X to introduce new monetisation rules for content creators

Social media platform X is set to overhaul its content creator monetisation system, replacing its existing revenue-sharing scheme with a new Original Content Rewards programme aimed at prioritising creators who produce original and engaging content.

Under the new programme, creators will be able to earn through the existing system until September 7. Applications for the new programme will open from September 8.

To qualify, creators must be X Premium subscribers, have at least 500 verified followers, and generate a minimum of 500,000 views from verified users within the previous 90 days.

The new system will place greater emphasis on genuinely original material. Content eligible for rewards will include creators’ own photographs and videos, original reporting and analysis, commentary, memes and graphics.

However, simply making minor changes to someone else’s content will not qualify for monetisation. Content copied or downloaded from another account and reposted on a creator’s own account will also not be considered original content.

X said its previous monetisation system had gradually reached a point where its incentives were no longer working as intended.

Allegra Zakia of X said creators should focus on producing new content for the platform rather than simply trying to maximise their earnings.

Earlier in April this year, X introduced changes to its monetisation system aimed at reducing payouts to accounts that primarily aggregate content or rely heavily on engagement-baiting strategies.

With the new programme, X is seeking to shift its creator economy towards original, newly produced content while continuing to refine the rules and incentives over time.