Twitter Opens Video Advertising to All Users

In an effort to attract more content creators and compete with video-heavy platforms such as YouTube and Facebook, Twitter has announced that it will now offer a percentage of ad revenue to all U.S.-based individuals who post original videos through Twitter Amplify. Previously, the platform allowed only approved creators, such as large media companies and consumer brands, to post videos and receive a portion of the resulting ad revenue.

“Today, we’re excited to announce the expansion of our creator revenue programs, which will provide creators of all sizes with the ability to monetize content in multiple ways and generate revenue at scale,” said Guy Snir, director of product management at Twitter, in a blog post.

Before tweeting a video, approved creators will be able to simply check a box to include a pre-roll ad, with the revenue split between Twitter and the creator. Tech news site Recode reports that content creators will receive about 70% of revenue, compared to about 50% on YouTube and Facebook, though Twitter has yet to confirm this number.

In other efforts to make the platform increasingly appealing to content creators, Twitter now offers the new Media Studio library of users’ videos, GIFs and images that also enables tweet scheduling and planning, as well as tools for managing multiple accounts.

Twitter Amplify was first launched in 2013 as a video advertising program for media companies and major brands that allowed them to publish real-time in-tweet video clips with advertisements. In May, Twitter announced that photos, GIFs and videos would no longer count against its 140-character limit. This followed an announcement that the company would be maintaining its character cap on tweets after rumors circulated that the limit would be raised to 10,000.