The platform of the creators of Twitter Super follow-up got off to a bleak start, contributing around $ 6,000 in iOS revenue in the US in the first two weeks of the feature going live, according to app intelligence data provided by Sensor Tower. And it’s only made about $ 600 in Canada. A small portion of this income can be attributed to Paid spaces, Twitter other in-app purchase offered in the United States – but there is no way for this part to be calculated by an outside company.
Twitter first announced plans to launch Super Follows at its Analyst Day event in February, where the company detailed many of its upcoming initiatives to generate new revenue streams.
Today, Twitter’s business relies heavily on advertising, and Super Follows is one of the few ways it aims to branch out. The company is also now offering creators a way to charge for access to their live events with Ticketed Spaces, and outside the US, Twitter has started testing a premium product for power users called Blue twitter.
But Super Follows, which targets creators, is the effort most likely to attract mainstream users.
It is also a company that strives to capitalize on the growing creator economy, where content creators build an following and then generate income directly through subscriptions, thereby reducing their own reliance on advertisements or offerings. Mark. The platforms they use for this business are taking the upper hand to help them fund the development of creative tools. (In the case of Twitter, it only takes a 3% reduction.)
The feature would make sense for Twitter, a platform that already allows prominent personalities and regular people to meet in the same timeline and have conversations. Super Follows that allows fans to get even closer to their favorite creators, whether they are musicians, artists, comedians, influencers, writers, gamers or other experts, for example . These creators can set a monthly subscription price of $ 2.99, $ 4.99 or $ 9.99 to provide fans with access to bonus “behind the scenes” content of their choice. These usually come in the form of additional tweets, Q&A, other interactions with subscribers.
At launch, Twitter opened Super Follows for a handful of designersincluding beauty and skincare focused account @MakeupforWOC; astrology account @TarotByBronx; sport oriented @ RoiJosiah54; writer @myeshachou; Internet personality and podcaster @MichaelaOkla; spiritual healer @kemimarie; tweet music charts @chartdata; Twitch streamers @FaZeMew, @VelvetIsCake, @ MackWood1, @GabeJRuiz, and @Saulsrevenge; YouTubers @DoubleH_YT, @LxckTV, and @PowerGotNow; and crypto traders @itsALLrisky and @ moon_shine15; among others. Twitter says there are less than 100 creators in total who have access to Super Follows.
While access on the creative side is limited, the ability to subscribe to creators is not. Any iOS Twitter user in the US or Canada can “super follow” any number of supported creator accounts. In the United States, Twitter has 169 million daily active users monetizable on average in the second quarter of 2021. Of course, only certain subsets of them will be iOS users.
Still, Twitter could easily have millions upon millions of “potential” customers for its Super Follow platform at launch. Its current earnings indicate that, perhaps, only thousands of consumers have done so, given that many of the major in-app purchases are for creators offering content at lower prices.
Sensor Tower notes that the $ 6,000 US consumer spending on iOS was calculated in the first two weeks of September (September 1–14). Prior to this period, US iOS users spent just $ 100 from August 25 to 31, a figure that would indicate user spending on paid spaces during that time. In other words, the contribution of Tickets Spaces revenue to that $ 6,000 total of iOS consumer spending is probably quite small.
In Canada, the other market where Super Follow is now available to subscribers, revenue from purchases through Twitter’s iOS app from September 1 to 14 was $ 600. (This would also include Twitter Blue subscription revenue, which is being tested in Canada and Australia.)
Worldwide, Twitter users on iOS spent $ 9,000 in the same time period, which would include other income from Ticketed Spaces and testing of its premium service, Twitter Blue. (Twitter’s Tip Jar, a way to pay creators directly, doesn’t work through in-app purchases).
Unlike other Twitter products which have grown from observing what users are already doing anyway, like using hashtags or retweeting content, many new features in Twitter are attempts to redefine where users are. use of its platform. In a massive rush of product surges, Twitter recently launched tools not only for creators but also for ecommerce, organization of reading material, subscribe to newsletters, socialize in communities, chat by audio, fact-checking content, follow trends, converse more in private, and more.
Twitter’s stance on the slower start of Super Follows is that it’s still too early to make any decisions. While that’s fair, it’s also worth following up on adoption to see if the new product has seen quick and immediate traction.
“This is just the start of Super Follows,” said a Twitter spokesperson, asked to comment on Sensor Tower numbers. “Our main goal is to ensure that creators are set to succeed. So we’re working closely with a small group of creators in this first iteration to make sure they have the best experience using Super Follows before we do. deploy more widely. “
The spokesperson also noted that Twitter Super Follows was set up to help creators make more money as it evolves.
“With Super Follows, people can earn up to 97% of income after in-app purchase fees until they earn $ 50,000 for life. After $ 50,000 in lifetime earnings, they can earn up to 80% of their income after the purchase fee through the app, ”they said.