The BBC reports finding that dozens of accounts that regularly re-share each other’s posts, are creating an engagement cycle that drives revenue. It alleges that some claim earnings from hundreds to thousands of dollars, with payouts based on premium user engagement in the form of likes, shares, and comments, following changes to X’s payment model in October. In one example from the BBC, an X content creator with the user account “Freedom Uncut” reportedly garners millions of views for its account holder, known as ‘Free’, and earns thousands monthly by sharing provocative AI images and satirical depictions of political figures.

X has faced criticism for what some say is a lenient stance on misinformation. For example, unlike other platforms that restrict earnings from misleading content, X appears to lack strong guidelines on misinformation, raising concerns about whether it incentivises provocative, often false, content. False claims about election fraud and defamatory allegations against candidates are spreading, with some content reaching wider audiences on Facebook and TikTok.

Politicians are increasingly turning to influencers on X for visibility. “Freedom Uncut” reportedly claimed, by the BBC, that local politicians have approached him, while another account, “Brown Eyed Susan” a Kamala Harris supporter, noted that her account, too, has attracted political campaign requests. Many of her most viral posts appear to involve conspiracy theories, illustrating how rapidly misinformation can spread.

To counteract misinformation networks, businesses and users should practise critical fact checking before engaging with or sharing content. Social media platforms could implement stricter monetisation rules and transparent misinformation policies to limit the profitability of sensationalist content. For organisations, promoting media literacy and responsible digital interaction can help shield against the destabilising impact of online disinformation.