Twitter/X Video Strategy: The New Frontier After Elon Musk | AI Video Empire

When Tucker Carlson posted his first interview to X after leaving Fox News, something unprecedented happened. The video hit 200 million views in 48 hours, without any platform promotion, without trending page placement, without algorithmic boosting.

It happened because X had transformed from a text-based social network into a video-first platform under Elon Musk's ownership. And most creators are still sleeping on this opportunity.

The X Transformation

Elon Musk's acquisition of Twitter in October 2022 began a radical transformation:

Video priority: Algorithm now favors video content over text
Longer videos: Premium users can post videos up to 3 hours
Creator monetization: Revenue sharing program launched August 2023
Reduced censorship: Content moderation significantly relaxed
Verification changes: Blue check now purchasable, affects reach

The X of 2024 is fundamentally different from the Twitter of 2022. It is a video platform that happens to also support text.

"X is becoming the everything app. Video is central to that vision." - Elon Musk

The Tucker Carlson Effect

Tucker Carlson's move to X provides a case study in platform potential:

The Numbers

First interview (Putin): 200+ million views
Average episode views: 50-100 million
Subscriber growth: 0 to 15 million in months
Estimated revenue: Millions monthly from X ads alone

Why It Worked

Built-in audience: Tucker had 3+ million Twitter followers before leaving Fox
News cycle integration: X is where news breaks and spreads
No algorithm suppression: Unlike YouTube, X does not downrank controversial content
Viral mechanics: Retweets create exponential distribution

Tucker did not just move to X. He proved that X could be a primary distribution platform for major content creators.

X Video Monetization Program

Launched in August 2023, X's creator monetization program shares ad revenue with eligible creators:

Eligibility Requirements

X Premium subscription: Required (currently $8/month or $84/year)
500+ followers: Lower barrier than YouTube's 1,000
5 million impressions: In the past 3 months
Account age: At least 3 months old
Good standing: No recent violations

Payout Structure

X shares revenue from ads shown in the replies to your posts:

Revenue share: Varies based on engagement, estimated 50-70%
Payment threshold: $50 minimum payout
Payment frequency: Monthly via Stripe
CPM rates: Highly variable, $1-15 depending on audience

Reported Creator Earnings

Large accounts (1M+ followers): $5,000-50,000+/month
Medium accounts (100K-1M): $500-5,000/month
Small accounts (10K-100K): $50-500/month

X monetization is not as lucrative as YouTube for most creators, but it is an additional revenue stream with minimal extra effort.

How X's Algorithm Differs from YouTube

Understanding the X algorithm is crucial for video success:

Engagement Velocity Matters Most

X's algorithm prioritizes content that generates rapid engagement:

First hour is critical: Engagement in first 60 minutes determines reach
Replies count more: Comments (replies) drive distribution more than likes
Quote tweets amplify: Quote tweets push content to new audiences
Bookmarks signal value: High bookmark rate indicates quality content

Watch Time Is Secondary

Unlike YouTube, X does not optimize for watch time:

Short videos can go viral: 30-second clips regularly hit millions of views
Completion rate matters less: Partial views still count
Thumbnail less important: Videos autoplay in feed

The Following Feed Matters

X has two main feeds: For You (algorithmic) and Following (chronological):

For You: Where viral content appears
Following: Where loyal followers see everything
Posting timing: Matters more for Following feed
Engagement bait: Works better for For You feed

X Video Posting Strategy

Optimal Video Format

Length: 30 seconds to 2 minutes optimal for viral potential
Aspect ratio: 16:9 horizontal or 1:1 square (vertical underperforms)
Captions: Essential - 80%+ watch without sound
Hook: First 3 seconds must grab attention

Optimal Posting Times

X engagement peaks at specific times:

Weekday mornings: 8-10 AM EST (commute + morning scroll)
Weekday evenings: 6-9 PM EST (after work)
Weekend mornings: 9-11 AM EST
Avoid: Late night (12-6 AM EST) unless targeting international

Engagement-Driving Tactics

Ask questions: End videos with discussion prompts
Create controversy: Strong opinions drive replies
Use hooks: "Most people don't know..." "This changed everything..."
Reply to comments: Your replies boost the original post
Quote tweet yourself: Add new context to resurface content

The X algorithm rewards creators who create conversation, not just content. Every post should invite response.

Integrating X Into Your Content Workflow

Repurposing Long-Form Content

Your YouTube and podcast content is a goldmine for X:

Clip extraction: Pull 30-90 second highlights from every long video
Best moments: Hot takes, surprising stats, controversial opinions
Teasers: Preview upcoming content to drive traffic
Behind the scenes: Outtakes and setup content perform well

Native X Content

Some content should be created specifically for X:

Reaction videos: Quick takes on breaking news
Threads with video: Long-form storytelling with embedded clips
Live spaces: Audio conversations, similar to podcasts
Community notes: Engaging with trending topics

Cross-Platform Promotion

From X to YouTube: "Full video on my YouTube" with link
From YouTube to X: Mention X handle, post clips same day
From X to newsletter: Drive email signups with exclusive content

X Premium Benefits for Creators

The $8/month X Premium subscription provides significant advantages:

Reach Benefits

Reply priority: Premium replies appear higher in threads
Algorithmic boost: Premium content gets approximately 2x reach
Longer posts: Up to 25,000 characters vs. 280 for free
Longer videos: Up to 3 hours vs. 2 minutes 20 seconds for free

Feature Benefits

Edit button: Fix typos within 30 minutes
Bookmark folders: Organize saved content
Reader mode: Better thread reading experience
Download videos: Save any video to device

Monetization Requirement

Premium subscription is required for creator monetization. The $8/month easily pays for itself with even modest engagement.

X vs. Other Short-Form Platforms

X vs. TikTok

X advantage: Older, wealthier audience; less censorship
TikTok advantage: Better discovery for new creators; younger audience
Use both: Different audiences, different content styles

X vs. YouTube Shorts

X advantage: Better for news/opinion content; monetization easier to achieve
YouTube advantage: Drives subscribers to long-form; integrated analytics
Use both: YouTube Shorts for discovery, X for engagement

X vs. Instagram Reels

X advantage: More text context; better for commentary
Instagram advantage: Better for visual/lifestyle content
Use both: Cross-post where appropriate

Risks and Considerations

X is not without challenges:

Platform Stability

Advertiser exodus has impacted revenue
Technical issues post-acquisition
Uncertain long-term business model
Elon's involvement creates unpredictability

Audience Limitations

User base smaller than YouTube, Instagram, TikTok
Demographic skews older, male, political
International reach weaker than competitors

Monetization Uncertainty

Revenue share rates not guaranteed
Program could change at any time
CPM rates highly variable

X should be part of your platform mix, not your entire strategy. Diversification remains essential.

Getting Started on X Video

Here is your action plan for X video success:

Week One

Subscribe to X Premium ($8/month)
Optimize your profile with video content focus
Post 3-5 short video clips from existing content
Engage heavily in replies and quote tweets

Week Two

Establish consistent posting schedule (2-3 videos/day)
Test different video lengths and formats
Analyze what generates most engagement
Build relationships with other creators in your niche

Month One

Apply for monetization once eligible (5M impressions)
Develop signature content style for X
Create native X content, not just repurposed clips
Integrate X promotion into all other content

Conclusion: The X Opportunity Is Now

X's transformation into a video platform is still early. Most creators are still treating it as a text platform, missing the video opportunity entirely.

Tucker Carlson proved that X can support massive video content. The creator monetization program provides financial incentive. The reduced content moderation provides creative freedom.

The window of opportunity is open. X's video features are mature enough to use effectively but new enough that competition is limited. Creators who establish video presence now will have significant advantages as the platform continues evolving.

Add X video to your content strategy today. The future of the platform is being built right now, and you should be part of it.

Twitter/X: The New Video Frontier After Elon