Elon Musk, the CEO of Twitter, is reportedly providing substantial payouts to certain personalities on the platform in an effort to retain them amidst a growing number of disillusioned users switching to alternative platforms. Musk had previously announced plans to share ad revenue with Twitter “creators” who generate significant traffic for the website. While this feature did not materialize immediately, Musk has now apparently followed through on his promise by notifying select Twitter users that they will be receiving significant payouts.
One notable recipient of Musk’s payouts is Andrew Tate, a controversial figure associated with the manosphere and recently released from jail after facing charges of rape and human trafficking. Tate revealed that he received approximately $20,000 from Musk. Another prominent influencer, Rogan O’Handley, celebrated his payout as a turnaround from being banned by Twitter for nearly two years to now being paid to post.
However, not all creators who generate substantial engagement on Twitter have been included in these payouts. Social media strategist Matt Navarra highlighted that some individuals who contribute significantly to the platform were left out despite generating hundreds of impressions every year. The Washington Post also reported concerns about the transparency and fairness of Twitter’s payout scheme. It is suggested that Musk may have handpicked specific individuals for these payments, potentially favoring his buddies and allies rather than following a consistent revenue model or sustainable creator strategy.
Critics argue that this approach feels arbitrary and unsustainable, as it appears that checks are being written to people based on personal preferences rather than adhering to established guidelines or revenue models. A former executive at Twitter expressed skepticism about this new program, stating that previous content monetization efforts were based on revenue models rather than seemingly arbitrary decisions pulled out of thin air.
Meanwhile, Meta’s Threads and Jack Dorsey’s Bluesky are emerging as alternatives attracting millions of disillusioned Twitter users. It seems that dissatisfaction with Twitter’s practices and perceived favoritism towards certain creators has contributed to this migration. Mark Zuckerberg’s Twitter alternative has gained significant traction, attracting 100 million users in just five days.