Monetization through Twitter: India’s creator community awaits feature with caution

Twitter recently announced that it is opening up a feature that allows creators to monetize content with a subscription model for their followers. While Elon Musk has already launched this feature in the EU along with Japan, Canada and Australia, creators in India are hopeful that they will soon get on to that list.

So, what does this feature do for creators? According to Twitter, “Subscriptions can help people on Twitter earn a monthly income from the content they create. Specifically, you may get paid a share of the revenue Twitter earns from Subscriptions offering your most engaged followers an extra level of access and bonus content.”

We spoke to the creator community to understand its dynamics and future prospects.

Cautiously optimistic

Karan Pherwani, Vice President of influencer marketing company Chtrbox, shares, “Twitter's latest monetization feature could have a significant impact on creators by offering them a new revenue stream through subscription-based models, exclusive content, and tips directly from their followers. This allows creators to have more control over their income and content by selecting the content they want to charge for and at what price. Moreover, this new feature may attract a more diverse range of creators to the platform, which could result in increased competition and a wider variety of content. However, it's yet to be seen how successful this feature will be and whether it will be accessible to all creators, irrespective of their follower count.”

Sharing the creators’ perspective, Naman Deshmukh, a tech influencer, said this was an encouraging move for creators but added a word of caution about how long it might run. “Twitter's new monetization feature is a game-changer for content creators, offering them a direct revenue stream from their platform. Previously, such an option did not exist. The feature's complete details have yet to be disclosed, but according to some sources, it is expected to include various revenue streams, such as ticketed Spaces, Super Follows, and Tip Jar. This development will provide creators with more ways to monetize their content and encourage them to produce even more engaging material. The feature is expected to have a positive impact on content creators, enabling them to earn money from their Twitter content. Nonetheless, it is uncertain how effective this feature will be in the long run.”

Isha Borah, a fashion content creator, also feels it’s a good move by Twitter as it will allow content creators to showcase their content at a larger length to their subscribed followers in the form of long-form text content and hours-long videos and also earn income from the subscriptions. “From what I have read so far, Twitter won't be taking any cut or percentage of the creators' earnings from follower subscriptions, which is a good thing.  Also, I believe that this move will not only benefit creators but also their followers, who will have access to exclusive content. However, it's crucial for creators to adhere to the monetization guidelines set out by Twitter to maximize the potential benefits of this new feature.”

Somya Khera, social media strategist, Auburn Digital Solutions, believes this move has its perks but it’s still a wait-and-watch game to see how it plays out. “Incentivising always has its perks. Twitter's recent move to let its users monetize content is expected to give an impetus to quality and unique content. The success of the video format is more than evident and the successful models on other platforms including Instagram & Facebook provide a strong case study for the new move. We will still have to wait and see when everyone is vouching for shorter formats, Twitter's decision of offering long video format is the right choice or not.”

Hopeful of India launch

India has seen a lot of regulations when it comes to social media. With Twitter not having India in its initial list, a lot of users of raised doubts about whether it will actually come to India at some point. But the creator community believes that India has the power to lure Twitter to launch the monetization feature here as it can be hugely beneficial for them due to the large and diverse set of audience this country brings with it.

Karan Pherwani and his influencer marketing agency are optimistic about the potential for Twitter's direct monetization feature to launch in India. He says, “While India may not be among the first countries to receive the feature, we believe that Twitter recognizes the value of the Indian market and the demand for content creation in the country. With a large and diverse community of creators in India, the introduction of direct monetization could provide a significant boost to the creative economy.

While it's true that India has regulations for social media companies, we believe that with careful consideration and collaboration with Indian regulators, direct monetization for creators can be made possible.”

Isha Borah says that there shouldn't be any major concerns regarding this feature, as YouTube and Instagram have already allowed it for a long time now. “However, I am not in a position to confirm anything for certain, as I am also learning things on the go. Overall, I believe that monetization will be possible in India, and Indian creators will be able to utilize this feature without violating any existing regulations.”

Naman Deshmukh aka Techplusgadgets also believes while there may be some regulatory challenges in India that need to be addressed, Twitter will work with the authorities to find a way to make the feature available in our country. “Overall, we see this new monetization feature as a welcome development for Indian content creators. We look forward to exploring its benefits and utilizing it to grow our presence on Twitter.”