Has the Twitter (X) algorithm changed recently?

This blog post has been written by the person who has mapped all the strategies and examples in our cheatsheets

X's algorithm underwent a massive shift in January 2025 when Elon Musk announced prioritizing "informational/entertaining content" over negative posts.

This change affects every creator on the platform, from small accounts to established influencers.

And if you need to fast-track your growth on X, check all our cheatsheets.

Has X's algorithm actually changed in 2025?

Yes, X's algorithm underwent its most significant transformation in January 2025 with Musk's announcement of prioritizing "unregretted user-seconds."

The change isn't just a minor tweak – it's a fundamental shift in how content gets distributed. The engineering team at @XEng confirmed they're rebuilding the recommendation system from the ground up to favor content that users feel was worth their time, not just content that generates rage-clicks.

This update impacts every aspect of content strategy. Posts that previously went viral through controversy now see 50-70% less reach. Meanwhile, educational threads, entertaining videos, and helpful resources get amplified 3-5x more than before.

The algorithm now uses advanced sentiment analysis to detect negative content patterns. It measures not just engagement metrics but also user satisfaction signals like time spent, profile visits after viewing content, and whether users mute or block accounts after interaction.

Not sure what content to post? We've already collected what works in our cheatsheets.

What algorithm updates rolled out in the past 6 months?

The past six months brought five major algorithm updates that completely changed content distribution on X.

January 2025's positivity update reduced negative content reach by 50% while boosting entertaining and informative posts. December 2024 introduced the SimClusters 2.0 system, grouping users into 145,000 topic-based clusters for better content matching. November 2024 launched the smaller accounts initiative, giving accounts under 10K followers a 40% visibility boost.

October 2024 implemented real-time trending amplification, where content about breaking news gets 10x reach for the first 24 hours. September 2024 rolled out the video-first algorithm, prioritizing videos in the For You feed with 3-5x higher distribution than text posts.

Each update builds on the previous ones, creating a compound effect. Accounts that adapted early to video content saw massive growth when the positivity update launched, as their entertaining videos got double-boosted by both algorithms.

Don't waste time guessing what converts. Steal all the proven strategies instead.

How has X's algorithm evolved over the years?

What content does X prioritize now versus before?

X's content priorities shifted dramatically from engagement-at-any-cost to quality interactions that users value.

Video content now dominates the algorithm, receiving 3-5x more distribution than any other format. Specifically, vertical videos under 60 seconds get the highest boost, followed by native video uploads between 1-3 minutes. GIFs and image carousels also perform well, getting 2x more reach than text-only posts.

The algorithm now heavily weights "meaningful engagement" – comments and quote tweets count 5x more than likes. A post with 100 comments will outperform one with 1,000 likes. Reply depth matters too: threads where the original poster responds to comments get an additional 30% reach boost.

Topic clustering through SimClusters means specialized content performs better than general posts. Accounts that focus on specific niches see 60% better distribution within their topic cluster. The algorithm identifies your primary topics based on your posting history and amplifies content that matches your established expertise.

If your engagement feels flat, we've mapped all the formats that get traction.

What algorithm features are coming but not live yet?

X announced four major algorithm features scheduled for 2025-2026 rollout that will reshape content strategy.

Dynamic feed adjustment will let users tune their algorithm in real-time using sliders for different content types. Want more tech content and less politics? You'll adjust sliders rather than muting keywords. This feature enters beta testing in Q3 2025 with full rollout expected by year-end.

Enhanced AI personalization will analyze reading speed, scroll patterns, and engagement timing to predict content preferences. The system will learn whether you prefer threads or single posts, morning news or evening entertainment, creating unique feed algorithms for each user's behavior patterns.

Cross-platform content verification will fact-check viral posts in real-time by comparing claims across multiple sources. Posts flagged as potentially false will receive 80% less distribution until verified. This system aims to combat misinformation without human moderators.

Creator analytics 2.0 will show exactly why posts succeeded or failed, including which algorithm factors affected reach. Creators will see metrics like "SimCluster match score" and "sentiment analysis rating" for each post.

Where is X heading with these algorithm changes?

X is transforming from a text-based social network into a comprehensive content ecosystem that rivals TikTok, YouTube, and traditional media.

The platform's strategy centers on becoming the primary real-time information and entertainment source. By prioritizing video content and positive engagement, X aims to increase average session time from 31 minutes to over 60 minutes by 2026. The smaller accounts initiative creates a more level playing field, encouraging new creators to join and diversify content.

Monetization drives every algorithm change. X Premium subscribers get 2x visibility boosts, pushing users toward paid tiers. The creator revenue sharing program, combined with algorithm advantages for consistent posters, builds a professional creator class that treats X as their primary platform.

The "everything app" vision means the algorithm will eventually recommend not just posts but also shopping, payments, and services. SimClusters will evolve to match users with products, events, and opportunities based on their interests.

No idea what to tweet today? Browse hundreds of real viral examples.

How should accounts adapt their strategy right now?

Success on X in 2025 requires completely rethinking content strategy around video, engagement, and consistency.

Post frequency matters more than ever – accounts posting 15-30 times daily see 5x more growth than those posting 3 times. But quality trumps quantity: each post needs a clear hook, valuable information, and a conversation starter. Use a content calendar mixing video posts (40%), image posts (30%), text threads (20%), and engagement posts (10%).

Optimize posting times for maximum algorithm boost. Post during 9 AM-12 PM on weekdays when engagement peaks. Wednesday and Friday see 25% higher engagement rates. Avoid posting during major events or breaking news unless your content relates directly to the trending topic.

Build topic authority by focusing 80% of content on 2-3 core subjects. The algorithm tracks topic consistency and rewards accounts that establish clear expertise. Use X Analytics to identify which topics drive most engagement, then double down on those areas.

Still struggling to grow? We mapped hundreds of accounts that cracked the code.

What strategies no longer work due to algorithm changes?

What content tactics work best on X in 2025?

The most effective X strategies in 2025 combine video content, real-time engagement, and topic expertise.

• Vertical video threads: Create 3-5 short videos (30-60 seconds each) that tell a complete story. Post them as a thread with 2-minute intervals. This format gets 400% more engagement than single videos.
• Live commentary threads: During breaking news or events, post real-time updates every 5-10 minutes. Include screenshots, quick analysis, and questions. These threads often hit 1M+ impressions within hours.
• Visual data stories: Transform data into simple, colorful graphics. Post as image carousels with clear insights. Data visualization posts get shared 3x more than text statistics.
• Community challenges: Create weekly challenges related to your niche. Ask followers to share results using a unique format. Challenges generate 10x more user-generated content and engagement.
• Behind-the-scenes video series: Share 60-second daily videos showing your process, mistakes, and learnings. Authenticity drives 2x more profile visits and follows than polished content.

If you're stuck or overwhelmed, skip the guesswork and fast-track your growth with our cheatsheets.

What should creators expect from X's algorithm in 2026?

By 2026, X's algorithm will be virtually unrecognizable from today's version, with AI-driven personalization reaching unprecedented levels.

Predictive content serving will anticipate what users want before they search. The algorithm will analyze patterns like "users who enjoy space content on Monday mornings often want productivity tips by afternoon" and adjust feeds accordingly. This means creators must understand not just what their audience wants, but when they want it.

Voice and audio content will see massive algorithm boosts as X integrates advanced audio features. Podcasts, voice threads, and audio reactions will get preferential treatment, potentially matching video content in reach. Creators should start experimenting with audio formats now to build authority before the full rollout.

Micro-community algorithms will create thousands of sub-platforms within X. Instead of one global trending page, users will see trending topics within their specific SimClusters. A post might go viral within "startup founders in Southeast Asia" without appearing in broader feeds.

Direct monetization will expand beyond ad revenue sharing to include native shopping, paid exclusive content, and subscriber-only features. The algorithm will prioritize creators who use multiple monetization methods, pushing the platform toward a creator-first economy.

How does X's algorithm compare to other platforms?

X's algorithm stands apart from competitors by prioritizing real-time information and text-based discussions alongside video content.

Unlike TikTok's pure entertainment focus, X balances news, education, and entertainment. The algorithm gives breaking news 10x amplification for 24 hours – something TikTok and Instagram actively suppress. This makes X the go-to platform for real-time events, from sports to politics to tech launches.

X's SimClusters system differs from Instagram's interest graph by creating topic-based communities rather than pure behavioral targeting. While Instagram shows you content similar to what you've liked, X shows you content from your topic clusters even if you haven't engaged with that specific creator before.

The platform's approach to creator monetization sets it apart. YouTube shares ad revenue but requires long-form content. TikTok's creator fund pays poorly. X shares ad revenue for any content format and adds subscription options, making it more creator-friendly for diverse content types.

Thinking about your content strategy? Start by seeing what top accounts are doing on X.

How can you detect and prevent shadowbanning?

Shadowbanning on X in 2025 is more sophisticated but also more detectable than ever before.

1. Monitor impression-to-follower ratios: Healthy posts reach 10-50% of followers within 2 hours. If impressions drop below 5% consistently, you're likely shadowbanned. Use X Analytics to track hourly impression data.
2. Test search visibility: Log out and search for your recent posts using unique phrases. If posts don't appear in "Latest" tab within 5 minutes of posting, you're search-banned. This affects 90% of potential reach.
3. Check reply positioning: Have friends reply to popular posts in your niche. If your replies consistently appear in "Show more replies" or "probable spam," you're reply-banned. This cuts engagement by 80%.
4. Analyze follower growth patterns: Sudden stops in follower growth despite consistent posting indicates a shadow ban. Daily follower counts should fluctuate, not flatline at zero.
5. Review TweepCred score: Low credibility scores from interacting with banned accounts can trigger shadowbans. Unfollow and block suspicious accounts that might drag down your score.

Prevention requires consistent, high-quality posting without triggering spam signals. Avoid posting identical content, limit posts to 30 per day, and maintain 60% original content versus retweets. Never use automation for likes or follows, as X's AI detects robotic patterns instantly.

Not getting clicks, likes, or shares? We broke down all the strategies in our cheatsheets.

Conclusion

Sources

1. Economic Times - Elon Musk's Algorithm Announcement
2. X Trending - Algorithm Update Discussion
3. Social Media Today - X Algorithm Entertainment Focus
4. Sprout Social - Twitter Algorithm Guide
5. Social Champ - X Algorithm Analysis
6. GTech - X Algorithm Strategy Guide
7. Opus Pro - X Monetization Playbook 2025
8. TechCrunch - X Smaller Accounts Algorithm Change
9. LinkedIn - Understanding X Algorithms 2025
10. Shaped AI - Twitter's Open Source Algorithm
11. Emfluence - Social Platform Algorithm Priorities 2025
12. Hootsuite - X Content Format Analysis
13. LinkedIn - X Algorithm Viral Growth Guide
14. Twilert - X Engagement Strategies
15. Postel - Small Account Growth on X
16. YouTube - X Shadow Ban Detection
17. BrowserScan - Twitter Shadow Ban Guide
18. Niccd - X Shadow Ban Checker
19. Dicloak - Twitter Shadowban Prevention
20. Barrk Marketing - X Algorithm Update Analysis
21. Brandwatch - X Algorithm Deep Dive
22. GitHub - Twitter Algorithm Source Code
23. Sprout Social - Social Media Algorithms Comparison