In a recent update, X confirmed that it has started targeting large accounts that “programmatically reupload” content from smaller creators in order to benefit from the platform’s revenue-sharing system. According to X Head of Product Nikita Bier, the company has spent the past month identifying accounts that repost videos, images and other media without properly crediting original creators.
This is huge news for photographers, artists and smaller creators whose work is frequently reposted by large aggregation accounts that generate high engagement through viral content.
Content will redirect towards the original creators
Under the updated approach, X says impressions and monetization benefits tied to reposted content will now be redirected toward the original creator instead of the account that reuploaded the material.
The platform also encouraged users to rely on built-in reposting tools such as “Quote” and “Share Video” instead of downloading and reuploading media manually. According to Bier, these tools preserve attribution while still allowing content to spread across the platform.
X has not fully explained how the system determines ownership in disputed cases; however, the company says it is using new internal processes to identify reposted material and allocate impressions accordingly.
Answered concerns from photographers and creators
Unauthorized reposting has been a long-running issue across social media platforms, particularly for photographers whose work can be easily copied and redistributed without permission.
Creators have expressed how difficult it can be to track unauthorized use of their work across websites and social platforms. Some photographers say reverse image searches frequently uncover commercial or promotional use of images without attribution or licensing agreements.
AI-generated content, repost culture and aggregation accounts are affecting visibility and monetization opportunities for original creators.
By redirecting impressions and payouts back toward original uploads, X says it is attempting to reduce the financial incentive behind reposted content.
While reposting itself is still allowed through native sharing tools, the platform appears to be focusing more directly on how monetization and attribution are handled when original work is copied and reuploaded without permission.