X Aims To Reward Original Creators, Targets Aggregators

X is intensifying efforts to ensure original content creators receive proper credit and revenue through its creator monetization program. In a recent update, X Head of Product Nikita Bier announced that the platform has identified large accounts systematically re-uploading content from smaller creators to exploit the revenue share system. X is now reallocating impressions from these aggregator posts back to the original authors.

The move aims to discourage content scraping and reward the effort of creating original material. Bier recommended that users add insightful commentary using the platform’s Quote or Share Video features to ensure proper attribution. This is part of a broader initiative to improve content quality on X and reduce low-value or spam-like posts.

The changes come as X continues refining its creator economy tools. Earlier actions included cracking down on repetitive crypto promotional replies and attempts to limit excessive foreign politics content (though the latter was reportedly paused by Elon Musk). These steps are also intended to improve the overall quality of the platform’s data stream, which feeds into xAI’s Grok chatbot and other AI systems.

Aggregator accounts have historically amplified dating-related trends, tips, and discussions. Reducing their reach may decrease overall volume but could elevate more authentic voices in the space.

Only about 20% of X users post regularly, so any reduction in aggregator activity could impact overall engagement. However, X appears committed to building a richer, more original timeline. The long-term effects on creator participation and advertising effectiveness remain to be seen, but the platform is clearly prioritizing originality over sheer volume.