The world’s most popular YouTuber, MrBeast , recently disclosed that he earned over $250,000 (£197,000) by posting a video on X , formerly known as Twitter. Initially, he had expressed skepticism about posting on the social media platform, citing the meager advertising revenue for creators. However, he reversed his stance last week and uploaded an old video, which has since garnered more than 155 million views.
This move by MrBeast is closely monitored as X, owned by Elon Musk since October 2022, faces business challenges. Musk has implemented various strategies to enhance engagement, including revenue-sharing arrangements with high-profile creators, similar to practices on platforms like YouTube. Nevertheless, these efforts have encountered skepticism amid a decline in site traffic and decreased advertising revenue due to Musk‘s disputes with advertisers over issues such as hate speech and misinformation.
MrBeast, also known as Jimmy Donaldson, had previously asserted that even a “billion views” wouldn’t justify posting videos on X. However, his recent experiment aimed to assess the advertising revenue potential on the platform. In a post on Monday, he disclosed that he earned a substantial sum, though he noted that advertisers might have inflated the figure by capitalizing on the attention his video received. He plans to distribute the money to 10 randomly chosen individuals.
Success of MrBeast on X
While analysts acknowledge success of MrBeast on X , they emphasize the challenge of replicating such earnings without his massive following. Karsten Weide, principal at W Media Research, commented on the significant traffic required for substantial revenue, highlighting that MrBeast’s influence played a crucial role.
The income potential for influencers varies, and individual deal terms are often confidential. In November 2022, Forbes estimated MrBeast’s annual earnings from his YouTube channel at $54 million. His subscriber base has since grown, reaching 233 million, making him an attractive figure for companies seeking partnerships.
Primary Revenue Source
MrBeast’s video on X, despite its success, contrasts with his primary revenue source, YouTube, where he claims videos can earn over $1 million over time. Jenny Tsai, CEO of influencer analytics platform WeArism, raised questions about the long-term monetization potential on X, where new content dominates.
MrBeast’s experiment, while noteworthy, is unique, given his exceptional profile. Lesser-known creators might not achieve equivalent results, and the experiment’s success is attributed to MrBeast’s global recognition. The outcome, however, reflects positively on X’s advertising performance, which could be encouraging for CEO Linda Yaccarino, working to improve the platform’s reputation.
Elon Musk’s recent visit to the Auschwitz death camp follows scrutiny of X’s handling of anti-Semitic content, a concern among users and advertisers. Addressing such issues remains crucial for Musk. Additionally, there are rumors of MrBeast negotiating a show with a major streaming platform, further emphasizing his significance in the digital content landscape.
