$20 Million and Counting: A New Era of Creator Payments
In a recent post, Linda Yaccarino, CEO of the rebranded Twitter (now known as X), announced that the platform has paid out nearly $20 million to creators, marking a significant milestone in its effort to incentivize content creation. This development comes after the introduction of X Premium, the revamped version of Twitter Blue, which offers subscribers exclusive features and benefits.
Eligibility Criteria: A Path to Monetization
To be eligible for creator payments, users must meet specific requirements:
- X Premium subscription: Creators need to subscribe to X Premium to receive a share of ad revenue from ads served in replies to their posts.
- Verified status: Users must have more than 500 followers and have earned over 5 million tweet impressions in the last three months.
A Growing Creator Community
The first payments, which were cumulative from February onward, totaled around $5 million. With the total payout now exceeding $20 million, it’s clear that a substantial number of creators have joined the creator program or that X ads are generating more impressions.
Incentivizing Conversation: The Double-Edged Sword
As creators become incentivized to get users to reply to their tweets, there’s a risk that extreme emotions may drive engagement. This is a concern shared by platforms like Facebook, where research has shown that users are more likely to interact with content that elicits strong emotions.
A New Path to Monetization for Creators
Historically, Twitter has been a platform deprioritized by creators due to its difficulty in converting followers into cash. In contrast, platforms like YouTube have offered creators the ability to earn ad revenue for over a decade through their partner program. With X’s creator payments, creators now have a legitimate reason to subscribe to X Premium and start producing content.
X’s Path to Profitability
In a recent interview, CEO Elon Musk claimed that X would be profitable in 2024. The introduction of creator payments is likely a key factor contributing to this projected growth, as it not only provides revenue but also incentivizes creators to produce high-quality content.
The Future of Social Media: A Shift Towards Creator-Centric Platforms
As social media continues to evolve, platforms like X are taking steps towards becoming more creator-centric. By offering fair compensation and incentives for creators, these platforms can attract top talent and drive engagement. With the success of X’s creator payments, it will be interesting to see how other platforms follow suit.
The Intersection of Technology and Culture
Amanda Silberling is a senior writer at TechCrunch covering the intersection of technology and culture. She has written for publications like Polygon, MTV, the Kenyon Review, NPR, and Business Insider. Her expertise lies in exploring the ways technology shapes our lives and communities.
Subscribe to TechCrunch Daily News
Get the latest tech news delivered right to your inbox every weekday and Sunday with TechCrunch Daily News.
