Trust & safety
Rules & matching
Tutti matches real creators with real brand campaigns. To keep the reward pool fair to everyone earning from it, how accounts match with brand needs gets looked at carefully. This page explains the principles — not the exact criteria, which we deliberately keep internal so they can't be reverse-engineered.
For account states, authenticity checks, content originality and anti-inflation rules, see Account standing.
For which boosts earn, how they're scored, and what doesn't count, see Boost rewards.
Account matching#
When you sign up, we look at your 𝕏 account to see how it matches what the brands here need. What matters is "authentic, organic creator," not "large account" — and not matching yet is about fit, not a quality verdict.
Follower threshold
Brands currently look for a minimum follower count. Below it, you can sign up but won't match yet — keep building your audience and re-check once you've crossed the line. No waiting period applies; the re-check is instant.
Follow structure
Beyond size, the overall structure of your account matters too — for example, a clearly unusual ratio between the accounts you follow and the accounts following you can mean no match for now. This isn't a penalty and nothing is locked: if your follow structure changes, a re-check picks it up right away.
Effective exposure#
Settlement is based on each post's effective exposure — the portion of its total views that counts. For the vast majority of creators it simply equals total views.
Quoting your own posts
Views driven by quoting your own campaign post mostly re-reach your own followers. We identify that gain from the post's actual growth rhythm: in each campaign the first 5,000 views of gain are exempt, and gain beyond that doesn't count toward effective exposure.
What's unaffected
If your post's growth rhythm doesn't change after a self-quote, effective exposure doesn't change — we measure the gain the post actually received, not the quote's popularity. Normal add-context self-quotes almost always stay within the exemption, and other creators interacting with your content is never affected.
This basis applies to campaigns starting on or after July 11, 2026; settled campaigns are unaffected.
Full explanation and examples: Effective exposure, explained