X Shifts Focus to ‘Original Content Rewards’ for Creators

X has announced the termination of its controversial revenue-sharing program, a move that reflects ongoing changes under Elon Musk's leadership. The new initiative, dubbed the Original Content Rewards program, is set to launch on September 8th, signaling a shift in how the platform engages with its creator community.

To qualify for the Original Content Rewards, creators must have a minimum of 500 verified followers and achieve at least 500,000 Home Timeline impressions from verified users within the last 90 days. This stringent threshold underscores X's intent to attract a more engaged and influential creator base.

The program will reward creators based on "qualified impressions" of their original content, specifically focusing on unique impressions from Premium subscribers. Notably, the post must be at least 50% visible on the Home Timeline feed to count towards these impressions, adding another layer of complexity to how creators strategize their content.

This pivot comes as X aims to monetize previously underutilized handles, indicating a broader strategy to enhance profitability through creator engagement. By rewarding original content, X seeks to foster a more vibrant ecosystem where quality and engagement are prioritized over sheer volume.

For brands, this change presents an opportunity to collaborate with a more curated pool of creators who meet these new standards. Engaging with creators who are incentivized to produce high-quality, original content could lead to more effective and authentic brand partnerships.