Since Elon Musk took over X, the platform has struggled to maintain a stable relationship with the media and content creators. Public antagonism towards journalists and repeated shifts in strategy have gradually diminished the platform’s role in the dissemination of information. At the start of this year, however, X is attempting a new approach: offering better compensation to creators and broadening access to its long-form articles, hoping to attract more structured writing and, incidentally, support its artificial intelligence ambitions.
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Increased Payments to Attract Higher Quality Content
Following a public discussion on X, Elon Musk instructed his product chief, Nikita Bier, to enhance the payouts from the revenue-sharing program for creators. This sudden generosity is part of a clear strategy. X’s AI products, like Grok, rely heavily on the real-time conversations posted on X. However, while there’s an abundance of immediate reactions, there’s a scarcity of in-depth analyses or verified content. By encouraging creators to publish longer and more thoroughly constructed texts, the platform would not only enrich the database used by the AI but also restore editorial value to the platform itself.
Long Articles Now Available to More Premium Subscribers
Previously exclusive to Premium+ subscribers, the ability to publish articles is now open to all Premium users. This feature allows for the publication of long-form content directly in the feed, without external redirection, and is optimized for reading. For X, the goal is to keep users within its ecosystem and encourage authors to publish directly on the platform rather than merely linking to their own sites. So far, adoption has been minimal, but the combination of broader access and more appealing revenue options could be a game changer, especially for independent creators.
Editorial Strategy Clashing with the Media World
Beyond these updates, the relationship between Elon Musk and journalists remains tense. While X is clearly aiming to capture their content, the head of the platform has never hidden his disdain for much of the traditional press, undermining the credibility of the initiative. Furthermore, recent changes to the subscription model may also confuse the value proposition for both creators and readers. By focusing on long articles and higher payments, X is trying to reposition itself as a bona fide publishing space, but to succeed, it must regain user trust.
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Samantha Klein is a seasoned tech journalist with a sharp focus on Apple and mobile ecosystems. With over a decade of experience, she brings insightful commentary and deep technical understanding to the fast-evolving world of consumer technology.