Arabella Asis Tech 02.12.2024 19:Feb PM EST

X Tests New Ad Placements, Lures Content Creators With Revenue Split

Social media platform X announced that it will allow advertisers to run advertisements on videos from select content creators, starting later this month.

Advertisers on X will be allowed to run ads within the curated list of premium content creators through Creator Targeting.

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X Introduces Creator Targeting

In a blog post, X shared that the platform has partnered with over 1,000 biggest publishers. Moreover, Creator Targeting is part of the platform's primary brand safety solutions.

"When paired with new formats like Vertical Video Ads and action-driving Promoted Video, X is better equipped than ever before to help you seize cultural moments and drive efficiently on video to meet your full objectives," X explained.

Once it rolls out, advertisers would be allowed to self-serve X Ads Manager and run pre-roll video ads on the videos of their chosen creator. This will be reflected both in the home timeline and profile.

According to the company, serving ads on an individual creator's profile will soon be available, eliminating the chances of unwanted adjacencies.

X Promotes New Revenue Split With Creators

In addition, the new ads will open a new revenue split to the creators. Currently, X has accumulated more than 80,000 creators that are monetizing their posts.

Bloomberg reported that a spokesperson from X declined to disclose the percentage that will be shared with the creators. However, the company previously stated that it paid more than $20 million.

"Now, with the diversity of perspectives on X expanding, we are enabling a new opportunity for advertisers to connect to their customers by aligning with some of the world's best content creators," the company added.

Since acquiring X, Elon Musk has been aggressively working on the premium content on its platform. The X owner is also targeting to compete with YouTube and has been in contact with some popular creators like YouTube star MrBeast.