Inside Twitter’s new revenue sharing initiative for creators

Jul 14, 2023, 6:30 PM UTC
3 mins read
Inside Twitter's new revenue sharing initiative for creators
(Photo by ilgmyzin on Unsplash)

Twitter has made a significant move in its ongoing battle with rival platform Threads by launching its long-awaited revenue sharing program for creators. This program aims to financially compensate creators with large audiences on the platform, providing them with an incentive to continue producing engaging content. In a surprising twist, one creator has already claimed to have earned over $100,000 through this program, signaling a promising start for Twitter’s endeavor.

While the exact calculations and revenue distribution methods employed by Twitter remain undisclosed, conservative commentator and YouTuber Benny Johnson revealed that he received a payment of nearly $10,000. Johnson substantiated his eligibility by sharing his Twitter analytics for the past 28 days, demonstrating an impressive 433 million impressions within that period. Such figures align with the eligibility criteria set forth by Twitter for participation in the revenue sharing program.

This recent development comes at a challenging time for Twitter, as it faces increasing competition from Meta’s Threads app, which many perceive as a formidable threat to Twitter’s dominance. Threads recently surpassed the milestone of 100 million users, earning itself the distinction of being the fastest-growing app in history. Its success can be attributed, in part, to the platform’s seamless sign-up process that allows users to utilize their existing Instagram accounts. In response to this upsurge, Twitter’s legal team has characterized Threads as a “copycat” of the platform owned by Elon Musk and has issued warnings of potential legal action against Meta, citing alleged misuse of Twitter’s “trade secrets and other intellectual property.”

The introduction of the revenue sharing program marks an important step for Twitter, particularly in light of its struggles in the advertising realm. The platform reported a significant decline in U.S. advertising sales, with figures dropping by 59% to $88 million in April compared to the same month in the previous year. This decline underscores the urgency for Twitter to explore alternative revenue streams and enhance its appeal to both creators and advertisers.

As Twitter endeavors to maintain its position in the ever-evolving social media landscape, the implementation of a revenue sharing program is a strategic move. By incentivizing creators and offering financial compensation for their contributions, Twitter aims to cultivate a thriving ecosystem of engaging content, attracting and retaining both users and advertisers alike. The early success stories of creators receiving substantial payouts from the program are likely to fuel interest among other influential individuals, spurring them to actively participate and leverage their large audiences for financial gain.

Although Twitter’s revenue sharing program is still in its infancy, the initial results appear promising. The platform’s willingness to embrace creators as key stakeholders demonstrates a proactive approach in the face of intensifying competition. However, Twitter must continue refining and expanding upon this initiative to ensure its long-term viability and attractiveness to creators and advertisers. Moreover, the legal battle with Meta over Threads further underscores the importance of innovation and differentiation for Twitter’s continued success.

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