X announces that Creator Video uploads can now be sponsored by Advertisers.

X has today formally unveiled its new “Creator Targeting” ad option, which will allow marketers to sponsor specific creator content in the app. This comes after testing out a new type of creator monetization with YouTube star Mr. Beast, who made over $250,000 from his first upload on the app.

According to X, "Advertisers on X will soon have the opportunity to use Creator Targeting to place advertisements against a well vetted list of premium content providers. This entails granting advertisers greater authority so they can run advertisements against the content of their selected creator(s) using the self-serve X Ads Manager".

In essence, the new feature will let you choose which authorized video producers within the app your adverts would appear against. Subsequently, pre-roll advertisements will appear on the content of the producers you have selected, providing you with immediate visibility to their app users.

It offers fresh opportunities to broaden your reach through well-liked creator clips and may be an effective means of increasing exposure with particular audiences. Even so, it's currently very limited. The program's creator roster hasn't been made public by X, but Mr. Beast was the first to test it out. Given that, along with X's mention of "premium" creator inventory, I assume that only highly popular video makers will even be included in the service.

The initiative is essentially a continuation of X's 2015 "Amplify" video content sponsorship program, which allowed publishers to make money off of their app uploads.

Expanding this option to more creators makes sense in the context of X's larger push to incorporate more video content into the app as part of its "video first platform" push. X hopes that by providing this new offering, more well-known creators will be encouraged to upload more content to the app, even if it's just as a secondary platform like Mr. Beast has done.

This will give X more video inventory to choose from in order to keep users engaged. Although I wouldn't anticipate making $250k every upload, if the payments are decent, it might. In an effort to optimize the amount of time users spend on the app, X refocused on showcasing video producers and unveiled its "video first platform" strategy last month.

In an effort to increase viewership, X has so far revealed a number of exclusive video collaborations. In addition, the app is being updated with a new video tab. When these initiatives are combined, they may attract the attention of other prominent content creators, which might expand X's video portfolio and enhance its appeal as a destination for entertainment.

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