X rolls out revenue sharing changes for creators

American microblogging and social networking service, X, formerly known as Twitter, has announced changes to its revenue-sharing model aimed at better rewarding content that aligns with its evolving priorities.

The update was disclosed on Wednesday by Nikita Bier, the platform’s head of product, who revealed that the new system will begin on Thursday.

Under the revised structure, X will place greater emphasis on impressions generated within a creator’s home region. 

The move is designed to promote content that connects more strongly with local audiences, neighbouring countries, and users who share similar languages.

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The company indicated that the change is also intended to reduce the practice of targeting audiences in regions such as the United States and Japan purely to maximise engagement. Instead, the platform aims to encourage more diverse and regionally relevant conversations.

Creators are now being encouraged to focus on building audiences within their local communities, as X seeks to foster a more balanced and globally representative content ecosystem.

The update reads, “Starting Thursday, we’ll be updating our revenue sharing incentives to better reward the content we want on X:

“We will be giving more weight to impressions from your home region—to encourage content that resonates with people in your country, in neighboring countries, and people who speak your language.

“While we appreciate everyone’s opinion on American politics, we hope this will disincentivize gaming the attention of US or Japanese accounts and instead, drive diverse conversations on the platform.

“We invite creators to start building an audience locally. X will be a much richer community when there’s relevant posts for people in all parts of the world.”