Twitter Amplify update: Individual content creators can now apply to monetise videos
Anyone who creates video content for Twitter now has the chance to make money from it.
Twitter announced this week via its company blog that individuals can now apply for the Amplify programme, which would allow them to add pre-roll advertising to their video content in return for a share of the revenue.
“Today, we’re excited to announce the expansion of our creator revenue programmes, which will provide creators of all sizes with the ability to monetise content in multiple ways and generate revenue at scale,” Twitter said.
Provided users are accepted they will be able to include advertising with every video they publish on the platform, opening up the possibly for real earning potential through Twitter. The revenue split has not been announced by Twitter yet but it is rumoured to be 70/30, in favour of the content creator.
Twitter’s Amplify: then and now
Amplify first came about when Twitter decided to give a name to its video advertising partnerships in 2013. The micro-blogging site expanded the concept at the same time, opening it up to a limited group of partners.
Broadcasters could publish in real-time in-tweet video clips of events like the NFL finals which would be accompanied by a pre or post roll advertisement. The publisher-advertiser deal meant that the publisher would embed the video clip into a tweet and then the advertiser would include the pre-roll ad, and pay to promote the tweet.
— NBA (@NBA) May 19, 2013
In October 2015 Twitter updated the programme again to streamline the process. Advertisers were no longer required to work with a specific publisher, which made Amplify more accessible for advertisers while giving publishers a monetary incentive to share their video clips on Twitter. The advertiser needed only to select the categories and audiences they wanted to target and the ads would be distributed across the publishers’ organic videos on the platform.
Now this process is available to all content creators on Twitter. After passing the application process, it is as simple as ticking a checkbox to include pre-roll advertising with video content. Users can choose to include the ads on a case-by-case basis and their content is not exclusively tied to Twitter, meaning they can publish the content on other platforms as well. Revenue share can be tracked in the ‘Earnings’ section of the Twitter Engage mobile app.
How to apply
In order to apply for Twitter Amplify you will need to have Media Studio access (previously Twitter Video), which can be gained by filling out this form.