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Twitter Tweaks Requirements for Creator Ad Revenue Share Program

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Twitter Tweaks Requirements for Creator Ad Revenue Share Program

As Twitter continues its transition to X, it’s also evolving its creator ad revenue share program, which recently saw a range of creators get some big first payouts from the platform.

As a reminder, Twitter’s ad revenue share program is available to all Twitter Blue subscribers who are generating significant engagement on the platform.

In its original iteration, the requirement was that creators had to have generated at least 5 million tweet impressions per month, for three consecutive months, in order to qualify, but according to new reports, Twitter’s actually revising this, and a few other elements of the program, to better enable Blue subscribers to earn cash from their tweets.

According to reports, the new requirements for the updated program will be:

  • Account must be subscribed to Twitter Blue and have payouts switched on  
  • Account must have generated 15 million cumulative impressions over the preceding three months

That’ll enable more creators to make it into the program, even if they have a down month in the period, as their cumulative engagement will now be taken into account, as opposed to month-on-month figures.

The minimum monthly payout amount for the program will be $50, and creators will soon no longer have to have Subscriptions turned on to receive payments, though you will have to have payouts activated, and a connected Stripe account.

Also, interestingly, Twitter/X seems to be moving away from its previously stated requirement that ‘content must be original, and not mostly re-posts of other content’.

Twitter owner Elon Musk made a specific statement about this, noting that:

But in more recent iterations of the ad revenue share splash screen, this element has seemingly been removed from the listing of considerations for the program.

That could be because some of the highest-earning accounts do actually re-post a lot of content, while Elon himself is also notorious for re-sharing other people’s memes without credit.

Maybe that softened Twitter’s stance on this element, or maybe they just can’t enforce it, but now this seemingly won’t be as big a consideration as Twitter had initially suggested.

So, to get paid to tweet, you just need 15 million cumulative engagements over three months, and to be subscribed to Twitter Blue. I mean, that’s a lot of engagement, but it could provide another pathway to making money from your Twitter presence.

Though the incentive structure remains problematic.

As an example, a recent trend that’s been getting a lot of attention online is NPC live-streaming, which sees people streaming as a character that responds to stickers posted during the broadcast.

That’s come about because for each sticker that’s submitted, the streamer earns direct revenue, so these creators have worked out how to maximize these stickers as an earnings element, thereby getting them more cash per stream.

Once you put an incentive structure in place (i.e. stickers = money) creators will come up with ways to feed into that specific driver, and Twitter’s creator revenue share program directly incentivizes creators to prompt as many replies as possible, in order to earn money from the ads shown in the reply stream.

Not only that, but only verified ad views count, and many verified Twitter users are politically aligned with Elon Musk’s free speech push at the app.

As such, the best way to prompt maximum replies to your tweets is likely via divisive hot takes, especially on issues that are of particular interest to verified users. So free speech, COVID vaccines, Tesla, political hot-button debates, all of these are likely to drive more response, with the system effectively pushing users to share more content on these specific elements.

Will that improve the user experience? Probably not. I suspect that, over time, non-verified users will be more and more alienated by this push, which could actually open the door for Meta’s Threads app to gain more traction, and become a bigger competitor for the app. Previous research has also shown that, in the majority, most people don’t want angry political discussion to take over their social media experience, which is why Meta’s looking to actively step away from such.

But Twitter/X is moving towards it. Which might not end up being the winning strategy Elon and Co. think, while the engagement thresholds will also lock out many users, and see many that just meet them earning tiny amounts, for a lot of effort.

Providing more ways for creators to make money is undoubtedly a good thing, but it feels like this particular incentivization could end up becoming a problem for Elon and crew.  

But we’ll find out. Twitter’s expected to release its updated ad revenue share requirements shortly.



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TikTok announces $1.5 bn deal to restart Indonesia online shopping business

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TikTok has around a billion montly users and its growth among young people far outstrips its competitors

TikTok has around a billion montly users and its growth among young people far outstrips its competitors – Copyright AFP/File SEBASTIEN BOZON

Chinese-owned short video app TikTok on Monday announced a $1.5 billion investment in GoTo group in a deal that would allow it to restart its online shop in Indonesia, the companies said in a statement.

Under the deal, TikTok Shop will be merged into GoTo’s Tokopedia, and TikTok will have a controlling stake in that entity.

“TikTok has committed to invest over US$1.5 billion in the enlarged entity over time, to provide future funding required by the business, without additional dilution to GoTo,” the Indonesian firm said.

“TikTok, Tokopedia and GoTo will transform Indonesia’s e-commerce sector, creating millions of new job opportunities over the next five years.”

“The strategic partnership will commence with a pilot period carried out in close consultation with and supervision by the relevant regulators,” GoTo said, adding that it expected the deal to close in 2024.

TikTok in October shut down its online shop in Indonesia, one of its biggest markets.

That came days after Southeast Asia’s largest economy banned sales on social media to protect millions of small businesses.

The regulation means social media firms cannot conduct direct transactions but only promote products on their platforms in Indonesia, the first country in the region to act against TikTok’s growing popularity as an e-commerce site.

Indonesia’s e-commerce market is dominated by platforms such as Tokopedia, Shopee and Lazada but TikTok Shop gained a significant market share since launching in 2021.

Indonesia, with 125 million users, is TikTok’s second-largest global market after the United States, according to company figures.

The Indonesian ban came after calls grew for regulation governing social media and e-commerce, with offline sellers seeing their livelihoods threatened by the sale of cheaper products on TikTok Shop and other platforms.

The regulation was yet another setback for TikTok, which has faced intense scrutiny in the United States and other nations in recent months over users’ data security and the company’s alleged ties to the Chinese government.

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TikTok spends $1.5B on Tokopedia JV to get around Jakarta social e-commerce ban

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TikTok spends $1.5B on Tokopedia JV to get around Jakarta social e-commerce ban

Just two months ago, ByteDance-owned TikTok abruptly closed its shopping platform in Indonesia to comply with surprise regulations from the Southeast Asian country’s government. Jakarta ordered social media companies like TikTok and Facebook to stop selling goods on their platforms, demanding a separation of social media and e-commerce services.

TikTok now seems to have found a way to revive its e-commerce dreams in Indonesia by spending billions to start a joint venture with Indonesian tech giant GoTo. On Monday, the two companies announced that TikTok Shop will now be available on GoTo’s Tokopedia platform.

“Tokopedia and TikTok Shop Indonesia’s businesses will be combined under the existing PT Tokopedia entity in which TikTok will take a controlling stake. The shopping features within the TikTok app in Indonesia will be operated and maintained by the enlarged entity,” TikTok said in a statement Monday.

TikTok will invest over $1.5 billion into Tokopedia, taking a 75% stake in the platform. GoTo will remain an ecosystem partner to Tokopedia and receive an “ongoing revenue stream from Tokopedia commensurate with its scale and growth,” but will not be required to continue funding the platform. Further funding from TikTok also won’t reduce GoTo’s remaining 25% stake.

Getting back into the Indonesian ecommerce market will be a win for TikTok. Indonesia, which is the platform’s largest market outside of the U.S., is key to Tiktok’s online shopping aspirations. In June, CEO Shou Zi Chew pledged to “invest billions in Indonesia and Southeast Asia over the next few years.”

ByteDance wants to replicate its Chinese e-commerce successaround the globe. Last year, consumers spent in China 1.41 trillion yuan ($196 billion) on products sold on Douyin, the version of TikTok for the Chinese market, The Information reported in January. ByteDance, through TikTok, is expanding its online shopping services in both Southeast Asia and the U.S. Yet the company is struggling to win over American consumers: The Information reported in August that U.S. shoppers are spending just $4 million a day, equivalent to $1.4 billion over a whole year, on goods sold on the social media platform. (TikTok officially launched TikTok Shop in the U.S. in September, though sellers have complained about a flood of low-quality products on the platform).

Before Indonesia imposed its ban in September, the country’s president, Joko Widodo, complained that social media platforms were threatening local micro-, small- and medium-sized enterprises. Government officials also accused TikTok of engaging in predatory pricing.

GoTo’s deal with TikTok means the Indonesian tech giant is giving up its majority ownership of Tokopedia . Tokopedia started in 2008 and grew to be one of Indonesia’s largest e-commerce platforms. The company merged with ride-hailing startup GoJek in 2021, becoming GoTo Group. The company debuted on Jakarta’s stock exchange in April last year.

Yet the company has struggled to wow investors since then. GoTo has yet to make a profit since becoming a public company. The tech firm reported 2.4 trillion Indonesian rupiah ($147 million) in net losses last quarter, significantly less than the 6.7 trillion rupiah ($428 million) it lost this time last year.

Investors do not appear to be thrilled by the news of GoTo’s TikTok partnership. Shares fell by over 19% by 2:30pm Indonesia time on Monday, erasing gains made late last week as rumors began to build of the new partnership.

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How to Train ChatGPT to Write in Your Brand’s Tone of Voice [Infographic]

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How to Train ChatGPT to Write in Your Brand’s Tone of Voice [Infographic]

Are you looking for ways to improve your ChatGPT output? Want to train it to write in a more unique tone of voice, in order to better suit your branding?

The Creative Marketer shares his ChatGPT prompt tips in this infographic. To enact these, add “Write like [INSERT CHARACTER]” at the start of your ChatGPT instructions.

TCM breaks things down into the following categories:

  • Innocent
  • Sage
  • Explorer
  • Ruler
  • Creator
  • Caregiver
  • Lover
  • Hero
  • Everyman
  • Magician
  • Jester
  • Outlaw

Check out the infographic for more information.

A version of this post was first published on the Red Website Design blog.

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