X is shutting down its much-debated creator revenue-sharing program, a system that has been repeatedly reworked since Elon Musk took over the platform. The company will replace it with a new Original Content Rewards program, set to begin on September 8th. To qualify, creators must meet several requirements, including having at least 500 verified followers and generating a minimum of 500,000 Home Timeline impressions from verified users over the previous 90 days.
Under the new program, payouts will be tied to “qualified impressions” on “original content.” X defines qualified impressions as unique views from Premium subscribers on the Home Timeline feed, with at least 50 percent of the post visible. The question of what counts as original content is more nuanced. According to the guidelines, eligible material can include original reporting or analysis, videos and photos captured by the creator, and graphics or illustrations made by the user, including memes. Commentary and reaction posts may also qualify, provided they “add something meaningful.”
In its announcement, X said the new rewards structure is intended to move the platform away from loophole-driven posting and clickbait. In theory, creators will no longer be able to rely on simply recycling someone else’s content or generating income mainly through replies. Allegra Jacchia, Senior Product Manager, Creators at SpaceXAI, wrote on X that the program is meant to “reward the creators who bring original ideas, expertise, creativity, and unique perspectives to 𝕏 — not those who have become best at gaming the system.”
Creators currently participating in X’s existing revenue-sharing model will continue earning under that system through September 7th.
