Twitter to lure YouTube creators with 10% higher pay

by Johnson Daniel
Twitter

Elon Musk directed Twitter employees to reach out to “cool” YouTubers and entice them with 10% pay raises so that the platform’s video content could be expanded.

Musk stated during a staff Q&A on Thursday, which The Verge published a transcript of, that Twitter was considering introducing video monetization and possibly allowing longer videos as well.

Most content creators currently use Twitter to share links to their videos on YouTube, TikTok, and other platforms.

“If they can post their video on Twitter and monetize it at least to the same extent as they can on YouTube, then naturally, they would just post their video on Twitter as well,” Musk said, according to The Verge. “However, right now, content creators are unable to post the length of video that they would like to post, and they are unable to monetize it, which means they are unable to pay their bills.”

Twitter videos are currently limited to 140 seconds.

“These aren’t particularly complicated,” Musk added. “They’re pretty simple.”

“We’re not trying to put YouTube out of business, but do we need to give YouTube a bunch of free traffic?” he wondered.

In the third quarter of 2022, YouTube earned slightly more than $7 billion in ad revenue. In comparison, Twitter reported total revenue of $1.18 billion in the second quarter.

Since taking over Twitter on October 27, Musk, the world’s richest person, has implemented drastic cost-cutting measures, including mass layoffs.

On Thursday, he told remaining employees that it “does make sense” for Twitter to start spending money to entice creators to the platform.

“Let’s just get a bunch of YouTube content creators and say, ‘Hey, would you consider putting your content on Twitter, and we’ll pay you 10% more than YouTube, and see how it goes?'” Musk informed Twitter employees.

“Please carry it out. Let’s get started… So, if you’re able to do it after this meeting, I’d do it after this meeting.”

Musk’s plans to promote more multi-media content on Twitter include this. “We are the strongest when it comes to writing and real-time,” he told employees on Thursday. “However, we also want that for pictures and video, and not in a way that mimics what others do.”

Musk instructed engineers to begin work on a reboot of Vine, the short-form video app purchased by Twitter in 2012 but shut down in 2016. TikTok has since largely replaced Vine, with a massive increase in users during the pandemic.

During the Q&A on Thursday, Musk stated that his reboot idea was not necessarily a case of copying an old version of Vine, but could instead be accomplished by developing Twitter’s video-sharing functions.

“I was flipping through the Twitter video, where you can just start flipping through videos once you’re in full-screen video mode. It’s not bad,” he said, adding that it showed him some “good” and “interesting” things “videos. “I believe expanding on that makes a lot of sense.”

“They didn’t know it existed when I told a roomful of people this morning,” Musk continued. “It would be a good move if we could try to surface it and make it more obvious that it exists.”

Musk went on to say that his children “were educated by Reddit and YouTube.”

During the Q&A, Musk also discussed the company’s return to the office and informed employees that “bankruptcy is not out of the question.”

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