X’s creator payouts are changing, and original content is the new currency

X, the social media platform, is transforming its creator payment structure with the introduction of a new program called Original Content Rewards. This shift comes after the discontinuation of the criticized Creator Revenue Sharing initiative. Beginning on September 8, 2026, X aims to prioritize original, high-quality content over mere engagement metrics.

Creators will now earn rewards based on "qualified impressions" generated by their unique, original content. This includes original reporting, analysis, videos, photos, graphics, and even memes, as long as they provide meaningful value. Commentary and reactions that add substance rather than merely recycling existing content are also eligible.

X's Senior Product Manager for Creators, Allegra Jacchia, emphasized that the new program seeks to reward creators who contribute original ideas, expertise, creativity, and unique perspectives. This change is particularly pertinent in light of X's efforts to combat content farming and reposting of stolen viral material. The new system discourages creators from merely reposting popular videos for monetization.

Instead, X encourages creators to produce original videos, live streams, commentary, reporting, and other content that encourages user engagement. To qualify for Original Content Rewards, creators must meet certain criteria, such as having at least 500 verified followers and 500,000 Home Timeline impressions from verified users over the past 90 days.

X's move reflects a broader strategy to attract video creators and incentivize the creation of more engaging, original content on the platform. The change aims to foster a community focused on authentic, high-quality content, rather than recycled or AI-generated material.