It has taken a while to come together, and the entry threshold is steep. But the new creator of Twitter’s ad share payouts are now starting to flow through.
Given the amounts being shared, The delayed rollout strategy of Twitter for the scheme makes a lot of sense.
Let’s take a quick recap here. In February, Twitter owner Elon Musk announced that Twitter would start sharing ad revenue with participating Twitter Blue subscribers as part of its broader creator monetization push.
Here, users got much more detail on the program in June.
Musk announced that Twitter would soon make its first creator payments for ads served in replies to verified users only, with the first block payment set at $5 million.
Furthermore, details outlined the thresholds for qualification for the program this week, with all the participating creators needing to have generated at least 5 million tweet impressions per month for three consecutive months.
It is a lot of tweet impressions that we are talking about. But, there might be a method to achieve all this. The first payouts are being reported by Twitter users today, with some reaching $25k, $30k, and even more in some cases.
These big numbers will spark a lot of interest from top Twitter users, who will now be looking into how they, too, can get a piece of the pie.
It will prompt top tweeters to tweet even more often to boost their potential. But, it is worth noting that the payments were backdated to Musk’s original announcement in February.
So you are looking at five months’ worth of ad revenue share. These are likely higher than the regular payment amounts creators can expect.
It is why Twitter’s approach, which seemed to be due to internal challenges in implementing the program, is quite clever.
Paying out five months of revenue share all at once and restricting these payments to the most engaged users will make all the reported payouts look really good. It will get a lot more people interested in the program.
You can bet that a heap more frequent Tweeters would love to see a payout like that. It will then get them all tweeting even more often in the hopes that they, too, can spark more engagement and get more ads shown in their replies.
It could also be problematic regarding the types of content the program then incentives.
Research has shown that high-arousal emotions, like anger and happiness, are the critical drivers of comments on web posts, with negative emotions driving more virality.
It means that the best way to maximize the number of comments and replies is to post things that make people angry enough to respond.
So in effect, sharing ad revenue based on the number of ads displayed within tweet replies likely incentivizes more argument.
It could be suitable for Twitter, as engagement is beneficial.
But it will not help make the platform a more civil space, nor a trustworthy source, as more users will simply be looking to incite rage with their divisive takes.
Having users post their large payouts is undoubtedly a win for the program, but the current restrictions on participation have amplified this.
On that front, Twitter is also saying it will give more users access to its ad revenue share program soon.
You could get paid too. You need to get verified, and you will need to generate a lot of tweet engagement, whether it is good or bad.
Now it is time to heat those hot takes.
Note for creators:-
At present, you need to have subscriptions altered or modified to access the ad revenue share program. It is being updated shortly to separate the two elements.
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