X Cuts Payments to Aggregators to Boost Original Content Creators
X is changing how it pays creators. The platform is reducing payouts for aggregator accounts. These accounts often repost content or share rapid news updates. However, X now wants to reward original creators instead. As a result, the platform is reshaping its monetization strategy. X has already reduced payouts for aggregators by around 60%. In addition, further cuts of about 20% are expected in the next cycle. The company says these accounts flood timelines with reposted or low-quality content. Therefore, it no longer wants to financially reward this behavior. Some users who relied on reposting have already seen earnings drop. As a result, backlash from affected creators is growing.
X is also targeting clickbait tactics. For example, accounts that overuse phrases like “BREAKING” may face penalties. The platform argues that these strategies manipulate engagement. In addition, they crowd out original voices. This move aims to reduce “engagement farming.” That practice involves posting provocative or recycled content to boost views and revenue.
A Push for Higher-Quality Content
The new system focuses on originality. X is testing tools to identify the original creator of a post. As a result, revenue can go directly to those who produce content. This approach may improve the overall user experience. It could also encourage more thoughtful and creative posts.
What It Means for Creators
This change creates winners and losers. Original creators may earn more under the new model. However, aggregator accounts could struggle to stay profitable. Therefore, many may need to change their content strategy. Some critics argue the rules may be unclear. Others worry that smaller creators could be affected by mistakes. X is trying to fix its content ecosystem. The platform wants quality over quantity. This shift reflects a wider trend across social media. Platforms now reward originality instead of viral reposts. As a result, the future of creator earnings may depend on one key factor—creating something truly original.
