"In a December exchange flagged by outlets including WatcherGuru, 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."
Elon Musk endorsed increasing X's creator payouts and suggested paying more than YouTube in some cases. He told a user "Ok, let's do it" and involved X head of product Nikita Bier. Musk insisted on "rigorously" enforcing rules against "gaming of the system," pointing to problems with an engagement-driven ad-share program that encouraged clickbait and reply-bait. He admitted X is "underpaying and not allocating payment accurately enough" and said "YouTube does a much better job." Jimmy Donaldson's X upload generated about 156 million impressions, over 5 million engagements, and $263,655 in ad revenue, though advertiser interest likely inflated that result.
Read at Miami Herald
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