Struggling to find its niche in the world of social media influencers, Twitter has attempted various strategies to attract creators before Mr. Musk’s leadership. The platform provided funding for podcasters, appealed to digital artists during the NFT boom, and experimented with audio discussion feature Spaces. The company has not required exclusivity agreements with creators for their paid partnerships, allowing them to share content on other platforms. Despite skepticism from some creators about potential earnings, others have found success on the platform, such as YouTuber MrBeast who earned $263,655 from a single post. With these new and untested paid partnerships, Twitter hopes to deliver upside for creators, recognizing that it’s a risky but potentially rewarding bet.
