By Benson Daniel
X has announced a major change to its creator monetisation system, replacing its existing Revenue Sharing programme with a new Original Content Rewards programme designed to place greater emphasis on original and meaningful content.
The change is expected to reshape how creators earn money on the social media platform, with X moving away from its previous revenue sharing structure and introducing a system that rewards creators based on the quality and originality of their contributions.
Under the new programme, creators will be expected to regularly publish original material, including original writing, reporting, photographs, videos, memes, illustrations and other creative works. Content based largely on material produced by others will generally not qualify unless the creator adds meaningful commentary, analysis or substantial creative input.
X is also introducing eligibility requirements for creators seeking to participate in the new programme. Available details indicate that creators will need at least 500 verified followers and 500,000 impressions from verified users on their Home Timeline over the preceding 90 days. They must also maintain an eligible Premium subscription and continue meeting the programme’s requirements.
The platform is expected to end its existing Revenue Sharing programme in September, bringing an end to a system that enabled eligible creators to receive payments based on engagement generated by their posts.
The replacement programme reflects a broader effort by X to encourage users to produce content that offers greater value rather than simply generating large numbers of impressions. The company has increasingly faced the challenge of distinguishing genuine engagement from activity driven by copied material, automated accounts and attempts to manipulate interactions.
Under the new arrangement, reposting another person’s material without adding significant value will not be enough to qualify for rewards. X has also indicated that minor alterations such as cropping, adding watermarks, applying filters or placing text over existing content will not automatically make reused material eligible.
Creators who use other people’s posts or materials may still qualify where they provide meaningful analysis, commentary or creative transformation. This could particularly benefit journalists, analysts, commentators and other users who build original perspectives around developing stories and public conversations.
The changes could also affect creators who have built their audiences around reposting viral material or relying heavily on engagement driven by controversial posts. X’s new approach appears intended to make originality a more important factor in determining which creators receive financial rewards.
The transition comes as major social media platforms continue to compete for creators whose content helps attract users and keep them active on their services. Creator monetisation has become an important part of the digital economy, with platforms experimenting with different payment structures to reward users who generate content and build audiences.
For existing X creators, the new system means that maintaining an eligible subscription and meeting the required audience and engagement thresholds will remain important. However, the quality and originality of their content will become more central to their ability to benefit from the programme.
The new approach could encourage creators to invest more time in original reporting, analysis, commentary, creative videos, photography and other forms of content that are difficult to replicate. At the same time, creators who previously depended on high-volume reposting may have to rethink their strategies.
X’s decision represents a significant shift in its creator economy strategy. By tying rewards more closely to original contributions, the platform is seeking to strengthen the value of authentic content while reducing incentives for recycled material and artificial engagement.
The success of the new programme will ultimately depend on how effectively X can identify genuinely original work, maintain fair eligibility standards and provide creators with a predictable and sustainable source of income.
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