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How X is trying to win over influencers| GuyWhoKnowsThings

Like Twitter, the social media company struggled to find its influential niche. While YouTube had pranksters and beauty gurus, and Instagram had fashionistas and travel bloggers, Twitter had cranky journalists, political wars, and niche humor. Before Musk took over, the company dabbled in different ways to attract creators. It provided funding to aspiring podcasters to create shows on its audio discussion feature, Spaces, and appealed to digital artists during the 2022 NFT boom.

“We're all in a war for people's time,” Weitz said.

Some of the creators X hopes to court have been skeptical about the potential profits. Jimmy Donaldson, the YouTuber known as Mrbeast, said in December that sharing his videos on X probably wouldn't earn him enough to finance his productions. “My videos cost millions to make, and even if they got a billion views on X, I wouldn't fund a fraction of that,” he said. said in a post.

But this month, Donaldson decided to experiment and shared one of his old YouTube videos on X. The post racked up 169 million views and earned him $263,655. “It's kind of a facade,” he said. in a post. “Advertisers saw the attention I was getting and bought ads on my video (I think) and therefore my revenue per view is probably higher than what they would experience.”

Because its paid partnerships with creators are new and relatively untested, .

“Our feeling was that it was a great bet. Do we have guarantees or something? No, we don't,” said Peter Micelli, chief executive of Range Media Partners, which represents Rome, the sports radio host. “They know they have to offer benefits to artists, or it won't work.”

ryan mac contributed reporting from Los Angeles.

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