X shifts revenue model to prioritise original creators over aggregators

X has said creators producing original content will be prioritised in its revenue sharing programme, as the platform moves to curb payouts to accounts built on reposting and clickbait.

In an update, X said it is adjusting how earnings are distributed to reduce payments to so-called “aggregators” – accounts that recycle viral content.

The change means creators who primarily repost content will see their payouts reduced by 60% in the current cycle, with a further 20% deduction planned in the next.

X’s head of product Nikita Bier said the change seeks to reward higher-effort content and to improve the overall quality of the platform’s timeline.

“Reposts & commentary will always be a core pillar of X, but our Revenue Sharing program should incentivize original, high-quality content that brings new value to the Timeline,” he wrote on X. “ This means rewarding the effort it takes to produce something, not just the poster who helped it travel furthest."

The platform is also cracking down on clickbait behaviour, with plans to target creators who use manipulative tactics to drive engagement. Bier said future updates will introduce permanent deductions for “habitual bait posters” – accounts that rely on formats such as repeated “BREAKING” posts to drive clicks.

“X will never infringe on speech or reach – but we will not compensate for manipulation of the program or our users,” he wrote.

The move is part of a wider effort by X to refine its creator monetisation system, which has faced criticism over inconsistent payouts and opaque calculations since launching in 2023.

It also mirrors a similar shift at Meta, which recently announced it would prioritise original content across Facebook and reduce reach for reposted or lightly edited videos.