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Twitter Kicks off Ad Revenue Sharing Globally

Twitter Kicks off Ad Revenue Sharing Globally

Sarah Hardacre
Twitter has opened a program to share ad revenue with content creators. The program is open for Blue subscribers and verified organizations that have at least 500 followers and 15 million impressions in the last three months. The program is available in 115 countries.

Twitter, now rebranded as X, started giving payouts in July, with some users saying they have received thousands of dollars. X says “this is part of our effort to help people earn a living directly on X.”

Eligible users will be able to apply for Creator Subscriptions and Ads Revenue Sharing directly from their account in the Monetization settings. They must also adhere to the Creator Monetization Standards and X Rules as well as agree to the Ads Revenue Share Terms.

The revenue is dependent on “ads served in the replies” to the user’s posts. A user can access their revenue share once they have reached the minimum threshold of $50.

Given this scheme, content creator behavior may change to encourage users to reply to tweets, whether those responses are positive or negative. More activity will lead to increased ad sharing revenue.

That being said, X has already identified certain topics that cannot be monetized, such as sexual content, violence, criminal behaviors, gambling or drugs and alcohol.

The exact calculation of revenue is not clearly documented, although X stresses that “payouts are not directly based on how many views (impressions) a tweet gets” but rather with “how many ads are seen by Verified (Twitter Blue) users in the replies.” Based on their payout and their X usage, one user estimated that they were receiving roughly $8.50 per million impressions.

Within its Ads Revenue Share terms, X says that it “reserve(s) the right at any time to modify how our payment calculation is structured, including, for example, adding or removing revenue types, for any reason, including business, financial, or legal reasons.”

The new program may be a way to encourage content creators to stay on the X platform and stave off competition, particularly as Meta launched Threads in early July and had 100 million users within the first five days.

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