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Social media platforms are always evolving, but X (formerly Twitter) has been in the spotlight more than ever since its acquisition by Elon Musk.

While the platform’s future direction remains uncertain—especially regarding the return of major advertisers—it still boasts over 429 million users worldwide (Statista), making it a valuable space for audience engagement and brand visibility.

In April 2023, X made its algorithm public, highlighting key factors like community engagement, authoritative content, niche topics, and credibility.

Here’s what we currently know about X’s algorithm and how you can leverage it to enhance your brand’s presence.

X’s latest algorithm incorporates a blend of ranking signals, including recency, virality, relevance, location, and personal interests. In many ways, this updated system functions as multiple algorithms working together.

Beyond its core ranking factors, X has transitioned from a secretive ‘black box’ approach to an open-source model. In a move led by Elon Musk in March 2023, this transparency now offers marketers a clearer path to unlocking the platform’s full potential.

After conducting a user poll, X’s CEO found overwhelming support for making the platform’s algorithm more transparent. In response, X transitioned into an open-source model, allowing anyone to explore its algorithm on GitHub.

However, while this move signals greater transparency, not everyone agrees. Some top developers argue that parts of the released code lack clarity and context. Despite the debate, here’s what we do know about X’s algorithm:

1. Data Aggregation

X collects key data based on your tweets, followers, and activity. According to Aakash Gupta’s Substack, the algorithm not only curates insights based on your follower interactions but also factors in likes and bookmarks, which can provide up to a 30x content boost. Additionally, posts featuring visual media can see a 20x boost in visibility.

2. Feature Formation

Once data is aggregated, X organizes it into feature buckets that analyze:

• Relevant tweet and user segments

• The probability of audience interaction

• Trust, safety, and policy violation checks

The algorithm also uses SimClusters, an AI-driven grouping system that clusters tweets and users based on topics or subject matter, allowing for more precise content targeting.

3. Ranking & Feed Mixing

In the final phase, X ranks and delivers tweets to users using a system called HeavyRanker. This ranking model determines which tweets are most likely to drive engagement and positive interactions. According to Aakash Gupta’s research, HeavyRanker’s probability framework is the most influential ranking factor, with tweets deemed likely to receive positive replies earning up to a 75x content boost.

Now that we’ve covered the key concepts behind X’s algorithm, let’s take a closer look at the platform’s features and ranking signals.

The X algorithm has introduced key platform functions aimed at enhancing content reach:

• Each like now provides an average reach boost of 30x.

• Each retweet increases reach by 20x.

• Each reply contributes a 1x reach boost.

Based on the algorithm’s latest rules and processes, here are key ranking factors to keep in mind:

• Engaging within your network or main topic area can significantly boost your reach, while straying too far from it may result in a visibility penalty.

• This tweet from eco clothing brand Patagonia exemplifies authoritative, timely content. By combining inspiring visuals with a compelling call to action for donations, it achieved strong platform engagement.

A well-known example of poor grammar saw Verizon being widely mocked online, slightly tarnishing its brand reputation. Under X’s current algorithm, such content would likely face even greater penalization.

X’s algorithm also factors in a ‘Reputation Score’ as a key ranking signal. Your visibility on the platform will rise or fall based on the accuracy, transparency, and overall value of your content. If your posts are deemed misleading or offensive, they will be immediately downranked, reducing your reach.

To maximize your Reputation Score and ensure your content reaches the right audience, always verify your sources, double-check your facts, and refine your messaging before posting.

Tweets featuring compelling, high-quality visuals are twice as likely to receive a significant boost on X compared to those without.

To optimize your reach, prioritize incorporating visual media into most of your posts. Additionally, consider reducing your use of hashtags. While hashtags once played a key role in expanding reach, X’s evolving algorithm now prioritizes content discovery in other ways, making excessive hashtags less effective and potentially detrimental to your brand’s authority.

As a best practice, limit yourself to one well-placed hashtag per tweet—or skip them entirely if a relevant, valuable hashtag isn’t available.

By keeping an eye on trending topics in your feed or within your niche, you can draw inspiration for your content.

With X’s updated algorithm, content tied to trending or timely discussions is more likely to gain an extra boost. Stay alert to emerging conversations, engage with relevant topics, and incorporate visuals whenever possible to maximize your reach.

To take advantage of X’s emphasis on ‘clustering’ and relevant subject matter, tagging other brands, accounts, or users can enhance your authority and expand your reach.

When creating content, consider mentioning influencers, thought leaders, or reputable brands and publications in your niche. Tagging them can encourage engagement, spark conversations, and drive interactions—helping your content gain the visibility it needs to stand out.

Utilizing X analytics provides deeper insights into audience engagement and content performance.

By analyzing these key metrics, you can refine your X marketing strategy, ensuring it’s structured for success.

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