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Twitter is now giving content creators about 70% of ad revenue on the videos they produce to boost usage and sharing on the platform.

As part of the update, Twitter has opened Amplify – an advertising program formerly reserved for publishers and brands – to individual content creators, so that anyone can run pre-roll ads on their videos. The company also launched a centralized media library replete with videos, GIFs and other images, as well as enhanced tweet scheduling and planning capabilities through itsEngage platform.

This update will aim to offset Twitter’s struggles with a stagnating user growth and disappointing revenue performance in Q2 2016. It specifically plays into the company’s ambitions by:

• Attracting content creators to the platform. Making Twitter more appealing to content creators was a key strategic priority highlighted by company CEO Jack Dorsey in Q1 2016, and further elaborated upon in the company’s Q2 2016 call. Twitter’s improved tweet management platform, in tandem with its 70-30 revenue share plan will help attract content creators. The revenue split will be particularly enticing to content creators, since it’s substantially more generous YouTube or Facebook's, which are closer to 50-50.

• Expanding video to drive more ad revenue. Though it's giving up 70% of ad revenues on each video, Twitter hopes to drive up total ad revenue by incentivizing users to create an even greater amount of ad-supported videos. Creators wil be able work with brands on a campaign-by-campaign basis, which creates a large financial opportunity as well as a chance in the spotlight. Aside from these Twitter Amplify pre-roll ads, Twitter also recently released a study in tandem with IPG Mediabrands that found that in-feed ads on the platform perform especially well. (See coverage of this report from last week.)

• Opening the door to make Moments matter. Earlier this month, Twitter announced that it was making Moments (the platform’s live content portal) available to more brands and influencers, with a plan to open it up to all Twitter users in the coming months. Incentivizing content creators to post videos on the main platforms tills the ground for widespread Moments usage to blossom when it finally opens up. Moments could prove to be particularly successful because it has broader functionalities than both Snapchat and Instagram Stories. It doubles as a portal for publisher content and regular user posts, akin to a hybrid of Snapchat Live Stories and Discover, which means that established brands, celebrities, and regular users alike can participate pitch into the feature.

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