X, the platform formerly known as Twitter, owned by Elon Musk, has announced reduced requirements for creators to qualify for its ad revenue-sharing program. The change opens monetization to more users.
Lower Impression and Payout Minimums Widen Access
After launching its ad revenue-sharing model in 2022, X quickly moved to reduce the thresholds for payout eligibility. The minimum number of impressions in 3 months drops from 15 million to just 5 million.
The $50 minimum payout has also been cut to only $10. This significantly expands the pool of creators who can start earning from their content. Only verified accounts will count towards the 5 million impression minimum.
The lowered barriers aim to provide more monetization opportunities and incentivize creators to utilize the platform. More users stand to profit from the ad revenues their posts and videos generate.
Early Data Exceeds Expectations Despite Delays
In the initial weeks after launch, interest in the revenue-sharing program has surpassed X’s projections. Some creators have already shared screenshots of payouts from the first cycle.
However, X acknowledges delays in issuing all payments due to high demand. With thresholds now reduced, volume is likely to grow further. But X aims to streamline the process to support better creators going forward.
Part of Musk’s Push to Court Creators and Advertisers
The ad revenue-sharing model and its rapid expansion align with Elon Musk’s plan to court creators and advertisers in a highly competitive social media market.
After acquisition hurdles like lawsuits and resignations, Musk is navigating issues from outages to exposed Circle tweets. Smoothing monetization and improving incentives for creators is one way to strengthen X’s value proposition.
Lowering the barriers to entry serves as a strategic olive branch to users providing the content that makes the platform compelling. X aims to empower creators to profit directly from their content contributions.