The X workforce is tremendous excited this week, as a result of MrBeast (aka Jimmy Donaldson), the most well-liked YouTuber of all time, has uploaded one in every of his movies on to X, as a method to check X’s monetization capability, in response to Donaldson’s submit.

This comes after a latest interplay with X proprietor Elon Musk, wherein Donaldson defined to Musk that there’s little level in him importing content material on to X, as a result of he can’t make as a lot cash from his movies on X as he can on YouTube.

Musk and Donaldson have additionally interacted at numerous factors previously, with Musk seeking to lure Donaldson to assist increase X’s new video push. However in pure income phrases, Donaldson’s appropriate, there’s no approach that X will be capable of match the cash that he makes on YouTube.

For context, MrBeast reportedly generates between $2 million and $4 million per video he uploads, and he posts round as soon as per week. X has paid out round $30 million, in whole, to all creators over the previous six months.

But, even so, plainly Musk has satisfied MrBeast to offer his new creator income share program a shot, which X has shouted throughout each channel that it may possibly, as an endorsement of its new “video first platform” technique.

Which, it’s probably not.

Donaldson initially uploaded this identical clip to YouTube again in September, the place it’s to this point acquired over 211 million views. So it’s not an X unique, it’s a check, as Donaldson says, to see if he can lengthen his monetization potential by re-uploading previous clips to X as effectively.

However for X, there’s quite a bit driving on this being a profitable experiment.

Musk has repeatedly famous that he desires X to compete with YouTube, on all fronts, even stating that he thinks X is near exceeding YouTube on some components already. Which, to be clear, it undoubtedly just isn’t, however nonetheless, Musk’s everlasting optimism is what drives his success, and the truth that Donaldson has even uploaded a clip on to the app will be seen as a win in lots of respects.

But it surely’ll be attention-grabbing to see how Donaldson’s followers react to his tacit assist of Musk’s X undertaking, and the way the broader MrBeast group sees this new, potential partnership.

Certainly, a member of MrBeast’s crew, Kris Tyson, got here out as transgender final yr, a group that Elon Musk has repeatedly criticized in lots of X posts.

It’d be attention-grabbing to understand how Tyson feels about contributing to Musk’s X undertaking.

For Donaldson, nevertheless, it’s all about enterprise, and given the stakes for X, you’ll be able to wager that Elon and Co. will promote the video in each approach that they presumably can, within the hopes of maximizing its income potential, and convincing Donaldson, and different creators watching on, of the viability of the platform on this respect.

But it surely looks like a stretch, at this stage, to tout this as a coup for the app, although perhaps, as one other stepping stone, this can see X’s video technique take off.

X additionally just lately introduced the signing of a number of big-name TV stars to unique content material offers, which is able to see them air new programming direct within the app.

X’s intention, apparently, is to construct its personal video leisure community to rival conventional TV.

Which, as I’ve reported, Twitter, and just about each different social app, has tried, repeatedly, previously, with restricted success. However perhaps, amid the shift in the direction of social apps as central leisure platforms, versus supplementary engagement surfaces, now could be the time to make a much bigger push, with a view to maximizing engagement within the app.

And perhaps, Donaldson and his MrBeast crew will play a component.

It’ll be attention-grabbing to see the outcomes of this experiment, as a minimum.