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Last week, Nikita Bier, X’s head of product, declared that his top priority was fixing the platform’s creator program. Bier, like Instagram’s Adam Mosseri and YouTube’s Tiffany Matloob, had zeroed in on a growing issue that threatens social media’s value as a whole: the slop-maximizing explosion of so-called aggregator accounts, which upload endless clips and ripped-off videos and repost engagement bait to scam ad revenue payouts. As Bier said, “If we don’t fix this, X will become a media property composed of 50 accounts, instead of a social network.”
