Twitter is So Worried About Threads That It's Paying Creators 10s of Thousands of Dollars to Stay

Twitter finally launched its revenue-sharing program intended for the platform’s creators with large audiences.

The move came about a week after Mark Zuckerberg’s Meta launched its new Twitter-like platform, Threads, though the program was announced months ago.

Twitter Makes its First Round of Payments to Creators

Given the massive and rapid rise of the platform, Elon Musk started taking steps to ensure that Twitter’s major creators would stay on the platform.

One creator already claimed that they netted over $100,000. Another creator, journalist Brian Krassenstein, reported receiving nearly $25k. Krassenstein isn’t even one of the most followed accounts on the platform. He has about 517k followers but he drives a ton of comments and views.

Similar reports started coming in from most major creators. SK, who has 230,000 followers, claims to have earned $2,236 so far, while Benny Johnson, a political commentator with 1.7 million followers, said he received $9,546.

Meanwhile, one of Twitter’s largest meme pages, Internet Hall of Fame, supposedly earned as much as $107,274.

Elon Musk explained that the first payouts would be cumulative from when the program was first announced in February of this year.

In order to be eligible for payments, users must be subscribed to Twitter Blue and own a Stripe account, which is where the payments are being directed to. Furthermore, users must have over 5 million tweet impressions per month in the last 3 months.

The requirements for getting payments are quite high, but for larger creators, they do not represent too big of an obstacle. Musk said that the first block of payments for creators would include a total of $5 million.

Twitter contacted select creators via email yesterday, July 13th. It notified them that eligible creators would receive their share of ad revenue over the course of the next three days.

Twitter Fights to Stay Relevant as Threads Take Over the Market

For now, it remains unclear how Twitter calculated the payouts and how the revenue was split. However, some users have already made an attempt to figure out the platform’s calculations.

Benny Johnson recently shared the platform’s analytics from the last 28 days, revealing that his Twitter impressions reached 433 million for the mentioned time period (and was paid $9,546).

It is also unknown whether Twitter intended to launch payments for creators now or if it decided to speed up the process to become more competitive.

Since Meta launched the Threads app on July 6th, many have started considering it the “Twitter killer.”

Threads attracted over 100 million people in a single week, becoming the fastest-growing app in history. It is easy to sign in, as users only require their Instagram account to become users of Threads.

Meanwhile, Twitter did not react well to the new application. Elon Musk, as well as Twitter’s own legal team, accused Threads of being a copycat platform.

Musk also mentioned that Meta used Twitter’s former employees to learn some of its trade secrets and obtain intellectual property.

It remains to be seen whether Twitter can continue to pay its creators regularly, especially since it was recently sued for over $500 million of unpaid severance checks to employees who lost their jobs after Musk took over the platform.

The move was planned in advance but may have been expedited to try to keep users from moving from Twitter to Threads.

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