X Offers $1M Creator Bounty Amid Threads Competition

X (formerly Twitter) has unveiled a $1 million incentive program for top-performing content creators, targeting long-form articles as it battles Meta's Threads for user engagement. The platform's Creators account announced the bounty will reward the highest-impact original work exceeding 1,000 words during the next payout period.

The MOVE comes as recent data shows Threads gaining traction among younger demographics, particularly in real-time conversation segments where X previously dominated. Notably, the U.S.-only initiative focuses on X's strongest remaining market, despite the platform's overall diminished standing in social media hierarchies.

This financial gambit follows X's earlier monetization features for verified creators, signaling an escalating arms race in the content creator economy. The bounty system appears strategically designed to retain high-value users who shape platform narratives, though its long-term efficacy against Threads' organic growth remains uncertain.