X replaces revenue sharing model with new program centered around original content

On X, it pays to be original. The platform formerly known as Twitter is updating its creator monetization structure to reward accounts that bring “original ideas, expertise, reporting, creativity, and commentary to X.”

That line comes from a post that introduces the Original Content Rewards Program, which will become active on September 8. Starting on that date, X will phase out its Creator Revenue Sharing program and replace it with a new system that rewards “original and authentic content.”

As explained in the post, X defines original content as uploads that reflect “your own voice, perspective, expertise, or creativity.” Both pure originals and meaningful transformations of existing posts can meet that description. Reuploads will not be eligible for rewards, nor will posts that are explicit, misleading, or violative.

Since Elon Musk took over and rebranded X, its creator monetization ecosystem has been in a constant state of flux. Top creators like MrBeast have questioned whether they can generate significant earnings on the platform, many advertisers have fled in response to numerous controversies, and rivals like Bluesky have made compelling counteroffers to X creators.

In response to all those roadblocks, Musk has pledged to make X a better place for creators who want to earn more money. Developments like a gaming program and “Exclusive Threads” paywalls have opened up new forms of monetization for certain creators.

In recent months, as X continues to hunt for creator partners, originality has come into consideration. Original content got a boost in a March 2026 update, and a deepfake crackdown limited the reach of AI-generated material.

By building an entire program around original content, X is looking to make its community more distinct in an era defined by platform-agnostic strategies. Instagram has taken the lead on that front by promoting original content in its algorithm and penalizing accounts that trade in unauthorized reuploads.

On X, prioritizing those posts isn’t so simple. We’re talking, after all, about the platform that, in its Twitter days, made the repost one of its primary metrics. But with a new name and a new focus, X is leaving the past behind and moving toward a future where success requires more than just the retweet button. If you want to see what that future looks like, there’s much more information available on the X website.