Understanding the Twitter algorithm, now powering X, holds the key to unlocking the platform’s vast potential. Think about it – 6,000 Tweets shared every second, amounting to 350,000 a minute, or a staggering 200 billion every year. Making your voice heard above the noise isn’t easy, but it’s something you need to do.
Mastering how the X Algorithm works can transform this challenge into an opportunity. It’s how to ensure your Tweets don’t just blend in, but reach the eyes of those who matter most to you. It can boost your reach, drive engagement, and make you a go-to name in your niche.
In short, learning how the X algorithm works can give you a massive advantage. In this guide, we’ll be peeling back the complexity to reveal everything you need to know in a clear, easy-to-understand way. Let’s dive in…
What is the X (Twitter) Algorithm?
The X (Twitter) Algorithm is a machine learning model used by Twitter to rank Tweets based on relevancy. It helps personalize content by prioritizing Tweets that a user might find most interesting or relevant. In short, it’s the automated system that’s responsible for choosing what you see in your feed, and what you find when you search for content on X.
How Does the X Algorithm Work in 2024?
Twitter’s algorithm is constantly learning by monitoring engagement – clicks, likes, Retweets, comments and so on. It uses this information to come up with your own personalized “For You” feed, based on your own preferences and behaviors. In a little more detail, the algorithm focuses on three core areas when ranking and recommending content:
1. Candidate Source
Along with popular Tweets aligned with your interests, the X algorithm considers Tweets from users you follow, Tweets from accounts similar to those you follow, and Tweets from people you don’t follow but might be interested in.
In-Network Sources
The X algorithm uses a “RealGraph” model to select Tweets from people you know (those within your network, and then rank them on the basis of how relevant they are. It’s engineered to predict how likely it is that two users will engage with each other.
Out-of-Network Sources
To recommend Tweets from users outside your network, X adopts two methods. Social Graph tracks engagement across the people you follow, finds users who ‘like’ similar Tweets to you, and chooses Tweets you might be interested in to add to your feed.
Meanwhile, Embedding Spaces directly picks out users and Tweets that align with your interests based on their popularity within topic-specific communities.
2. Ranking
When a Tweet has been chosen by the X algorithm, the ‘Ranking’ process begins. This automated process assigns the Tweet a score, based on how likely you are to engage with it. The Tweet’s score is based on how likely you are to be interested in it and its engagement level (comments, likes, Retweets, etc.)
For example, if you follow several fitness-related accounts, fitness-related Tweets will be awarded a higher number of points. And if one specific Tweet has pulled in lots of likes, high shares, and Retweets, it will have a higher score than a Tweet with less engagement.
3. Heuristics, Filters, and Product Features
Once the Tweets have been ranked, they’re processed on the basis of Heuristics, Filters, and Product Features. This further refines the selection of Tweets a user is likely to be interested in and gain value from, in accordance with the following factors:
Author Diversity: This takes care of mixing Tweets from different authors, ensuring you don’t just get a long list of Tweets from the same author in your feed.
Content Balance: Aims to populate your feed with the right balance of In-Network and Out-of-Network Tweets, keeping things fresh and varied.
Visibility Filtering: If you have blocked or muted any users, you will not see any of their Tweets in your feed.
Social Proof: This checks whether the Out-of-Network Tweets selected by the algorithm have been engaged with by those within your network.
Edited Tweets: Keeps you up to date with the new, updated versions of any Tweets you previously received, which have since been edited.
Feedback-Based Fatigue: Assigns a lower ranking to Tweets that have received any form of negative feedback from other users.
Conversations: Provides context to the replies a Tweet received, by threading them to the original Tweet.
Blacklisted Topics: Twitter will automatically filter any Tweets considered to be spam or those that contain blacklisted content. However, Twitter doesn’t reveal which topics are backlisted.
4 Major X Algorithm Ranking Signals
Much as the X algorithm uses a highly complex mechanism to rank Tweets, its core framework focuses mainly on four major ranking signals. Each of these holds equal value and must therefore be prioritized accordingly:
1. Relevance
The X algorithm carefully considers users’ past behaviors – who they follow, the Tweets they engage with, and their general interactions with other people’s content. This provides an indication of what they’re interested in, and which Tweets are relevant to their interests.
2. Recency
Timeliness is also a big deal, which is why current events and trends rank strongly. The algorithm favors content that’s fresh, up-to-date, and aligned with users’ interests at that exact moment. Hence, the importance of keeping your own output regularly updated.
3. Diversity
Twitter doesn’t want to fill your feed with the same content from the same people. It’s programmed to keep things diverse and dynamic, bringing you interesting and relevant Tweets to check out from a broad range of reputable accounts – inside and outside your network.
4. Media Files
As they generally drive more engagement, visual elements are often rewarded with higher rankings. This includes images, videos, GIFs, polls, infographics – anything that adds an extra layer of interest and depth to a Tweet.
Impact of the X Algorithm on Users and Marketers
Controlling everything you see silently behind the scenes, the X algorithm has a massive impact on all users. Whether you use Twitter for personal or business purposes, it’s crucial to know how the algorithm affects what you see, and who sees you. An overview of the algorithm’s wide-reaching impact:
1. Impact on Users
The Twitter algorithm exists primarily to enhance the user experience. It’s all about giving you a steady stream of what you want, what you need, and what you wouldn’t have discovered without its help.
By predicting what you’re most likely to engage with, it ensures you see Tweets you’ll be interested in, as opposed to just random content. It also heavily influences the ads and promotions you’ll come across.
2. Impact on Marketers
For marketers, it’s vital to know how the algorithm works, so you can align your content and campaigns with its core recommendation signals. By creating diverse, recent, relevant and media-rich content, you can influence the algorithm to show your Tweets to the right people in the right places.
8 Useful Marketing Strategies to Beat the X Algorithm
Can you truly ‘beat’ the Twitter algorithm? No. But what you can do is get it on your side by appealing to it with the right content strategy. Which, contrary to popular belief, doesn’t have to be a difficult job. It’s simply a case of ensuring you prioritize the following:
1. Adhere to Twitter’s Guidelines
To beat the X Algorithm, it’s key to follow Twitter’s main rules: no spam, respect copyright, and ensure your content is appropriate for all audiences. By sticking to these guidelines, you help ensure your content reaches more people, as Twitter prefers content that plays by the rules.
2. Leverage Analytics
Analytics on Twitter offer insights into how your content performs. Look at likes, Retweets, replies, and follower growth. Understanding these metrics can guide you to create content that resonates more with your audience, making the algorithm more likely to showcase your Tweets.
3. Post Consistently
Timing is everything. Posting when your audience is most active increases engagement, which, in turn, tells the X Algorithm your content is worth showing to more people. Use Twitter analytics to find when your followers are online, and schedule your posts accordingly.
4. Get Verified on X (Twitter)
Verification, now accessible through a paid X Premium subscription, offers credibility and visibility advantages, helping your content stand out. With the blue tick, the algorithm views your account as authentic, potentially boosting your content’s reach.
5. Vary Your Output
Mixing up your Tweets with images, videos, and polls alongside text can increase engagement, as different followers prefer different types of content. Trying out long-form posts can also give your audience more value, encouraging further interaction that boosts algorithm favorability.
6. Use Hashtags Properly
Including at least one relevant hashtag makes your Tweet easier to discover in searches and can increase its reach beyond your current followers. This relevancy can significantly influence how the X Algorithm prioritizes and displays your content to a wider audience.
7. Join Relevant Trends
Participating in trends related to your niche can get your content seen by a larger audience interested in that topic. However, relevance is crucial; only jump on trends that align with your brand and audience’s interests, as this strategic alignment can positively impact how the algorithm treats your Tweets.
8. Engage with Your Audience
Maintaining an active presence and interacting with your followers through replies, likes, and Retweets keeps your profile engaging. Responding to comments, asking questions, and creating polls are ways to encourage interaction, making your content more likely to be picked up by the X Algorithm.
Final Thoughts
Now that you know how the X algorithm works, it’s time to show it what you can do. The Truth is, if you’re putting out genuinely great content your audience loves (and plenty of it), you’ll naturally grab the algorithm’s attention and climb the ranks.
Even so, it’s vital to dig a little deeper into the data, analyze your engagement levels, and optimize all aspects of your content strategy. This way, you’ll give the algorithm every reason to see you as a respectable creator and reward you with the exposure you need to hit the big time.
