Twitter is trying something new to boost its stagnating user base: Luring content creators to post on Twitter by giving them an easy way to earn money from their videos.
Creators who publish videos on Twitter will get about 70 percent of the ad revenue, according to a source close to the situation. That's better than YouTube and Facebook's revenue share with creators, which is closer to a 50-50 split.
Normally accessible only to companies, Twitter's Amplify Publisher program is now available to individual content creators. Once they're approved by the company (after a quick application process) they can check a box to elect to have pre-roll ads run against their video.
This is part of a larger push Twitter is making to make its platform appealing to content creators. It's offering a new media library for creators with videos, GIFs and images, enabling tweet scheduling and planning, and providing more tools for managing multiple accounts. And in an expansion of the Twitter Engage app launched in June, now content creators can manage their videos — and the money they're making from them — on the desktop as well as on mobile.
Who exactly is the target audience? Twitter points to the 35,000-plus content creators who are part of Niche — the start-up it bought last year that connects influencers on Vine and other platforms with brands.