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Social media platform X has started reducing the reach of accounts that repost videos uploaded by other users, especially those reposting content from smaller creators to make money through its revenue-sharing programme.
Nikita Bier, Head of Product at X, said the platform identified several large accounts that were “programmatically reuploading content” from smaller users without properly crediting them.
“Over the past month, we have identified a number of large accounts that have been programmatically reuploading content from smaller accounts to game the revenue share program and circumvent crediting the original author,” Bier wrote in a post on X.
Elon Musk's X will now detect such reposted videos and transfer the impressions and engagement credit entirely to the original creator instead of the reposting account, he added.
“We are now identifying these posts and allocating the impressions entirely to the creator,” he said.
This means that the original creator of a viral video or meme will get more views, reach, and money from it.
At the same time, pages that mainly repost other people’s content may earn less, becauseX will give rewards to original creators instead of accounts that only share or reupload content.
Bier also advised users who want to react to or discuss a video to use X’s 'Share Video' or 'Quote' features instead of reuploading the content directly. “If you have insightful commentary about a post, we recommend using the Share Video or Quote feature to ensure your posts are properly attributed,” he added.
Some users also complained about a problem with X’s 'Share Video' feature. They said that if a post goes beyond 280 characters, the shared video no longer appears directly in the post and instead turns into a link.
Responding to the issue, Bier said it was a bug and assured users that the problem would be fixed. "Forgot about that bug. Will fix that," he said.
Nikita Bier, Head of Product at X, said the platform identified several large accounts that were “programmatically reuploading content” from smaller users without properly crediting them.
“Over the past month, we have identified a number of large accounts that have been programmatically reuploading content from smaller accounts to game the revenue share program and circumvent crediting the original author,” Bier wrote in a post on X.
Over the past month, we have identified a number of large accounts that have been programmatically reuploading content from smaller accounts to game the revenue
share program and circumvent crediting the original author.
We are now identifying these posts and allocating the…
— Nikita Bier (@nikitabier) May 23, 2026
Elon Musk's X will now detect such reposted videos and transfer the impressions and engagement credit entirely to the original creator instead of the reposting account, he added.
“We are now identifying these posts and allocating the impressions entirely to the creator,” he said.
This means that the original creator of a viral video or meme will get more views, reach, and money from it.
At the same time, pages that mainly repost other people’s content may earn less, becauseX will give rewards to original creators instead of accounts that only share or reupload content.
Bier also advised users who want to react to or discuss a video to use X’s 'Share Video' or 'Quote' features instead of reuploading the content directly. “If you have insightful commentary about a post, we recommend using the Share Video or Quote feature to ensure your posts are properly attributed,” he added.
Some users also complained about a problem with X’s 'Share Video' feature. They said that if a post goes beyond 280 characters, the shared video no longer appears directly in the post and instead turns into a link.
Forgot about that bug. Will fix that.
— Nikita Bier (@nikitabier) May 23, 2026
Responding to the issue, Bier said it was a bug and assured users that the problem would be fixed. "Forgot about that bug. Will fix that," he said.
