Elon Musk’s X, the rebranded version of Twitter, is set to challenge YouTube’s dominance by introducing advanced advertiser targeting features and revenue-sharing options for its extensive community of 80,000 creators. The move is part of Musk’s strategic vision to position X as a robust player in the online video content space, directly competing with the established video-sharing giant.
The updated advertising features promise creators an additional source of income, though the specific revenue split remains undisclosed. Advertisers on X will soon have the capability to run ads before videos from selected creators, both in the main timeline and on the creator’s profile. Musk has actively reached out to influential creators, such as MrBeast, signaling a concerted effort to strengthen the platform’s appeal.
Under Musk’s leadership, X has been actively enhancing its video content library through partnerships with notable figures like Don Lemon and World Wrestling Entertainment. This initiative aims to diversify content offerings and attract a wider audience base.
However, Musk’s takeover of X saw a significant decline of over 50% in advertising revenue, leading to efforts to rebuild marketers’ trust. The recent enhancements and revenue-sharing options are aligned with Musk’s broader strategy to revitalize the social network and create a more lucrative platform for creators.
Musk’s ambitious vision for X seeks to position the platform as a direct competitor to YouTube, challenging its dominance in the online video content landscape. Despite falling short of its $3 billion target last year, estimating ad sales at around $2.5 billion, Musk remains focused on reshaping X’s trajectory in the digital space.
