Elon Musk’s X aims to restrict the visibility of accounts sharing others’ videos to encourage original content creation.

The social media platform X has begun limiting the reach of accounts that repost videos from other users, particularly those reproducing content from smaller creators to earn money through its revenue-sharing program.

Nikita Bier, Head of Product at X, stated that the platform has discovered several large accounts that were “programmatically reuploading content” from smaller accounts without giving proper credit.

“Over the past month, we have identified multiple large accounts that have been programmatically reuploading content from smaller accounts to exploit the revenue share program and evade crediting the original creator,” Bier noted 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 recognize these reposted videos and fully transfer the impressions and engagement credit to the original creator instead of the account that reposted, he added.
“We are currently identifying these posts and assigning all impressions to the creator,” he emphasized.

This means that the original creator of a viral video or meme will receive increased views, reach, and earnings from it.

Consequently, pages that primarily repost others’ content may receive less compensation, as X will now reward original creators rather than accounts that merely share or reupload.

Bier also encouraged users wishing to respond to or discuss a video to utilize X’s ‘Share Video’ or ‘Quote’ features instead of directly reuploading the content. “If you have valuable commentary on a post, we suggest using the Share Video or Quote feature to ensure your posts are correctly attributed,” he mentioned.

However, some users raised concerns regarding a glitch in X’s ‘Share Video’ feature, indicating that when a post exceeds 280 characters, the shared video disappears from the post and converts into a link.

Forgot about that bug. Will fix that.

— Nikita Bier (@nikitabier) May 23, 2026

In response to the issue, Bier confirmed it was a mistake and promised users that the problem would be rectified. “Forgot about that bug. Will fix that,” he stated.