Elon Musk’s Twitter will start paying creators for ads
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The owner of Twitter and tech billionaire, Elon Musk, is set to introduce a new rule that will compensate verified content creators on Twitter for ads in their replies.
On Friday, Elon Musk announced the upcoming feature. He
revealed that the initial payment block would be approximately $5 million.
Under the new initiative, only verified creators on Twitter will be eligible
for this program.
One of the richest men in the world wrote on Twitter, “In a
few weeks, X/Twitter will start paying creators for ads served in their
replies. The first block payment totals $5 million. Note, the creator must be
verified and only ads served to verified users count.”
The move comes as the micro-blogging site Twitter struggles
to retain advertisers, owing in part to concerns about ad placement following
the company's major layoffs of staff. This news comes on the heels of the
recent selection of Linda Yaccarino as the new CEO of Twitter. Yaccarino, an
NBCUniversal advertising industry veteran, is expected to offer vast expertise
to the social media platform's advertising initiatives.
Last month, Elon Musk presented his Twitter vision, claiming
that the messaging service made 5 to 6 cents per hour of user attention. He
believed that by including more relevant and timely ads, this figure may rise
to 15 cents or perhaps higher.
Since billionaire Elon Musk purchased Twitter in October,
the micro-blogging site has struggled to retain advertisers, who have shown
concerns over ad placement after the social media company laid off hundreds of
staff, including senior leaders.
Currently, Elon Musk is looking to Yaccarino to repair the
social media company's relationship with brands, which has suffered because of
his acquisition and reversal of the site's content regulations. Reportedly, the
introduction of paid ads in replies is a significant step to repair the image
of Twitter.
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