Nikita Bier has shared an update about creator earnings on X. Creators will now get more weight for impressions coming from their home region. The idea is to push local content and reduce posts that target users in countries like the US or Japan.
I understand that local conversations are important. Platforms also want to reduce cross-border influence in areas like politics. But this approach feels too broad and doesn’t seem right.
Content today does not stay in one country, especially in tech and entertainment. People in India watch creators like Marques Brownlee, Arun Maini, and Lewis Hilsenteger every day. Their audience is global. They are not creating content for one region. The same is true for many Indian creators. Their content reaches people outside India. This is how the internet works now. Good content travels.
If the goal is to limit cross-border political influence, then the solution should be more focused. Policies should target political content, misinformation, and coordinated campaigns. Applying the same rule to every type of content does not make sense.
Tech, entertainment, and educational content do not carry the same risk. These categories naturally cross borders and build global audiences.
This change creates a strange situation for creators. A creator with a global audience may earn less because their views are spread across countries. At the same time, someone focusing only on local content may earn more.
Not every creator wants to stay limited to one region. Many create content for a wider audience. Platforms like YouTube grew because they allowed this. People follow good content, not geography.
Trying to control this through monetization is not the right way. It may push creators to think small just to earn more. X says this will improve relevance, but it may also reduce content that naturally reaches across borders.
There is a better way to do this. X should balance both sides. It should reward strong performance in the home region, but also value content that performs well globally. Global reach should not feel like a disadvantage.
Political content can be handled differently. X can limit its reach across regions or apply stricter checks there, without affecting other categories. They can also use category-based rules. News and local updates can be more region-focused. Tech, entertainment, and general content should stay open for global reach and fair earnings.
X can also improve discovery for local content without touching payouts. Better recommendations, language-based feeds, and regional trends can help local creators grow.
