X is great for creators? MrBeast made over $250,000 on his first video in a week, but there’s a catch

In a surprising turn of events, MrBeast, the renowned YouTuber, has disclosed that he raked in over $250,000 (£197,000) by posting a video on X, formerly known as Twitter. This revelation comes after MrBeast had previously dismissed the idea of posting on the platform due to perceived low advertising revenue for creators.

The video in question, an old upload, garnered an impressive 155 million views, sparking interest in the social media platform’s potential amidst its business challenges. Elon Musk, the owner of X, has been grappling with strategies to boost user engagement since acquiring the platform in October 2022, including revenue-sharing initiatives with high-profile creators.

MrBeast, whose real name is Jimmy Donaldson, had initially expressed scepticism, stating that even a “billion views” wouldn’t justify posting videos on X. However, a recent video led him to test the waters, resulting in a substantial windfall from the unexpected success of the video.

Addressing his followers on Monday, MrBeast acknowledged the significant sum but hinted that it might be somewhat inflated. He speculated that advertisers, recognizing the attention the video garnered, may have contributed to higher revenue per view. The YouTuber plans to share the earnings with 10 randomly selected individuals.

Analysts noted that replicating such success might be challenging without MrBeast’s massive following. Karsten Weide, principal at W Media Research, highlighted the need for substantial traffic to achieve comparable financial outcomes.

MrBeast’s overall influence is evident in his staggering YouTube statistics, with Forbes estimating a $54 million annual income from his channel in November 2022. Boasting 233 million subscribers, he remains a sought-after figure for companies looking to enhance their platforms.

While MrBeast’s success on YouTube is well-established, his experiment on X introduces new considerations. On X, where new content dominates and staying power is uncertain, the long-term monetization potential remains to be seen. Jenny Tsai, founder and CEO of WeArism, emphasized the unique nature of MrBeast’s venture on X.

In a snapshot shared by MrBeast, he reported $263,655 in revenue from nearly 156.7 million “impressions,” translating to about $1.68 per 1,000 impressions. The results prompted discussions on whether creators should reconsider X as a platform for sharing their work, even if they may not achieve MrBeast’s extraordinary results.

Dave Wiskus, CEO of Nebula, the largest independent premium streaming platform, highlighted the significance of MrBeast’s achievement on X. He suggested that creators, even if less famous, could benefit from posting on the platform, particularly if they can generate substantial views.

As MrBeast contemplates potential deals for a show on a major streaming platform, his X experiment resonates as a testament to his significant worth and the potential of alternative platforms in the ever-evolving landscape of online content creation.

(With inputs from agencies)

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