Twitter’s Monetary Shot at Attracting Content Creators

Twitter announced recently that it will begin offering shared revenue for online creators through video content.

It’s no surprise, in this day and age, that some people make a living off creating online content. Over the course of the past few years, social media has garnered a strong following for many of its users, resulting in massive views of their profiles. With millions of visitors, these page owners have found ways to harness this traffic flow, and turn it into monetary achievements. YouTube, for example, has been crafting ads and paying creators based on the type, whether it is pre-roll (before the video), in-display (which appear in the suggested video area), in-search (which shows up in the search results), and several others that force users to watch for a certain amount of time. While creators generally get a decent percentage of the revenue produced from these ads, Twitter is offering much more than any other site.

Over the past few months, while seeing an increase in users, Twitter has seen a decline in the amount of patronage revenue it has received, acquiring less than their competition. Even more so, Twitter sees less content being originally created than any other site, perhaps because there is little room for its conception. In an effort to combat these claims, Twitter has announced that they are offering creators a strong percentage of income generated from video specific content, with determination to compete with YouTube and Facebook.

Available only to large companies until now, Twitter’s Amplify Publisher Program will allow individual content creators the chance to monetarily gain from these videos. On their blog, Twitter announced “The Amplify Publisher Program provides approved creators in the US with the ability to monetize their videos, which is as simple as “checking a box” prior to Tweeting. Pre-roll ads will then run against the content and a portion of the ad revenue is then shared back with creator.” At an estimated 70% revenue gain, creators can see a much higher paycheck than Facebook’s and YouTube’s 50%. With the ability to opt in or out with the simple click of a button, creators have complete say in which videos offer this monetary value.

In 2015, Twitter teamed up with Niche, “the creator-first platform that provides creators with the ability to grow, understand, and monetize their social presence across all networks,” to engage creators and viewers with high quality branded content. Upgrading engagement has been Twitter’s main focus through this fiscal quarter, after seeing a steady decline in its first two. Via new apps such as Twitter Engage and Media Studio, Twitter announced “product upgrades that will make publishing and monetizing on Twitter as effortless as sending a Tweet. Creators can now upload, manage and publish media more efficiently and effectively than ever before across both Desktop and Mobile.”

While Twitter struggles to maintain its monetary value against its competition, this new revenue stream seems to be the key in combating their downfall, leading to a slow, but steadily increasing income. Creators can now apply through for desktop users, or through the Twitter Engage app on mobile devices.

Share on FacebookTweet about this on TwitterShare on RedditShare on TumblrEmail this to someonePrint this page

Thomas DeVito

Thomas, who studied English at SUNY Oswego, is an aspiring screenwriter and a Contributing Writer Intern for the Monologue Blogger. When not typing away at his computer, he can be found watching the latest films, or reading the newest bestseller. Unfortunately, he is unrelated to Danny DeVito.