X revamps creator payouts with Original Content Rewards program

X, the social media platform owned by Elon Musk, is overhauling its creator compensation model by phasing out the existing Revenue Sharing program and introducing Original Content Rewards. The transition aims to realign incentives, encouraging creators to focus on producing new, original material rather than optimizing existing payout structures.

Starting September 8, creators can apply for the new program, which will require a subscription to one of X's Premium tiers. Eligibility also includes meeting specific thresholds: 500 verified followers and 500,000 Home Timeline impressions from verified users within a 90-day period. X clarified that original content can encompass original reporting, analysis, self-created photos and videos, and designed memes or graphics. Commentary is also eligible, provided it adds meaningful original value.

The company explicitly stated that content merely copied from another account, downloaded and re-uploaded, or reposted without significant transformation will not qualify for rewards. This move follows previous attempts by X to reform the revenue sharing system, including efforts in April to reduce payments to aggregators and clickbait accounts, some of which were reversed due to user backlash.

Allegra Jacchia, an executive at X, explained that the previous program's incentives had become misaligned, leading creators to prioritize payout maximization over content creation. She emphasized that the decision to start fresh with a program designed to reward originality was the better path forward, with plans to continuously refine the program and raise its standards over time.