How the X (Twitter) Algorithm Works

The “For You” feed on X (formerly known as Twitter) is the platform’s central nervous system, optimized to keep you engaged and scrolling. Unlike the chronological “Following” feed, the “For You” tab is dynamic and highly personalized by an open-source algorithm. Whether you’re a creator, marketer, or casual user, understanding how the X algorithm works can help you maximize the experience on the platform.

Here, we break down the X algorithm, detailing the three core stages it uses to decide which posts you see and the key signals that matter most.

The Three Stages of the ‘For You’ Algorithm

The algorithm processes content in three distinct phases before it reaches your feed. This process ensures the posts you receive are relevant, engaging, and compliant with safety standards.

Stage 1: Candidate Sourcing

In this initial stage, the algorithm gathers thousands of potential posts from two main networks:

• In-network sources: The simplest source is the recent posts from all the accounts you currently follow. Recency is a major factor so that you don’t miss timely content from accounts you want to see.
• Out-of-network sources: One of the most valuable (and fun) aspects of X’s algorithm is discovery. It can introduce you to content from people you don’t follow but might enjoy. These recommendations are primarily driven by three internal graph systems:
  • SimClusters: A system that groups users with similar interests. If you interact with accounts in the “Software Development” cluster, the algorithm pulls relevant content from other high-performing accounts within that same cluster, even if you don’t follow them.
  • TwHIN: The Twitter (X) Home Information Network, which uses deep learning to understand relationships between content, users, and actions, providing a vast pool of contextually relevant posts.
  • Real Graph: This predicts the likelihood that you and another user will engage with each other, recommending posts from accounts you are highly likely to follow or interact with.

This algorithmic analysis of both in- and out-of-network sources happens in the span of a few seconds and is constantly refreshed every time you visit the For You page.

Stage 2: Ranking

After the algorithm has gathered a candidate pool, it uses a powerful machine learning model to rank every single post. Every sourced post is assigned a score based on the predicted probability that you will interact with it. This “likelihood score” is based on your past behavior and how you’ve interacted with similar content.

The algorithm uses hundreds of scoring signals, but the weights given to specific user actions are the biggest factor:

• Highest weight: Replies and Reposts (retweets) are the biggest factor, as they signal the highest value of engagement. Profile visits after seeing a post and time spent viewing the content also receive high weights.
• Medium weight: Likes, link clicks, and bookmarks are valuable but carry less weight than initiating a discussion.
• Negative weight: Actions like muting the author, blocking the author, reporting the content, or clicking “Not Interested” are heavily penalized, drastically reducing the visibility of that content type for you and potentially others.

This scoring system aims to sort the wheat from the chaff to keep you interested and scrolling.

Stage 3: Heuristics, Filters, and Blending

Finally, ranked posts are refined before landing in your feed. All of the posts are checked against content filters, removing anything identified as spam, low-quality, abusive, or non-compliant with platform rules, like explicit content or coordinated disinformation.

To prevent your feed from becoming too repetitive, the algorithm also applies several diversity filters to limit the number of consecutive posts you see from the same author and ensure a healthy blend of in-network and out-of-network posts. Verified accounts also receive a significant, engineered preference, so if you’re wondering why you see a lot of blue checkmarks in your feed, that’s why.

Key Ranking Signals for Creators

Beyond the immediate scoring signals, creators and small business owners should know the other key ranking signals that contribute to an account’s long-term visibility:

• Engagement quality: The focus is on quality over quantity. A post with 10 replies and five reposts will almost always outperform a post with 50 likes and zero replies. Replies are a much stronger form of engagement than likes.
• Recency and consistency: Consistent, regular posting signals to the algorithm that the account is active and reliable.
• Media type priority: The platform generally favors content that keeps users on the app, like native video, images, GIFs, and polls. External links are slightly deprioritized.
• Account credibility: Older, active accounts with a balanced follower/following ratio are generally seen as more trustworthy. Internally, X uses “TweepCred,” a reputation score that determines the initial distribution range of posts. Trusted accounts get a wider test audience.

Understanding these signals can help you build a strategy to reach more people on X.

How to Maximize Reach

Here are a few practical ways to help your content thrive on X:

• Focus on high-value engagement: Design your posts to get an immediate reply or opinion. Use open-ended questions and compelling hooks to encourage readers to click and comment.
• Embrace video: When possible, use native X video. Keep videos under 60 seconds and mobile-optimized, ensuring the first three seconds are engaging enough to keep people watching.
• Post in niche: Stick to three or four core niches. This helps the algorithm accurately place you in the correct SimClusters, ensuring your posts are recommended to the right out-of-network users. 
• Engage early: Actively monitor and engage with the replies and shares on your posts within the first 60 minutes. This shows the algorithm that your content is conversation-worthy, justifying wider distribution.
• Utilize community notes: Always post accurate information. Community Notes can either affirm your credibility or tank your visibility if your post is flagged as misleading.

With these strategies in mind, you can create compelling content that helps get your brand a wider reach on X.