X Shares How Its Algorithm Prioritises Reach: What Marketers Should Do Next

Every so often, a platform lifts the curtain on how its feed really works. X has shared fresh guidance on the core signals its algorithm considers when selecting posts for a user’s timeline, along with relative weightings out of 100. Even if your brand is posting less on X, these signals are useful because the logic echoes other networks: platforms tend to reward conversation, relevant behaviour, and strong profile interest.

Below, I’ve pulled out the practical takeaways you can apply on X, and borrow for Instagram, LinkedIn,  and TikTok, too.

The signals X says matter most

While X listed a range of inputs, several themes stand out:

1) Meaningful conversation trumps passive engagement – X gives high weight to the probability a user will reply to a post and that the author will respond back. In short: two-way exchanges are a powerful reach accelerator.

2) Profile curiosity is a strong quality signal – The likelihood a user opens the author’s profile and then likes or replies also ranks highly. If your content prompts people to click through to your profile, and then engage, you’re on the right track.

3) Some “classic” metrics now matter less – X’s documentation places lower weight on favourites (likes) and retweets compared with replies and profile actions. These still count, but they aren’t the main route to distribution.

4) Long video watch time is a weak predictor on X – The probability a user watches at least half of a video is weighted very low. That tracks with how people use X: rapid, newsy scrolling rather than deep video viewing (unlike YouTube or Reels).

What this means for your content (on X and beyond)

• Lead with prompts, not monologues – Ask a sharp question, present a counter-point, or invite expert takes. Your goal is to spark replies that you can join and advance.
• Prioritise reply strategy as much as the post – Block time to respond quickly from the brand handle and relevant spokespeople. The back-and-forth is a ranking signal, so treat replies as content.
• Craft “profile-click worthy” posts – Tease an angle that makes people want to tap your profile: a series, a pinned explainer, or a timely thread. Make sure your bio and pinned post convert that curiosity.
• Keep video short and purposeful on X – Given the low weighting for long watch time, favour snackable clips that drive conversation or clicks, save your long-form for platforms built for it.
• Rethink success metrics – Track replies, reply quality, profile clicks, and follow-through alongside likes/retweets. On other platforms, mirror this with comments, profile visits, saves and shares.

Post blueprint for conversation-led reach

Use this repeatable structure when drafting:

• Hook (≤140 chars): a timely insight, question, or contrarian POV.
• Context (1–2 lines): why it matters today.
• Prompt: “What’s your take?” “Where do you disagree?” “What did we miss?”
• Follow-ups: prepare 2–3 pre-written reply posts to keep the thread moving.
• Profile path: ensure your pinned post/bio gives newcomers a clear next step.

Final thought

Whether or not X is central to your 2025 mix, the pattern is consistent across social: platforms reward conversations that people choose to enter, not broadcast-only updates. Design your posts, and your team process, to earn and nurture that dialogue.