Twitter will start sharing advertising revenue directly with creators as it continues its efforts to court creatives and make the platform a hub for engaging content.
Elon Musk announced in a tweet that creators who meet its eligibility requirements will start receiving a share of revenue from ads in their reply threads.
One of those requirements is having an active Twitter Blue subscription, which costs £11 per month on iOS and Android.
The new policy went live on Friday (3 February).
Musk’s decision to share ad revenue follows YouTube’s recent launch of a similar scheme for ‘Shorts’ via the Partner Program.
Several other platforms, including TikTok and Instagram, incentivise content creation through monetisation.
Instagram, for example, offers creators a sum of around $1,200 for generating views and engagement with Reels, which are short 15-second clips.
Twitter’s setup is slightly different, as creators will need to be subbed to Twitter Blue to qualify.
There are several other eligibility requirements which include having a display name, photo and phone number linked to an account.
Any changes to these details can lead to a loss of revenue, pending a review by Twitter’s internal team.
Twitter also says accounts cannot “mislead or deceive”, which includes posting spam or trying to farm engagement and follows.
The decision to share revenue certainly is a timely one for Twitter, considering many advertisers have left the platform in recent months.
While there has been speculation that Twitter may struggle as a result, new data shows ad reach actually increased to 556 million users in the year to January 2023.
