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Elon Musk played a gambit when he resolved to turn the X social media platform into a creator’s paradise, hoping to use a growing pool of quality content creators as the proverbial honeypot to retain and expand X’s user base. Of course, to attract content creators, you need big bucks. And judging from MrBeast’s latest payout, X is certainly enabling the requisite massive windfall.
X’s ad revenue-sharing program for content creators currently has just three requirements:
- Subscription to X Premium or association with a verified organization
- At least 5 million organic impressions on cumulative posts within the last 3 months
- At least 500 followers
As one of the highest-grossing content creators in the world, MrBeast certainly qualifies for X’s ad revenue-sharing program. In fact, Time magazine included the famous YouTuber in its list of 100 most influential people in 2023.
MY FIRST X VIDEO MADE OVER $250,000! 😲
But it’s a bit of a facade. Advertisers saw the attention it was getting and bought ads on my video (I think) and thus my revenue per view is prob higher than what you’d experience pic.twitter.com/nViVpZbWBb
— MrBeast (@MrBeast) January 22, 2024
This brings us to the crux of the matter. In a recent X post, MrBeast announced that his first video on the social media platform has earned him $263,655 so far, based on 156 million impressions and over 5 million engagements.
Of course, given MrBeast’s advertiser-dense videos, his revenue per view is likely to be markedly higher than what an average content creator could hope to earn. Nonetheless, this anecdote verifiably demonstrates that X’s revenue-sharing program is doing its job.
We noted in a previous post that X has entered into a partnership with Shopify. The deal would allow Shopify merchants to expand their reach by leveraging the X network.
As per the key metrics shared by Elon Musk in early January, X continues to see relatively healthy user growth. Back in July, the platform could boast of 339 billion Active User Seconds. By early January 2024, this metric has grown to 384.2 billion Active User Seconds, corresponding to a growth of 13 percent in just around 6 months.
This marks a critical turnaround for the embattled social media platform relative to just a few months back when it faced a growing advertiser-led boycott after Elon Musk waded into the controversy surrounding the Gaza war. Additionally, Media Matters showed that some anti-Semitic content was found displayed adjacent to IBM’s adverts on X, prompting big-ticket advertisers to halt their ad spend on the platform.