I’m still having trouble with the math, and how X is going to make this all work. But today, Elon and Co. have announced a significant update to their creator ads revenue share plan, with the requirements for entry to the program now being reduced to enable more creators to earn money from their posts in the app.
the qualifications for X’s ad revenue share program are now:
Be a X Premium or Verification for Organizations subscriber
Have 5 million post impressions over the last three months (down from 15 million in the program launch)
Have 500 followers in the app
The total impressions aspect is the largest barrier of entry, as few users actually met the initial 15 million mark.
In the first version of the program, it was actually 5 million+ per month, but X has just revised this down to 15 million cumulative impressions over the prior three-month period. That encompasses those who do drive a lot of engagement, but may have had a down month out of the three, but now, it's been cut by two-thirds anyway, which will make a heap more X creators eligible for payouts from the app.
Of course, lower total impressions also mean fewer ad impressions as well, and thus lower revenue share payouts. As such, the newly qualified entrants are unlikely to see the tens of thousands of dollars that some have received in the initial payments.
But being paid to post in the app at all is gravy, and if this offsets the expense of your X Premium subscription, all else is gravy, as the kids say (I don't know, I saw it in a movie).
Though good luck trying to work out the process behind the program, and how much you can reliably expect to receive as a result.
At present, X’s creator ad revenue program only factors in ad impressions shown to verified users within the reply threads of posts. Around 0.05% of X users have subscribed to X Premium (formerly X Blue, formerly Twitter Blue), so there’s only a finite amount of ad exposure up for grabs, while X is also still trying to win back more advertisers, after seeing a 50% reduction in overall ad spend since Elon took over.
So little exposure potential, and so few ads. The expanded risk here is that a lot more users will now be posting a lot more comment-baiting posts to tap into this stream of ad revenue, which could eventually see the payment amounts reduce considerably, especially for the big winners in the initial payouts.
It could also see X get filled with more angry posts, in order to trigger more response. Anger and joy are the emotions most likely to prompt a user to respond online, so the program essentially incentivizes people to post divisive takes to prod them into action.
That's probably not ideal for overall engagement, especially considering the noted shift, in recent times, away from divisive content in social feeds.
There is the other kind of posting that'll see more comments?
While the program was designed to induce engagement, the risk is that it's loading X with more low-quality junk, and the risk that you have to cater to X Premium subscribers specifically, who are largely, in great part, Elon Stans, also motivates creators to post about key topics of interest, meaning Tesla, politics, free speech, vaccines, etc.
But actually, you have no means of knowing what kind of payout you are going to get because you cannot rely on impressions only, as only verified users count, and without that, there is virtually no way to break it down manually so that you can see how many ads are shown in your replies to verified users.
So you're going to have to trust X to pay you the right amount, and that amount looks set to fluctuate a lot, now that a heap more users are eligible.
Maybe, in six months' time, you'll be able to get a better idea of the kinds of payouts you can expect, and the X team has also vowed to share more analytics in future.
But at this stage, it's just sign-up and hope for the best.
If it's sustainable, it could be a huge move for Elon and Co. in terms of encouraging more and more creators to continue posting in the app-but we really cannot say how sustainable it is because we don't have the oversight.
Maybe, perhaps if X picks up more advertisers that will support the program as it grows, but if it doesn't seem like a lot of people are going to end up very disappointed at some stage, which could spark a bigger backlash.
As I wrote recently in this blog, it's either an incredible opportunity and a step forward for the app, or it's a short-term publicity stunt to increase creators posting, that will eventually fail as payouts dwindle with time.
And now, it's going to get even bigger, which is either way better or way worse for X.