X (formerly Twitter) just made things interesting for content creators on the platform. The company announced it's giving away $1 million for the top-performing article during the next payout period, marking one of the largest creator incentives in social media history. 

Elon Musk amplified the announcement on January 17, 2026, sharing the news with his millions of followers. The prize targets creators who publish long-form Articles on X, a feature that was recently expanded to all Premium subscribers. 

What X is looking for 

According to the official announcement from the XCreators account, the platform wants to recognize "high-value, high-impact content that shapes conversation, breaks news and moves culture."


It's a clear signal that X is doubling down on written content, moving beyond the 280-character posts that defined Twitter for years. X Articles allow Premium subscribers to publish formatted long-form content directly on the platform. Think of them as blog posts that live natively within X's ecosystem, complete with rich formatting, images, and embedded posts. 

How to write a winning article 

Alongside the prize announcement, X released a comprehensive guide for creators looking to maximize their article performance. 

Here are the highlights: Start with purpose: Before writing, define what you want readers to think, feel, or do. Know your audience. Craft compelling titles: Avoid generic headlines. The guide suggests "Why 95% of Productivity Advice Fails" instead of "Tips for Better Productivity in 2026." Make it skimmable: Use short paragraphs (2-4 lines), frequent subheadings, bullet points, and bold key insights. 

Most users access X on mobile, so structure matters. Develop a recognizable voice: Write conversationally, not formally. The guide emphasizes using "you" and "your" rather than academic language. Show, don't just tell: Back up claims with data, stories, or examples. 

Embed your own X posts as living proof. Edit ruthlessly: Cut 20-30% of your first draft. Remove filler words like "very" and "really." Add visuals: Images, screenshots, and charts break up text and boost engagement. End strong: Don't fade out. Summarize key points, ask questions to spark replies, or include a clear call to action. 

Growing your audience 

The guide also covers promotion tactics. Tease articles before publishing to build anticipation. Pin new articles to your profile for the first 24-72 hours. 

Break articles into post threads that link back to the full piece. Most importantly, engage with early readers to boost visibility. For creators with subscriptions enabled, X recommends using soft paywalls strategically. 

Offer some free content to attract new readers while reserving premium depth for paying subscribers.

What creators are saying 

The announcement sparked immediate reactions. Some creators joked about using AI to write entries, while others questioned why the platform chose one massive prize instead of distributing smaller amounts to more creators. 

Australian creator Drew Pavlou noted that only Americans appear eligible, calling for X to expand access globally. The competition comes as X continues investing in creator monetization. 

The platform recently expanded article access to all Premium subscribers, a move designed to position X as a serious alternative to traditional publishing platforms. 

Whether the $1 million prize will generate the kind of groundbreaking content X hopes for remains to be seen. But it's certainly grabbed creators' attention.