The engagement farming era on X just got a sunset date as Revenue Sharing ends September 7. The new program pays for original content only: reporting, expertise, and firsthand insight. Reply impressions don't count, engagement bait is banned, and a Community Note kills the

What happened

X is ending its Revenue Sharing program on September 7, and replacing it with a new payout model that only rewards original reporting, expertise and firsthand insight; reply‑post impressions are excluded, engagement‑bait posts are prohibited, and Community Notes can remove content.

Confirmed

Global impact / market context

The change pushes creators toward higher‑quality, original material, which could improve X’s reputation and attract advertisers seeking trustworthy content, while reducing low‑effort, click‑bait posts that currently dominate the platform’s feed, potentially increasing user trust and long‑term engagement.

Analyst inference

X’s move mirrors a wider industry push for quality‑first monetization as platforms face pressure to curb misinformation and low‑value engagement, while advertisers demand safer environments; similar changes have appeared on rival networks seeking sustainable revenue streams.

Analyst inference

What to watch

1. How quickly creators shift their output to meet the new original‑content criteria, affecting the volume of news‑type posts on X and potentially reshaping the platform’s content mix. Analyst inference
2. Whether advertisers increase spending on X as the platform promises higher‑quality content, which could boost revenue for both the company and participating creators. Analyst inference
3. If Community Notes are applied more aggressively, they may suppress engagement‑bait posts, leading to lower overall impression counts but higher average content value for users. Analyst inference

Evidence

• x.com