X, the social media platform formerly known as Twitter, has officially announced the shutdown of its creator revenue-sharing programme. The final payments to eligible creators under the existing scheme are scheduled to be made in September, according to an announcement on Thursday. The move marks a significant shift in how the platform monetizes user-generated content.
Programme Shutdown Timeline and Final Payments
The platform, owned by Elon Musk, confirmed that new applications for the existing revenue-sharing programme were closed on August 7. The final payment cycle will cover eligible earnings through September 7, ensuring that existing creators receive their dues before the programme is fully phased out. This decision impacts a wide range of content creators who have been earning from engagement on their posts.
The revenue-sharing programme, which was introduced in 2023, allowed eligible creators to earn money from the engagement generated by their posts. Participation was limited to users who subscribed to a paid X Premium plan and met the platform's eligibility requirements, including a minimum number of followers and impressions.
Reasons Behind the Shutdown
X cited concerns that the programme's incentives had inadvertently encouraged some users to repurpose or repost existing content rather than produce original material. This led to a decline in content quality and originality on the platform. Allegra Jacchia, X's head of creators, explained that the company had decided to replace the programme with a new system focused on rewarding original content.
“We are committed to fostering a creator economy that values originality and creativity,” Jacchia said in a statement. “The new Original Content Rewards programme will ensure that creators who contribute unique ideas and insights are properly compensated.”
Introduction of Original Content Rewards Programme
The new Original Content Rewards programme is designed to address these concerns by rewarding creators based on qualified impressions generated by their original posts. Payments will be made every two weeks, provided creators and their content continue to meet the programme's requirements. This frequent payout schedule is intended to provide a steady income stream for active creators.
X said original content could include threads, videos, memes, original reporting, analysis, commentary, reactions, photographs, graphics, illustrations, and other creative work. Material that meaningfully transforms existing content through original analysis, narration, humour, or creative editing may also qualify. This broad definition aims to capture a wide range of creative output.
Eligibility and Application Process
For now, only creators already participating in the existing revenue-sharing programme can join the new rewards system. To qualify, creators must be at least 18 years old, live in an eligible country, have a Personal or Business account, and subscribe to a premium X plan. They must also have at least 500 verified followers and generate at least 500,000 Home Timeline impressions from verified users within a 90-day period.
X said applications for the new programme can be submitted through Creator Studio. Applicants who are rejected will be allowed to appeal once and can reapply after 90 days if they continue to meet the requirements. This process ensures that only genuine creators who adhere to the platform's standards are rewarded.
Payout Schedule and Transition
Existing creators will receive their final payments under the old programme, with the last payment covering earnings through September 7. The first payout under the new Original Content Rewards programme is scheduled for August 28, while eligible creators who enrol from September 8 are expected to receive their first payment on September 25. This staggered timeline allows for a smooth transition between the two programmes.
The announcement has been met with mixed reactions from the creator community. Some welcome the focus on originality, while others express concerns about the stricter eligibility criteria. However, X remains optimistic that the new programme will enhance the quality of content on the platform and provide better rewards for genuine creators.
