X Plans to Expand Its Amplify Program to Creators to Help Them Monetize Video Content

X

X is set to expand its Amplify program to include more creators, building on the success of a pilot program with MrBeast, who earned over $250,000 in ad revenue after uploading a video. The program is currently limited to select publishers who can monetize their videos through pre-roll ads.

Why It Matters: X is hoping to attract creators, including those who prioritize video content, with its latest creator monetization experiment. While this offers another earning avenue for creators, it’s challenging to believe it will be sustainable, given previous efforts. Beyond inconsistent payouts and a lack of transparency, X’s ad business also continues to struggle, meaning there isn’t a substantial amount of ad revenue to share with creators overall.

Once the program is available to more creators, expect some to seize the opportunity to see what type of revenue they can generate. However, it's likely that some will be disappointed, as has become typical with X’s efforts over time.

As seen with other platforms, incentivizing creators to share a certain type of content can lead to an uptick, so at least this can aid X in becoming a “video-first platform” as it laid out earlier this year. Other efforts around video include a dedicated video tab and future options for turning on video for Spaces.