The global expansion of X's "Ads Revenue Sharing" programme is a significant development. However, it is important for advertisers to understand that their investments are not only marketing decisions, but also means of economic empowerment for the recipients.

With the current setup of X's programme, creators across a spectrum of content and opinions could benefit from these investments. The controls around this programme seem limited, necessitating careful consideration by brands to ensure it aligns with their global media strategy.

While similarities to YouTube's model are evident, a critical difference is worth noting. On YouTube, advertisers can choose specific creator channels or individual video placements, thus controlling where their funds go. Similar granular controls appear to be missing in X's initiative.

X's programme monetises ads in replies to creators' posts, potentially exposing brands to a wide array of content and opinions. There is a risk here: advertising investments could inadvertently economically empower creators whose content is at odds with a brand's values.

As X prepares to distribute $5m in the initial round, it's crucial that brands undertake a thorough assessment of this new programme. It's important to recognise the potential risk of empowering creators that might not align with a brand's ethos.

X, previously Twitter, has expanded its "Ads Revenue Sharing" programme, designed to share ad revenue with verified creators, to a global level. 

The initiative, slated to distribute $5m in its first round, relies on monetising ads in replies to creators' posts, rewarding engaging content. Eligibility hinges on a subscription to Blue, a minimum of 15M impressions over three months, and at least 500 followers. Certain categories of content are prohibited, as is monetising unowned copyrighted material. 

CEO Linda Yaccarino hailed the move as a "game changer". Meanwhile, Elon Musk reported a new high for X's monthly users in 2023.