"Musk responded to an X user who argued that the platform should "crank creator payouts way way way way up" and "maybe even more than YouTube" by replying, "Ok, let's do it," and looping in X head of product Nikita Bier. That short reply carried an important qualifier. Musk added that the platform would have to "rigorously" enforce rules against "gaming of the system," a pointed reference to the engagement‑driven ad‑share program that has previously incentivized clickbait and reply‑bait threads."
"When Jimmy Donaldson decided in early 2024 to upload an existing YouTube hit, "$1 vs $100,000,000 Car!," directly to X, he did it as a test: "I was curious how much ad revenue a video on X would make." After about a week, he shared a screenshot showing roughly 156 million impressions, more than 5 million engagements and $263,655 in ad revenue. Then he undercut the headline number himself."
Elon Musk instructed X to raise creator payouts and involved product head Nikita Bier after a user suggested paying more than YouTube. Musk specified that the platform must "rigorously" enforce rules against "gaming of the system," calling out engagement‑driven ad‑share incentives that encouraged clickbait and reply‑bait. Musk acknowledged X is "underpaying and not allocating payment accurately enough" and conceded that "YouTube does a much better job." Jimmy Donaldson (MrBeast) uploaded a YouTube video to X as a test, generating roughly 156 million impressions, over 5 million engagements and $263,655 in ad revenue, while noting advertiser interest likely inflated that result.
Read at Centre Daily Times
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