On August 7, X officially announced the cessation of the Creator Revenue Sharing program's new registration channel, with the current participants' sharing ending on September 7, and the last payment expected to arrive on September 11.

In its place is a completely new program——Original Content Rewards, which will open for applications on September 8. All participants from the previous program must reapply; there is no automatic transition.

X's official announcement bluntly stated: the old program's "incentive mechanism has become misaligned," and creators should focus on bringing in net new content for the platform rather than maximizing personal income.

In simpler terms, the previous incentive mechanism had supported too many content repurposers, AI-generated content, and interaction-baiting accounts, leading to significant exploitation, prompting X to reset everything.

What exactly has changed between the old and new programs?

The logic of the old program was straightforward: as long as your post received enough views and there were ads in the reply section, you would earn money. Whether your content was an original in-depth analysis or a re-uploaded TikTok video with a watermark, the system treated both equally. This mechanism spawned a large number of "sharing equals income" accounts and turned AI-generated content into a business.

The new program has made fundamental adjustments on three levels.

What constitutes money?

The old program calculated income based on ad revenue sharing; the new program has switched to rewarding based on "qualified impressions". The definition of qualified impressions is quite strict: only counts if Premium paying users see your post in their homepage feed, and the post is at least 50% visible. The same user seeing the same post counts only once. Paid promotions, artificial traffic boosting, and fraudulent views do not count.

What content qualifies?

The new program clearly defines "original content": content that you personally wrote, shot, designed, or produced, reflecting your own voice, opinions, or expertise. Comments, analyses, and interpretations of news events count as original, as long as your contribution is the main source of value in the post.

The following does not count as original: directly copying others' content to upload; downloading from X or other platforms to reupload; making slight modifications such as adding a watermark, changing filters, altering speed, or adding borders; simple repurposing and compiling without substantive viewpoints.

Who can participate?

The threshold has both risen and fallen. The view requirements have dropped from the old program's high threshold to 500,000 premium users' homepage impressions in the past 90 days, while the follower requirement has decreased to 500 verified followers, widening access. However, there is now a review requirement regarding "original content history," along with a continuous compliance mechanism: violations may lead to suspension or permanent removal from the program, and unsuccessful appeals result in a 90-day reapplication ban.

One particularly important note: posting AI-generated videos related to war without marking them as AI statements will face a first-time violation suspension of 90 days, and repeat offenders will be permanently removed.

Practical advice for creators

Immediately check if your account meets the new thresholds. Having 500 verified followers and 500,000 premium users’ homepage impressions are strict criteria. If you’re close, the next month is a sprint window. Note: impressions in the reply section do not count.

From now on, consciously build an "original content history." The new program's review will examine your posting history. If 90% of your past posts are reposts and repurposed content, your application is likely to be denied. You have one month to adjust your content structure until September 8.

Do not post interaction-baiting posts like "like + repost + follow" anymore. The new program's continuous compliance terms explicitly prohibit "soliciting engagements," meaning repeated requests for user interactions can lead to removal from the program.

Understand how "qualified impressions" are calculated.

Only impressions from premium users seeing your post in their homepage feed count. This means a creator's income is directly tied to X's base of Premium subscribers. The more premium users X has, the larger the income pool for creators. This also explains why X is making this adjustment: the old program relied on ad revenue; the new program's underlying logic is to use creator incentives to drive more premium subscriptions.

If your primary content form is commentary and analysis (many crypto KOLs fall into this category), do not worry about "not being original." X's policy documents explicitly state: analysis, interpretation, and commentary on news events are considered original. It does not matter if you use someone else’s material, as long as your judgment and perspectives are the primary value of the post.

What is X gambling on?

Looking at it from a broader perspective, the underlying business logic of this adjustment is not complex.

The old program distributed ad revenue to creators, necessitating X to continually sell more ads to support an increasing number of creators, while the platform's ad revenue has faced pressure since Musk's acquisition. The new program switches the payment basis from ad revenue sharing to Premium user impressions, essentially turning creators into salespeople for Premium subscriptions: the better your content, the more premium users you attract, the more you earn, and the more subscription revenue X generates.

This mirrors OpenAI's logic of making ChatGPT free: acquiring customers at the platform level while monetizing at the ecosystem level. X's "platform tax" is the Premium subscription fee.

Whether the new plan can truly address the issues of repurposing and AI content farms depends on the precision of X's original recognition system. If the review mechanism remains at the level of manual sampling, repurposers only need to disguise their content more skillfully to continue exploiting the system. If X uses its own Grok model for automated original detection, the precision might be unexpectedly high, given X has timestamps for almost all posts, revealing who posted first and who posted later.

Applications open on September 8; for crypto and AI creators, the next month is a window to adjust content strategies.

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