X has unveiled its latest innovation in creator monetization, inspired by the success of YouTube sensation MrBeast. This new feature, dubbed “Creator Targeting,” empowers advertisers to sponsor specific creator content within the app, offering a direct route to engage with their chosen audience.

The concept is straightforward: advertisers gain access to a curated list of premium content creators, allowing them to showcase their ads as pre-rolls on selected creators’ content. This approach not only boosts exposure to targeted audiences but also opens up fresh avenues for expanding reach through popular creator clips.

While details on participating creators remain undisclosed, the emphasis on “premium” inventory suggests that only influencers with substantial followings will be eligible. This initiative extends X’s existing “Amplify” program, originally introduced in 2015 to enable publishers to monetize their video uploads.

As part of its broader “video first platform” strategy, X aims to integrate more video content, attracting high-profile creators and diversifying its video inventory. By incentivizing creators to share their content on the platform, X aims to enhance its entertainment appeal and maximize user engagement.

With exclusive video partnerships and a dedicated video tab in the works, X is positioning itself as a prime destination for content producers, promising lucrative opportunities for creators and advertisers alike.