Content makers move away from platform X due to dropout problems
Content makers are not willing to post their material on Platform X after it was acquired by Elon Musk. The social network promises large payouts, but in reality, the interest on advertising is irregular.
This is reported by Bisinessinsider.
After Musk acquired the X platform, he tried to attract more content creators and promised them big payouts to compete with YouTube and TikTok.
Marketers noted that X still lags far behind these platforms, and content makers have questions about the state of X’s advertising business and inconsistent payouts.
Popular YouTuber MrBeast tried this advertising program and received more than $250 thousand for one video. However, he is convinced that X does not pay enough and believes that his payout is “a bit of a facade.”
Another content creator, Chris Reilly, said that his payments were suspended and resumed twice in the last month. That’s why he “doesn’t advise people to sign up for Premium now and try to distribute ad revenue until everything is resolved.”
What happens to advertising on X
Many major advertisers left X after Musk bought it. They were worried about the safety of their brands, weak content moderation, and even Musk’s own posts.
In 2023, X earned approximately $1.89 billion from advertising, which is 54% less than in 2022.
Musk acknowledged that the outflow of advertisers could be a problem for content creators hoping to get paid for their publications.
However, Emarketer analyst Jasmine Enberg said that X is not a very stable or reliable platform.
“Given the state of the advertising business, it’s hard to imagine that Musk will be able to convince most creators that he can provide them with a stable source of income.”
Emarketer analyst Jasmine Enberg
According to a survey by The Journal, only 5% of more than 450 creators planned to use X as their primary platform for publishing their content in 2024.
