally, they will need to have an active Stripe payment account to receive their earnings.
This initiative is part of Twitter’s broader plan to attract more content creators. Earlier this year, the platform introduced a paid subscription model, allowing users to monetize their content directly.
Elon Musk, who acquired Twitter in October of the previous year, has stated that the platform intends to transfer the entire subscription revenue directly to creators during the first year, minus any associated payment gateway fees.
This move to allocate advertising revenue comes shortly after Meta Platforms, led by Mark Zuckerberg, launched the Threads app, positioning it as a direct competitor to Twitter. Threads managed to amass over 100 million sign-ups within just five days of its release. In response, Twitter has threatened legal action against Meta, alleging that it recruited former Twitter employees who had access to sensitive trade secrets.
Recently, Twitter also imposed a temporary cap on the daily limit of tweets visible to users, a measure that has faced criticism and could hinder the platform’s ability to attract advertising partners. This limit was ostensibly introduced to combat issues related to excessive data scraping and the manipulation of the system. This change is one of several implemented under Musk’s ownership, amid a backdrop of declining advertiser confidence over the company’s content moderation policies, which is impacting its revenue stream.
© Thomson Reuters 2023
