— Twitter Video (@TwitterVideo) August 30, 2016
Twitter said Tuesday it has opened up its Amplify advertising and publishing platform to more video creators, allowing a greater number of people and companies to share in advertising revenue from videos they tweet.
In the announcement, Twitter said “approved creators in the U.S.” will be eligible for revenue-sharing but did not specify exactly what an approved creator is. Twitter did say the program will cover “creators of all sizes.”
Presumably that means independent creators, like Vine and YouTube stars who attract large swaths of viewers, are the target of this intiative, according to a report from Recode. Twitter already has revenue-sharing deals with large content creators like TV networks and sports leagues.
Twitter says the Amplify program is simple to use for content creators. The process is as quick as “checking a box,” Twitter says, and results in ads running in advance of videos, with creators getting a cut of ad revenue. Recode reports that Twitter-approved content creators will keep 70 percent of ad revenue, a better deal than the 55 percent YouTube creators get.
Video has become a mainstay of social media, with top YouTube stars garnering millions of views and making millions for themselves and the social media platforms that host their videos. Facebook has pushed its live video platform as of late, and it is paying celebrities and news organizations to produce live video.
Twitter made its mark in the live video market earlier this year, when it paid $10 million to broadcast 10 NFL Thursday Night Football games. Twitter debuted its sports streaming platform earlier this summer when it broadcasted portions of tennis’ biggest tournament, Wimbledon.