How X is trying to win over influential people
As for Twitter, the social media company has struggled to find its dominant niche. While YouTube had pranksters and beauty gurus, and Instagram had fashionistas and travel bloggers, Twitter had irascible journalists, political incendiaries and niche humor. Before Mr. Musk took over, the company worked in a variety of ways to attract creators. It provided funding for aspiring podcasters to create shows on its audio discussion feature, Spaces, and appealed to digital artists during the 2022 NFT boom.
“We are all in a war for people's time,” Mr. Weitz said.
Some of the creators X hopes to lure are skeptical about the potential earnings. YouTuber Jimmy Donaldson, known as MrBeast, said in December that sharing his videos on X was unlikely to generate enough income to finance his production. “My videos cost millions to make, and even if they got a billion views on X, it wouldn't make a fraction of that,” he said. said in a post,
But this month, Mr Donaldson decided to experiment, sharing one of his old YouTube videos on X. The post was viewed 169 million times and earned him $263,655. “It's a bit pretentious,” he said. in a post, “Advertisers saw the attention I was getting and bought ads on my videos (I think) and thus my revenue per view is probably higher than you experience.”
Because its paid partnerships with creators are new and relatively untested, Intend to share.
“Our feeling was that this was a great bet. Do we have a guarantee or anything like that? No, we don't do that,'' said Peter Miceli, chief executive of Range Media Partners, which represents Mr. Rome, the sports radio host. “They know they have to perform well for the artists, otherwise it won't work.”
ryan mack Contributed reporting from Los Angeles.