Social media platform X is tightening its monetisation policies, announcing sweeping reductions in payments to accounts that rely on clickbait and mass content aggregation, in a move aimed at restoring balance to its creator ecosystem.
The company explained that the decision targets users who flood timelines with reposted content, sensational headlines, and repetitive “breaking news” posts designed to maximise engagement and earnings.
According to X’s head of product, Nikita Bier, the platform has cut payments to these accounts to about 60 percent of previous levels, with an additional reduction expected in the next cycle. The move reflects growing concern within the company that low-quality, high-volume posting is crowding out original creators and undermining user experience.
It became abundantly clear that the practice of flooding feeds with reposts and clickbait was harming the platform, Bier said, noting that such behaviour has stifled the visibility and growth of genuine creators.
The crackdown also extends to accounts that frequently use exaggerated language such as “BREAKING” to attract clicks. These users, often referred to as “bait posters,” will see reduced earnings under the revised policy, as X seeks to discourage engagement-driven manipulation.
Importantly, the company stressed that the changes are not about limiting speech or reach. Instead, they are focused on how content is rewarded financially. “X will never infringe on speech or reach,” Bier said, but added that the platform will no longer compensate for behaviour that exploits its monetisation systems.
The announcement follows reports from several high-profile accounts that their monetisation had been reduced or removed entirely, sparking debate among users about the fairness and transparency of the new system. Some affected creators argue that the changes disproportionately impact accounts that specialise in news aggregation, a format that has long driven engagement on the platform.
However, the shift aligns with a broader strategic pivot. X has been working to prioritise original content and reduce what it sees as “engagement farming,” where users game algorithms through volume and sensationalism rather than substance.
For advertisers and users alike, the move could signal an effort to improve content quality and credibility, especially as concerns around misinformation and low-value content continue to grow across social media platforms.
Still, the changes carry risks. Aggregator accounts often play a significant role in amplifying news and driving traffic, particularly in fast-moving information environments. Reducing their incentives could alter how information spreads on the platform, potentially slowing the viral reach of breaking stories.
For now, X appears willing to take that trade-off. By reshaping how creators are paid, the company is betting that a focus on originality and quality will ultimately strengthen its ecosystem, even if it disrupts some of the behaviours that once defined it.
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Emmanuel Abara Benson is a business journalist and editor covering artificial intelligence, global markets, and emerging technology.
He has previously worked with Business Insider Africa and Nairametrics, reporting on finance, startups, and innovation.
His work focuses on AI, digital economy, and global tech trends.
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