X Reduces Creator Payouts for Aggregators and Clickbait

X, the social media platform owned by Elon Musk, announced reductions in creator payouts on Saturday, targeting accounts that post high volumes of aggregated content or clickbait to boost engagement. The changes, detailed by head of product Nikita Bier, aim to prioritize original creators and curb practices that hinder new user growth.

Bier stated that all accounts classified as aggregators—those frequently reposting content—had their payouts cut to 60 percent in the current cycle, with an additional 20 percent reduction planned for the next. He also outlined plans to lower payments for users who habitually label posts as "breaking news" to attract attention. "It became abundantly clear flooding the timeline with 100 stolen reposts and clickbait every day crowded out real creators and hurt new author growth," Bier wrote in a post on the platform. He emphasized that X would not restrict content reach or free speech but would stop compensating what it views as manipulative behavior.

The policy shift follows complaints from several creators who reported sudden demonetizations without prior notice. Dominick McGee, who posts as Dom Lucre and has 1.6 million followers, said he...