Elon Musk, the owner of Twitter since October, is set to introduce a new initiative. Verified content creators will be compensated for ads in their replies. Musk announced the feature on Friday, along with an initial payment block of approximately $5 million.
Only verified creators will be eligible for the program. Ads served to verified users will be accounted for. This move comes as Twitter faces challenges in retaining advertisers, especially after employee layoffs.
The announcement coincides with Twitter’s appointment of Linda Yaccarino as CEO. Yaccarino, an advertising industry veteran from NBCUniversal, is expected to bring her expertise to lead the platform’s advertising endeavors.
In March, Musk shared his vision for Twitter, aiming to increase revenue by incorporating more relevant and timely advertisements. He believes the platform currently generates 5 to 6 cents per hour of user attention, which could potentially increase to 15 cents or higher.
The compensation program for verified content creators incentivizes engaging and high-quality content, creating additional revenue streams for the platform and creators. It aims to enhance the user experience with a diverse and targeted ad ecosystem.
Twitter’s introduction of paid ads in replies marks a significant step in attracting and retaining advertisers, strengthening revenue streams, and cultivating a thriving creator community.