Twitter to begin splitting ad revenue with creators who are subscribed to Twitter Blue
Platform is following in footsteps of competitors, which have long compensated independent creators for the ad revenue they attract.
Twitter will begin sharing ad revenues with creators on the platform / Adobe Stock
Billionaire Tesla CEO and divisive Twitter owner Elon Musk tweeted that, beginning today, the platform will split ad revenue with creators whose content features ad placements in post reply threads.
However, there’s a catch: to be eligible, creators must be subscribed to Twitter Blue Verified, the platform’s controversial new service. Twitter Blue Verified grants any account a coveted blue verification checkmark at $8 or $11 a month, respectively depending on whether it’s paid directly via Twitter or through Apple’s App Store or Google Play. The service promises not only a ‘Verified’ checkmark but also algorithmic preference in user feeds.
While Musk has promised to share ad revenues with subscribed users – a move that mirrors similar creator incentivization programs run by YouTube, Instagram and TikTok – details remain unclear. Twitter’s support pages do not yet outline how the program works, what percentage of ad revenues will go to creators and if there are additional user requirements.
The development isn’t entirely unexpected. Musk – who announced in December that he’s planning to step down as Twitter’s CEO once he finds a suitable successor (following two months of tumult) – has been harping on about creator programs for some time. He mentioned revenue stream development for content creators in at least two tweets in November and teased the rollout of the new revenue-sharing program in a tweet Wednesday, writing, “We’re also reviewing ad rev share for ads in a creator’s tweet replies – create an interesting thread and get paid for it!”
As it stands, Twitter users have a couple of other options for monetizing their content on the platform. The Super Follow feature, for example, allows fans to pay a monthly fee to access exclusive, subscriber-only content from their favorite creators. Meanwhile, Twitter’s Tips tool enables creators to link select third-party payment platforms to their profiles, encouraging followers to support their work directly. The new revenue-splitting program will be the first of its kind for the bird app.
In any case, it’s a good time to be investing in independent creators. Research conducted by creator talent platform Influencers Club finds that, as of 2022, the creator economy is estimated to be worth $104.2bn – more than double its total value in 2019.
At the time of publishing, Twitter has not responded to requests for comment.
For more, sign up for The Drum’s daily US newsletter here.