Twitter has unveiled a groundbreaking initiative aimed at recognizing and rewarding content creators on its platform. The newly introduced creator payout program allows influential users to earn a share of the advertising revenue generated from ads served in replies to their posts. This strategic move by the social media giant seeks to incentivize creators to engage with their audience while monetizing their efforts. Under the leadership of owner Elon Musk, Twitter has set aside $5 million for the first round of payouts, which will be cumulative since February.
To qualify for participation in the program, creators must subscribe to Twitter Blue, the platform’s premium subscription service, and have consistently garnered over 5 million tweet impressions per month for the past three months. By focusing on tweet impressions, Twitter aims to reward creators based on their impact and reach, with potential variations in earnings per thousand impressions (CPM) among different users.
Early reports of the program’s payouts have generated considerable interest, with several prominent creators taking to Twitter to share their earnings. Brian Krassenstein, a renowned writer with approximately 750,000 followers, disclosed a substantial payment of $24,305. Similarly, SK, a creator with around 230,000 followers, claimed to have earned $2,236, while political commentator Benny Johnson, boasting 1.7 million followers, reported earnings of $9,546. These figures illustrate the program’s potential for creators across a wide spectrum of audience sizes.
The payouts, calculated based on tweet impressions, have sparked discussions regarding the earning potential for creators. Ashley St. Clair, a writer for Babylon Bee with roughly 710,000 followers, estimated her earnings at $7,153, extrapolated from her calculated 840 million impressions between February and July. This suggests an approximate CPM of $0.0085 or $8.52 per million impressions, although it remains uncertain whether individual CPM rates differ among users.
Twitter’s decision to monetize ads served in tweet replies addresses the challenge faced by platforms like TikTok, which struggle with revenue sharing for short-form video content. By incentivizing users to engage in conversations, Twitter aims to promote meaningful interactions and dialogue. However, it is worth noting that contentious or emotionally charged discussions often drive higher engagement, as observed on platforms like Facebook.
Among the conversations surrounding earning potential, some users have noted a correlation between the number of detractors in a creator’s replies and their potential earnings. Farzad Mesbahi tweeted, “The more haters you have in your replies, the more money you’ll make on Twitter.” Elon Musk humorously responded to the tweet with, “Poetic justice.”
While the creator payout program opens up exciting opportunities, certain content restrictions apply. Twitter’s content monetization standards prohibit the monetization of sexual content, which presents a setback for the platform’s community of sex workers, as Twitter remains one of the few mainstream social platforms where such content is allowed. Furthermore, content related to pyramid schemes, violence, criminal behaviour, gambling, drugs, and alcohol is ineligible for monetization. Attempting to monetize copyrighted content without proper ownership rights is also strictly prohibited.