How Does X (Formerly Twitter) Monetization Works?

Introduction.

Since Elon Musk’s takeover and its rebranding from Twitter to X, the platform has gone through a ton of changes.

One of the more significant transformations has been how users, especially content creators, can make money on the platform.

If you’ve been wondering how X’s monetization system works or whether it’s worth pursuing, you’re in the right place. Let’s break it down in a way that feels approachable and transparent.

Understanding X’s Monetization Approach

After rebranding as X, the company rolled out a monetization program designed to reward creators for engagement, similar to how platforms like YouTube or TikTok support creators.

The idea is straightforward: If you’re someone who consistently creates content that resonates with an audience, X offers ways to make money. But it’s a bit more nuanced than just posting and waiting for the cash to roll in.

Here are the key ways X enables users to earn:

1. Ad Revenue Sharing.

This is one of the bigger shifts that came after Elon Musk’s acquisition. X introduced ad revenue sharing in July 2023, where creators can earn a cut from the ads shown in replies to their posts. For this, though, you’ll need to meet specific criteria:

• Have at least 500 followers.
• Be subscribed to X Premium (formerly Twitter Blue).
• Generate at least 5 million post impressions over 3 months.

Once you’re in, X lets you earn a share of the ad revenue that’s generated from replies to your posts.

It’s a bit like YouTube’s partner program, where you’re compensated based on ad views, but in X’s case, it’s about the interactions under your tweets.

2. Subscriptions.

X also offers a subscription model where users can charge followers for access to exclusive content. Think of it like Patreon, but built into the platform itself.

As a creator, you can set a monthly fee for exclusive tweets, early content, or even direct interactions.

You can charge $2.99, $4.99, or $9.99 a month, with X taking a percentage of the earnings (though they’ve promised not to take any cut for the first 12 months of a creator’s monetization).

3. Tips.

X has integrated tipping features, where followers can directly send you money through payment services like CashApp, PayPal, or Venmo.

This is more casual, and often used by fans who want to support your work without subscribing for monthly content.

How Does X Compare to Other Platforms?

If you’re familiar with other social media monetization systems, X’s approach might feel similar but also a bit behind the curve.

Platforms like YouTube or Instagram have had monetization in place for years, and their ecosystems are more mature.

That said, X is catching up, with its ad revenue-sharing program being one of the more competitive offerings, especially for those who can generate high engagement through text-based content.

Monetization Opportunities Breakdown:

Pros and Cons of Monetizing on X

Pros:

• Relatively Low Barrier to Entry: Compared to platforms like YouTube, where the monetization requirements are much higher, X allows users with as few as 500 followers to get in on ad revenue sharing.
• Text-First Approach: If you’re more comfortable with text than video or images, X provides a unique space for you to build and monetize an audience. Other platforms heavily prioritize visual content, which might not be everyone’s strength.
• Multiple Revenue Streams: With options like subscriptions, tips, and ad revenue, X allows for different monetization strategies depending on your content style.
• Potential for High Engagement: X has long been known for its real-time interaction. If you can consistently post viral or highly engaging tweets, the reach can be enormous.

Cons:

• High Impressions Requirement: The requirement of 5 million impressions over three months can be tough for smaller creators to achieve. It’s not just about follower count—posts need to go viral or consistently get a lot of attention.
• X Premium is a Must: If you’re not willing to pay for X Premium (which starts at $8 per month), you’re essentially locked out of the ad revenue-sharing program. This can feel like a bit of a gatekeeping mechanism for users who don’t want to pay for a subscription themselves.
• Ad Revenue is Tied to Replies: While X’s ad revenue program is promising, it’s based on ads shown in replies to your posts. If you post a lot of content that doesn’t generate tons of replies, this revenue stream might be limited.
• Tipping Isn’t as Widely Used: Unlike platforms like Twitch where tipping is central to user engagement, tipping on X hasn’t quite taken off in the same way. You might not see much income from this unless you have a super dedicated fanbase.

Is X Monetization Worth It?

For creators looking for another revenue stream, especially those who can build and engage with a dedicated audience, X’s monetization tools offer real potential.

It’s particularly suited for writers, journalists, or text-heavy content creators who may not thrive on video-first platforms like YouTube or TikTok.

However, the 5 million impression requirement and the need for X Premium may limit accessibility for some.

In the end, X is playing catch-up to more established platforms when it comes to monetization, but for the right type of creator, it could be a good fit.

So, the real question is: Is X’s monetization model appealing enough for you to consider paying for X Premium and committing to growing your audience?