Since taking over Twitter, billionaire Elon Musk has made some efforts to court creators, from speaking with them over Zoom to telling staff about his aspirations to turn the social network into a home for video creators. Musk has even indicated he’s open to a potential acquisition of newsletter publisher Substack. But he faces an uphill challenge in convincing creators to devote more of their time to Twitter.
While plenty of creators have Twitter accounts, it’s not typically the social network they pour the most energy into. There are often more lucrative opportunities for sponsorships on Instagram, TikTok and YouTube, where they can also reach far more fans. But Musk, who has certainly ramped up the urgency inside Twitter's product team, has a shot at changing the social network’s reputation.