Twitter recently announced new monetization options for users who post video content on the platform. Earlier in the year, Twitter gave shareholders a dismal report which showed the smallest growth since the company went public. Bringing more video content to the platform seems to be the main strategy to turn the company's fortunes around. Twitter's main video focus so far has been to negotiate deals with large partners in order to bring live streams of sporting events and political conventions to the platform. This latest change is aimed at encouraging smaller creators to post content on the platform.
Enabling monetization is said to be as easy as checking a box before posting a tweet. Users can either monetize videos on an individual basis, or automatically monetize all videos. If monetization is enabled, an advertisement will be shown to viewers before the video plays. The post claims that Twitter has an "industry leading revenue share model," but the post does not actually state what percentage of the ad revenue will be given to the creators. Reuters reports that Twitter will give content creators 70% of the generated ad revenue, which is higher than the 55% YouTube pays to its content creators.
Twitter also has two apps available for download, one for desktop and the other for mobile devices, which give content creators additional tools. Some of these tools include: a unified media library, tweet scheduling and planning, support for multiple accounts, and improvements in upload performance.
So far, monetization is only available for users in the US. If it does bring top quality video content to the platform, it will likely be introduced in other countries as well. The post also states that only "approved" content creators will have access to monetization, but it doesn't offer any details on the approval process or whether approval might be taken away based on behavior.
Will this new monetization option improve Twitter's revenue? Leave your comments below.