LOS ANGELES-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 are. 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 exclusively available on Twitter.
Also Tuesday, Twitter is launching Media Studio, 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.
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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.
