Social media platform X has put on hold a proposed change to its revenue-sharing model after concerns were raised that the move could negatively impact creators worldwide.
The decision was announced by X owner Elon Musk, who responded to user feedback highlighting potential drawbacks of the policy.
Proposed policy aimed at localising engagement
The proposed update sought to prioritise impressions from a user’s home country when calculating revenue-sharing payouts. The idea was to encourage more locally relevant content and discourage users from targeting audiences in other countries to maximise engagement.
The move followed the rollout of a new transparency feature that revealed the geographical location of users. This feature exposed several high-engagement accounts commenting on political issues in countries where they were not actually based.
For instance, some accounts actively posting about Indian politics were reportedly found to be operating from neighbouring countries such as Pakistan and Bangladesh.
Company’s rationale behind the change
X’s Head of Product Nikita Bier explained that the policy was designed to reduce attempts to “game” the platform by targeting audiences in specific countries.
He cited examples such as the United States and Japan, which have large user bases and are often the focus of global political discussions.
Bier noted that encouraging creators to build local audiences could lead to more meaningful and diverse conversations on the platform.
Backlash from global users
However, the proposal quickly drew criticism from users, particularly those who create content for international audiences.
One user argued that the change could unfairly penalise creators who use widely spoken languages like English to engage with global audiences despite being based outside English-speaking countries.
Critics also warned that the policy might limit cross-border discussions and reduce the visibility of diverse perspectives.
Musk pauses rollout
Responding to the concerns, Elon Musk stated that the company would pause the rollout of the policy change for now. The decision allows X to reassess the potential impact and consider user feedback before proceeding further.
The move reflects the platform’s responsiveness to creator concerns, especially as monetisation policies remain a key issue for users relying on social media income.
Balancing authenticity and inclusivity
The episode highlights the broader challenge faced by global platforms like X—balancing authenticity in local discourse with the openness of global communication.
While the intent behind the policy was to curb manipulation and ensure region-specific relevance, its unintended consequences for genuine creators prompted a rethink.
Conclusion
With the policy now on hold, X is expected to revisit its approach to revenue sharing, taking into account the needs of both local and global creators. The outcome could shape how digital platforms manage monetisation in an increasingly interconnected online ecosystem.