Twitter Opens Video Ads to All U.S. Users, Touting Better Revenue-Sharing Terms Than YouTube

Twitter Media Studio
Courtesy of Twitter

Twitter has opened its Amplify program to all video creators in the United States, allowing them to generate content from pre-roll ads sold by the company.

Under the standard terms of the program, Twitter will pay video creators 70% of ad revenue, keeping 30% for itself. That’s better than YouTube and Facebook, both of which share 55% of ad revenue with video-content partners.

That said, Twitter isn’t home to the same level of video creation or consumption that either YouTube or Facebook (although Facebook currently limits revenue sharing with select media partners, not regular users). While Twitter’s more favorable rev-share model is aimed at addressing that, Twitter remains stuck in short-form territory: In June it expanded the maximum length of video posted from 30 seconds to 140 seconds.

With Twitter’s Amplify Publisher Program, approved creators can either elect to opt-in videos tweet-by-tweet, or pre-set monetization for all of their videos. The content doesn’t have to be made exclusively available on Twitter.

Also Tuesday, Twitter is launching Media Studio (pictured above), which replaces video.twitter.com as a desktop destination for accessing upgraded publishing and monetizing tools. Media Studio provides a new unified media library (with videos, GIFs and images) plus tweet scheduling and planning capabilities, team-based management and multi-account support, and improvements in stability and upload performance.

In addition to the expanded Amplify program, creators can choose to work with Niche, the creator-focused software platform Twitter acquired in early 2015. Niche currently works with 35,000 creators worldwide together with advertisers to develop “authentic and resonating” branded content.