X replaces ‘misaligned’ revenue sharing program with Original Content Rewards
X is winding down its existing Revenue Sharing program.
Social media giant X, owned by Elon Musk through SpaceX, is overhauling its revenue sharing program for influencers and content creators. The new initiative called "Original Content Rewards" will replace the existing scheme, effective September 8, after which existing participants can apply for the new program. Existing participants must maintain their Premium subscription tier and meet certain criteria, including a minimum of 500 verified followers and 500,000 impressions from verified users within 90 days.
The core of the new program focuses on encouraging original content, which can encompass original reporting, analysis, photos, videos, or graphics designed by the poster themselves. Commentary is also valid for the program, but it must include meaningful original value; otherwise, posts that merely copy or re-upload content from other accounts or lack substantial alteration will not qualify. Examples of non-original content include reposting content without transformation.
This shift comes after multiple attempts by X to reform the Revenue Sharing program, which aimed to reduce payments to aggregators and "clickbait" accounts as early as April. However, these changes were met with criticism from popular accounts benefiting from the current system. Following backlash, CEO Elon Musk reversed some of these decisions to give local audiences more weight in determining payouts.
X's Allegra Jacchia, in a post detailing the new program, noted that the previous incentives were misaligned. "Creators should be focused on bringing net new content to the platform instead of maximizing payouts," she stated. Jacchia believes initiating the program with an emphasis on originality is a more effective solution. "We could have kept adding more rules and exceptions, but ultimately the better decision was to start fresh and build a program designed from day one to reward originality." She further added that X will continue to refine the program and raise the bar over time.
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