Deep Dives

Twitter begins sharing ad revenue with creators

July 14, 2023
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The social media giant Twitter is starting to share its ad revenue with select high-impact creators and is also introducing new strategies to attract advertisers back to its platform. Elon Musk's acquisition of Twitter and the appointment of a new CEO, Linda Yaccarino, signal notable changes for the company, including a focus on creator monetization and strategic collaborations.

Revenue Sharing with Content Creators: Twitter has decided to distribute part of its ad revenue.
  • Only verified users with at least 5 million impressions on their posts over the past three months and a Stripe payment account will qualify for this revenue sharing.
  • This is part of Twitter's recent efforts to attract more content creators, including offering users the opportunity to provide paid subscriptions to their content.

  • Twitter's Commitment to Creators: Elon Musk, who bought Twitter last year, has expressed the company's commitment to creator monetization.
  • Musk revealed that, in the first year, all subscription revenue will go to the creators, apart from the payment gateway charges.
  • This approach demonstrates Twitter's dedication to supporting content creators by ensuring they get the most out of the platform's revenue opportunities.

  • New Strategies to Attract Advertisers: Twitter's new CEO, Linda Yaccarino, is implementing several strategies to regain advertisers that left during Musk's tenure.
  • Some of these strategies include the launch of a video ad service, the recruitment of more celebrities to the platform, and an expansion of the workforce.
  • Yaccarino, who took over as CEO on June 5, plans to introduce video ads that display full-screen with sound as users scroll through the platform's newly added short-video feed.

  • Potential Collaboration with Google: Linda Yaccarino is reportedly discussing a wider partnership with Google.
  • This collaboration would encompass advertising initiatives and grant Google access to certain Twitter data.
  • Such a partnership could further broaden Twitter's advertising reach and capabilities.
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