Elon Musk has instructed X, the social media platform formerly known as Twitter, to significantly raise payouts for creators as part of a broader strategy to compete more aggressively with YouTube and attract top video talent.
The move comes amid growing competition for original content and increasing pressure from AI-driven platforms reshaping the digital media landscape. Musk openly acknowledged that current creator payments on X are insufficient and, in some cases, inaccurately calculated, making the platform less attractive for professional video creators seeking sustainable income.
The directive became public following a post on X in which a user called for higher creator payouts. Musk responded directly, tagging X’s Head of Product, Nikita Bier, and stating, “Ok, let’s do it, but rigorously enforcing no gaming of the system.” The response signaled Musk’s dual focus on boosting creator earnings while maintaining platform integrity.
Bier quickly confirmed that the company was already taking action. In his reply, he assured Musk that X was “on it” and revealed that the platform has developed a new system designed to eliminate artificial engagement and fraudulent activity. According to Bier, the updated approach could remove as much as 99 percent of fraud, addressing longstanding concerns around bots and manipulated metrics.
The push to increase payouts reflects Musk’s ambition to position X as a serious alternative to YouTube, particularly for video creators who rely on monetization to sustain their work. By promising higher earnings—potentially exceeding YouTube’s payouts in certain areas—X hopes to draw creators looking for better financial incentives and fewer restrictions.
This development marks another step in Musk’s broader vision to transform X into a full-scale content and media platform, where creators can earn reliably while audiences engage with high-quality, original video. As changes roll out, industry observers will be watching closely to see whether higher payouts and stricter anti-fraud measures are enough to shift creator loyalty in an increasingly competitive digital economy.
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