X abandons Revenue Sharing: Original Content Rewards arrive

The announcement: what X announced on August 8, 2026

According to reports by TechCrunch , X is shutting down its existing Revenue Sharing program. The official reason is that the program was considered "misaligned" — meaning structurally misaligned with the platform's goals. In its place, X is introducing the Original Content Rewards , a new economic incentive mechanism for creators.

The change isn't cosmetic. In fact, the previous Revenue Sharing distributed a share of the advertising revenue generated by impressions on creator content. The new system, however, explicitly shifts the rewarding criterion towards the originality of the content produced. Therefore, the underlying logic changes radically.

From impression quantity to content quality: the structural shift

The old Revenue Sharing model had a simple logic: the more impressions you generated, the more you earned. However, this mechanism had produced evident side effects. In fact, it had incentivized the proliferation of low-quality content, news aggregators, repetitive threads, and accounts optimized for volume rather than informational value.

Original Content Rewards seem to address this very distortion. Similar to what other platforms have done — YouTube with its monetization criteria, or Substack with its subscription logic — X is attempting to shift rewards towards those who produce genuinely original content. Consequently, creators who had built their income on the platform through volume strategies will need to recalibrate their approach.

For brands collaborating with creators on X, this change has direct implications. In particular, editorial partners and influencers who distributed branded content might see their economic incentives change. Therefore, collaboration negotiations may require a review of evaluation parameters.

The context: the creator economy in 2026 and pressure on platforms

X's change is not happening in a vacuum. The creator economy has undergone a phase of strong redefinition during 2025 and the first months of 2026. According to analyses by McKinsey , the global creator economy market is worth over 500 billion dollars today. However, the distribution of revenue between platforms and creators remains one of the biggest friction points.

Furthermore, platforms like TikTok, YouTube, and Instagram have already revised their monetization programs in the last eighteen months. Each has tried to balance two conflicting needs: attracting quality creators and maintaining its advertising profitability. X, with its user base more oriented towards textual debate and information, finds itself in a peculiar position.

For this reason, the choice to reward originality — rather than pure engagement — could represent an attempt at competitive differentiation. Conversely, if the system is not sufficiently transparent in its evaluation criteria, it risks generating frustration among the most active creators. The Harvard Business Review had already highlighted how the lack of algorithmic transparency is one of the main reasons for professional creators to abandon platforms.

Immediate impact for brands present on X

For marketing managers handling their brand's presence on X, the change requires careful consideration on multiple levels. First and foremost, it's necessary to evaluate how the incentives of the creators you collaborate with are changing. If the new program rewards originality, creators will be interested in producing more distinctive content — which can be an advantage for brands seeking quality partnerships.

However, there's also an opposite risk. In fact, if the criteria for Original Content Rewards aren't yet clear or stable, some creators might temporarily reduce their activity on the platform while waiting to understand the new rules. Consequently, the organic reach of branded content could see short-term fluctuations.

In addition to this, those who invest in social campaigns on alternative platforms should seize this moment to re-evaluate their budget allocation. We at SHM Studio we suggest not making hasty decisions, but monitoring the program's evolution in the coming weeks before changing established strategies.

What to do now: three operational priorities

In this transition phase, marketing managers can adopt a structured approach in three main directions.

• Map active collaborations with creators on X. It's useful to identify which partners are enrolled in the old Revenue Sharing program and how they might be impacted by the transition. Direct conversation with partner creators is advisable in the short term.
• Review KPIs for organic campaigns on X. If content was evaluated based on generated impressions, it might be appropriate to update measurement parameters towards more qualitative metrics. The digital marketing services by SHM Studio include reviewing social media measurement frameworks.
• Monitor X's official documentation. The technical details of Original Content Rewards are not yet fully public. Therefore, it's crucial to follow the platform's official updates before making structural changes to content strategies.

Finally, for those who also manage the SEO Strategy and the brand's editorial presence, it's worth considering how content produced for X can also be leveraged on other channels. A multi-channel content strategy reduces dependence on individual platforms and their algorithmic changes.

For those who work daily on digital channels

From an operational perspective, X's change confirms a broader trend we're observing across all platforms: the gradual move away from monetization models based purely on volume. This aligns with increasing advertiser pressure for quality advertising environments, far from clickbait or low-value content.

However, the word 'originality' still remains vague without precise operational criteria. Therefore, the risk is that the new program will replicate the same distortions as the previous one, simply optimizing towards a different parameter. The platforms that have had the most success in this transition — as highlighted by The Verge in its analyses on creator models — are those that have managed to combine algorithmic transparency and verifiable evaluation criteria.

For brands, the lesson is always the same: build a digital presence that doesn't solely depend on the incentives of a single platform. Invest in quality copywriting , in a solid web presence and in a AI-powered content strategy remains the most resilient choice in the long run.

Outlook: what to expect in the coming months

In the coming months, attention will focus on two elements. Firstly, the technical details of the Original Content Rewards: how 'original' content is defined and measured, what access thresholds exist, and how the transition is managed for creators already enrolled in the old program.

Secondly, the reaction of the creator market. If the most influential profiles on X perceive the new system as fairer and more profitable, the platform could attract new quality creators. Conversely, if the perception is negative, it could accelerate the migration to competing platforms.

For managers Digital marketing of Italian companies, the advice is to follow this evolution carefully but without immediate operational urgency. Those who wish for a personalized analysis of their social channel mix can contact the SHM Studio team for dedicated consulting. Finally, for further insights on similar topics, our digital update blog , regularly updated with operational analysis for the Italian market.