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X is Looking to Expand its ‘Amplify’ Video Monetization Program to Creators

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X is Looking to Expand its ‘Amplify’ Video Monetization Program to Creators

Hey, remember how MrBeast re-posted one of his old clips on X and made $260k from ad revenue share in a single week, and every single other X creator, who’s making about $1000 for similar numbers, was like “wtf”?

Well, that’s because X cheated the system, by enrolling MrBeast, a.k.a Jimmy Donaldson, into its Amplify video promotion offering, which no other creator can utilize, because up till now, it’s only been available to selected partner publishers in the app.

X has admitted to this, and it now says that it’s experimenting with MrBeast as an initial partner as part of a planned expansion of the Amplify program.

Which wasn’t something that X openly promoted when it was initially looking to promote the success of Donaldson’s clip.

X creators can currently only monetize their content directly via its ad revenue share program, which provides creators with a percentage of the money taken in based on ads shown in the replies on their posts.

Making $250k in a week via that method would require a lot of replies, and it’s very unlikely that anybody could reach the type of performance required to hit such a high payout.

Which is why X creators were confused by MrBeast making so much, but Donaldson’s actually making additional money from sponsored the pre-roll ads displayed on his clip.

Which, given his popularity and reach, means that many brands were keen to pay up to get their promotions shown on the video.  

So, with the Amplify program set to be expanded to all creators, does that mean that all X users will soon be able to make $250k per week from their video clips?

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Well, not exactly.

X’s Amplify program does have a long list of parameters, which will limit who, exactly can use it. X hasn’t shared the requirements of entry for individual creators into the program, but it looks like X will be hand-picking specific creators to get a share of the ad intake from the initiative.

So it’s unlikely to be available to everyone, while you’re also not going to generate the interest that a big creator like MrBeast does, which will reduce the ad revenue share.

But still, if Donaldson can recreate that performance (he’s re-posted another clip to X this week), you can bet that other big name video creators will be paying attention, and will look to sign up to the program when it is made available to more users.

That could help X build its video eco-system, and get more people watching more content in the app.

So while not everyone will be seeing the types of payouts that Donaldson does, even a portion of that would be significant, and that could be enough to drive more video content through the app.

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The real trick, however, would be in exclusives, and getting creators like MrBeast to abandon YouTube for X, bringing their big audiences with them.

That seems unlikely, but it’ll be interesting to see what sort of performance Donaldson sees over a few X re-posts, and how that impacts broader interest.

And with X also working on a dedicated video tab, that’ll all contribute to its new “video first” approach.



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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