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I'm earning #leo just for posting or via tips?

No, they have ads where all earnings are split between the author, buying $LEO and buying $HIVE. I believe that views bring in revenue, which is split 50% to the Author and 25% is used to buy more Leo and the last 25% is used to buy Hive. So, it evergreens your content and helps the market at the same time.

O so content is king also applies here, good to know

Yes, the key is to make it click worthy