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X changes creator payouts to depend on engagement, not ads

As X continues to alienate advertisers, even recently suing a group over their boycott of the platform, the company is shifting its creator payments

As X continues to alienate advertisers, even recently suing a group over their boycott of the platform, the company is shifting its creator payments policy to be less dependent on ads. The shift means creators will instead benefit from posts that drive engagement — a move that could change the type of content that becomes popular on X. Arriving just ahead of the U.S. elections, the move could also prompt increased usage of politically themed rage bait, including misinformation like AI deepfakes, in order to attract attention.

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