X will reduce payments to accounts flooding the platform with clickbait and rapid-fire news aggregation, the company’s head of product Nikita Bier announced on Friday. The move targets accounts that prioritize speed over accuracy, often reposting unverified information to drive engagement. Bier did not specify how many accounts would be affected or the exact timeline for the changes, but said the decision follows user complaints about low-quality content dominating feeds.
The company’s algorithm currently rewards accounts that generate high interaction rates, regardless of content origin. This has led to a rise in accounts scraping news from other sources and posting it as original material. X now plans to adjust its payment system to favor accounts that produce original reporting or analysis. The shift comes as the platform seeks to improve content quality amid competition with other social media services.
Bier stated that the changes would take effect within weeks, though he did not provide details on how the adjustments would be implemented. The company has faced criticism in recent months over its handling of misinformation and spam accounts. Last year, X introduced new rules to limit the spread of misleading content, but enforcement has remained inconsistent.
The decision reflects growing concerns among advertisers about their ads appearing alongside low-effort content. Major brands have threatened to pull spending from platforms seen as hosting unreliable information. X’s move may pressure other social media companies to adopt similar measures to retain advertiser trust.
Analysts say the change could reshape how content creators monetize on X. Accounts relying on aggregated news or sensational headlines may see their earnings drop, while those producing original work could benefit. The long-term impact on user engagement remains unclear as X continues to refine its policies.
Source: techcrunch.com