Multiple right-wing figures known for spreading misinformation and extremism have already collectively earned tens of thousands of dollars in ad revenue under the platform’s new ad revenue sharing program. Multiple of those figures were previously banned from the platform and reinstated under current owner Elon Musk.
In February, Musk announced that Twitter was launching a creator revenue sharing program, paying creators a share “for ads that appear in their reply threads.” The first payments to creators seemingly started on July 13, with Musk confirming that “revenue payout to content creators will be cumulative from when I first promised to do so in February.”
The launch of the program comes as the platform has tried to entice advertisers to return, after Twitter’s ad revenue plunged under Elon Musk’s ownership. But under this new monetization program, major companies advertising on Twitter are now funding right-wing misinformers and extremists.
According to advertising data from Sensor Tower, Twitter’s top 5 advertisers in June — Mondelez International, The Wall Street Journal, HBO, Apple, and FinanceBuzz.io (Buzzery, LLC) — spent nearly $17 million on Twitter ads. Media Matters has previously reported that ads from some of these companies have appeared on a white nationalist account and next to tweets from previously banned accounts, including right-wing extremists, COVID-19 misinformers, anti-vaccine figures, and election deniers.
A Media Matters review of the ad revenue sharing currently being disclosed found that multiple right-wing figures known for being misinformers and spreaders of extremism are benefitting. Already, those figures’ earnings have totaled to over $80,000 — meaning advertisers are funding their misinformation, baseless conspiracy theories, anti-LGBTQ rhetoric, and other harmful content.
- An account called “End Wokeness” tweeted that they earned more than $10,400 in revenue.