As far as I know: there will be some new designs and also the possibility to track your traffic. If your posts bring more traffic then others, you might get an extra bonus. When you do not update, you won't get that chance for the extra bonus, but will still receive the airdrop.
It might be better to have different pots for the standard airdrop (where the rules should be fix for the whole duration, no changes required) and an additional budget for people that actively want to engage, maybe with different/changing signatures, profile pics, measuring the impact, reflinks and whatever ideas will arise in the future. I think this could add some transparency and clarity to the whole process and not potentially punish people that don't keep up-to-date 24/7