MrBeast Gives New Life to X’s Creator Plans

Much ink lately has been spilled about MrBeast’s videos getting extra visibility on X, the social network formerly known as Twitter. Jimmy Donaldson, the real name of MrBeast, has expressed confusion himself about why his video of cars got more than 156 million impressions in a week, boosting his earnings from advertising revenue on the video to more than $263,000. He and others speculated X was jacking up its visibility as a form of undisclosed advertising.

X is now giving advertisers a path to show ads at the beginning of popular creators’ videos. Advertisers will soon be able to run their ads on the videos posed by a “curated” list of content creators, the company said in a blog post Monday. Soon X will add the ability to serve ads on just a specific creator’s account as well. The blog said that option prevents brands from showing up on an unwanted account. It didn’t say which creators would be involved in the program, but you have to assume MrBeast will be on the list.