As competitors like Meta introduce enhanced creator incentive
payouts, X is furthering its mission to declutter the home feed, announcing
that it has begun to test new recognition tools aimed at boosting monetization revenue opportunities for original content creators over aggregate accounts.
“For this creator payout
cycle, we're experimenting with new tools to identify original authors of content and allocating a portion of revenue to them,” wrote X's head of product Nikita Bier in a recent post.
While reposts and user commentary remain a core part of X's ecosystem,
Bier said that the company wants its creator revenue-sharing program to “incentivize original, high-quality content that brings new value to the Timeline.”
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To do so, X wants to
develop new ways for content creators to make the majority of revenue, compared to users and creators who repost others’ original content.
“If you get out and record content, you
will be rewarded,” Bier stated in a reply to his initial post.
To help incentivize the creation of original content on X, the company has reduced payments of aggregator accounts to 60%
for this payout cycle, with an additional 20% reduction planned for the next cycle.
Bier stated that it became clear to the X
team that “flooding the timeline with 100 stolen reposts and clickbait everyday crowded out real creators and hurt new author growth.” As a result, X is planning to “assign a
permanent deduction to habitual bait posters who use ‘BREAKING’ on every post.”
The X product lead referred to this behavior as a “manipulation of the program”
and its users.
Over the past year, X has made several steps to improve the home feed. Attempting to root out clickbait following plans for a “sleeker” in-stream ad experience, including the
restriction of hashtags or urls in ad text, the limitation of one emoji per ad, and other visual specificities that strive for the avoidance of “unnecessary clutter or
distractions.”>
Last month, X also announced the integration of “Paid Partnership” labels on posts from creators involved with in-feed ads, cutting down on
hashtags.