It has taken some time, but Twitter’s new creator ad share payouts are starting to flow through. Despite its steep entry threshold, Twitter monetization could finally be viable. Given the amounts shared, Twitter’s delayed strategy starts to make sense. In February, then-Twitter CEO Elon Musk announced that Twitter would start sharing ad revenue with participating Twitter Blue subscribers. All of this was part of its broader monetization push. On that note, Twitter’s 1st ad revenue share payouts look promising, which could propel it forward with higher takeup.

Twitter Hauling

This week, we received more details about Twitter’s threshold outlines for program qualification. Participating creators must have generated at least 5 million Tweet impressions per month for three consecutive months. That’s a lot, even against YouTube standards, but there might be a method to this. Some Twitter users say their 1st ad revenue share payouts are about $25 – $30k, and even more in some cases.

Those are some impressive numbers, which spark a lot more interest from Twitter’s top creators. With these new values circulating, top Tweeters will have more incentive to keep Tweeting to boost their potential. It is worth noting that payments are backdated to Musk’s original announcement in February. That means that the amounts reported are aggregate values over five months. That means these values are likely higher than the regular amounts creators can expect.

Twitter’s approach, through a macro lens, is clever. Cumulatively paying out five months of revenue share to the most engaged users will make them look good. Building a good reputation will draw in more interest in the program. You can expect this to rile up more frequent Twitter users, getting them to post more often. Twitter’s approach is basically waving large amounts of cash to incentivize building higher engagement. It works, but it can also be problematic with the types of content the program incentivizes.

Research shows that high-arousal emotions, like anger and happiness, are major comment drivers. Negative emotions drive more virality, making them the best way to maximize the number of comments and replies. Twitter essentially farmed negative online interactions. In effect, sharing ad revenue based on the number of ads displayed within Tweet replies will likely incentivize more argument. All the potential engagement could benefit Twitter, but also spell a nightmare for its civility. In all honesty, Twitter was never the most positive space in the first place.

The Wrap

Having users post their large payouts is a win for its program. The current restrictions on participation have amplified this. That said, Twitter mentions that it will be giving more users access to the share program soon. Twitter might be your big break; you only need to be verified and have tons of engagement. Among all other platforms with monetized share revenue programs, Twitter potentially has the highest initial ad revenue share payouts.

Sources

https://bit.ly/3PYgR78