X targets – X says it has begun targeting large accounts that programmatically reupload content from smaller creators to game its creator revenue-sharing system. X’s head of product, Nikita Bier, says the platform is identifying offending posts and redirecting impressions
By the time most creators notice their viral clips have been reposted, the damage is often already done: thousands of impressions have been harvested, engagement has been farmed, and the original uploader can be left scrambling for credit.
On May 23, 2026, X’s head of product, Nikita Bier, said the platform is now actively targeting that entire playbook. His message was blunt: X is going after large accounts that are “programmatically reuploading content from smaller accounts” in a bid to game X’s creator revenue-sharing system.
Bier framed the move as a correction to how monetization is being credited. X says it will identify the posts involved and “allocat[e] the…” impressions and monetization benefits back toward original creators instead of repost aggregators.
He also said X has already started identifying accounts that abuse the system, and that it’s reducing their payouts aggressively. In some cases, repeat offenders reportedly saw creator revenue slashed by as much as 90 percent.
The crackdown isn’t limited to simple reposting, either. X’s actions appear to target accounts that flood timelines with clickbait headlines. recycled videos. rage-bait engagement posts. and rapid-fire aggregation—formats that are designed to keep people scrolling long enough to convert attention into money.
X adds that creators who want to add their own take should use the platform’s built-in interaction features—specifically “Quote” or “Share Video”—so attribution still benefits the original uploader.
The urgency behind the policy is hard to miss because the incentive problem was sitting in plain sight for years. X began rewarding creators primarily based on impressions and engagement. and the platform quickly became flooded with repost accounts farming viral videos. rage-bait politics. “AI slop. ” crypto spam. and recycled posts aimed squarely at chasing monetization payouts.
X. in effect. helped build the conditions where reposting someone else’s content could be faster. easier. and more profitable than producing anything original. That’s exactly the kind of incentive mismatch that turns a platform into a content marketplace where stolen clips compete for ad revenue—often before the original creator is even aware the video has been taken.
Now, with payouts being redirected and abusive accounts being hit hard, X is trying to restore the basic deal: if a clip is viral, the money should land closer to the person who made it.
X Twitter creator revenue sharing repost farms content theft Nikita Bier monetization clickbait rage-bait attribution cybersecurity digital trends