What kind of content does the X algorithm prioritize today?

This comprehensive guide reveals exactly what content the X algorithm prioritizes in 2025, based on recent algorithm changes that shifted focus toward entertainment value and video-first content. All the strategies and examples have been mapped in our cheatsheets

The X algorithm underwent its most significant transformation in January 2025 when Elon Musk announced a fundamental shift toward prioritizing "informational/entertaining" content over negative engagement bait.

This change represents a complete departure from the previous engagement-at-any-cost model, now focusing on maximizing "unregretted user-seconds" rather than simple time-on-platform metrics. The algorithm now processes 500 million daily posts through a sophisticated three-stage system that heavily favors video content, with native videos receiving 10x more distribution than text-only posts.

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What content did X prioritize from 2020-2023 and how did priorities shift each year?

X's algorithm evolved from a simple chronological feed in 2020 to a sophisticated machine learning system by 2023.

In 2020-2021, the platform maintained a relatively straightforward engagement-based ranking system that primarily considered likes, retweets, and replies. The algorithm favored content that generated quick interactions, regardless of content quality or user satisfaction.

2022 marked the beginning of significant changes when X started implementing more sophisticated content filtering and began testing different ranking signals. The platform introduced the concept of "candidate sourcing" where the algorithm would identify approximately 1,500 potential tweets for each user's timeline.

The most transformative year was 2023, when X open-sourced its recommendation algorithm in April, revealing a three-stage process: candidate sourcing, machine learning-based ranking, and content filtering. This transparency showed that the algorithm had evolved to consider author diversity, user preferences, and content freshness alongside traditional engagement metrics.

By late 2023, the algorithm was already showing preference for video content and real-time commentary, setting the stage for the major entertainment-focused shift that would come in 2025.

What are the most significant algorithm changes in the past 6 months?

The January 2025 entertainment focus shift represents the most dramatic algorithm change in X's history.

Elon Musk announced this fundamental pivot away from content that technically grows user engagement toward content that maximizes "unregretted user-seconds." This change immediately deprioritized rage-bait, controversial content, and engagement manipulation tactics that previously drove platform growth.

In March 2025, X added video response capabilities, allowing users to respond to posts with video reactions. This feature further emphasized the platform's shift toward video-first content consumption and creation.

May 2025 brought the experimental replacement of the traditional heart icon with a thumbs-up engagement button, testing user response to different interaction methods. While seemingly minor, this change affects how the algorithm interprets user satisfaction signals.

The most concerning trend has been the 50% decline in Community Notes usage since January 2025, with monthly submissions dropping from nearly 120,000 to fewer than 60,000 by May. This suggests either reduced misinformation or decreased community engagement with fact-checking features.

Which upcoming features have been officially announced but not yet implemented?

X has announced several major features that will further transform the platform's algorithm and user experience.

Enhanced payment systems for peer-to-peer transactions are in development, supporting X's vision of becoming an "everything app" where social media, commerce, and financial services converge. These payment features will likely influence content prioritization toward commerce-friendly posts.

Advanced AI-powered content recommendations using more sophisticated personalization algorithms are planned for late 2025. These improvements will make content discovery more targeted and potentially reduce the reach of broadly appealing content in favor of niche-specific material.

Improved video infrastructure with longer upload capabilities and AI-powered editing tools will further cement X's position as a video-first platform. Custom video thumbnails and enhanced video presentation features are also in development.

Group calling functionality and file sharing in direct messages represent X's expansion beyond public content sharing toward more comprehensive communication features, potentially affecting how the algorithm weighs private versus public engagement.

What direction is the algorithm moving toward based on recent changes?

X is transforming from a traditional social network into a real-time discovery engine with strong video-first characteristics.

The platform now resembles TikTok's model more than traditional Twitter, with 8 out of 10 user sessions revolving around video content consumption. This shift indicates that text-based social networking is becoming secondary to visual entertainment and information consumption.

The algorithm is moving toward a pay-to-play model where premium subscribers receive significant advantages. With premium posts showing 30% higher visibility, X is creating a two-tier system that prioritizes paid users over free accounts.

Real-time discovery is becoming the core function, with the algorithm heavily favoring content that breaks news, asks provocative questions, or ties into trending conversations. This represents a shift from social networking toward information consumption and current events discussion.

The entertainment focus signals X's intention to compete directly with short-form video platforms while maintaining its strength in real-time information sharing. This hybrid approach suggests future algorithm updates will continue balancing entertainment value with informational utility.

What specific content types are currently favored by X's algorithm in 2025?

Video content dominates X's current algorithm priorities, with native videos receiving 10x more distribution than text-only posts.

Short-form vertical videos that keep users engaged for longer periods perform exceptionally well, particularly when they maintain viewer attention for at least 60% of the video duration. Horizontal format videos also show strong performance, especially for educational or news-related content.

Real-time commentary on trending topics and breaking news receives massive algorithmic boosts, but timing is crucial. Content creators who comment on trending conversations within 1-2 hours of emergence see significantly higher reach than those who join later.

Interactive content that encourages replies and meaningful conversations outperforms passive consumption content. The algorithm now prioritizes posts that generate profile clicks, dwell time, and substantive responses over simple likes and retweets.

Niche-specific content within defined topic clusters (SimClusters) receives preferential treatment. Rather than trying to appeal to everyone, content that serves specific communities or interests often achieves better reach within those target audiences.

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What content strategies used to work but no longer perform well?

External link-heavy content now receives significantly reduced distribution as X prioritizes native content experiences.

Hashtag spamming, once a viable growth tactic, is now actively penalized by the algorithm. Posts with excessive or irrelevant hashtags see dramatically reduced reach compared to those using 1-2 relevant tags or none at all.

Cross-platform content duplication without platform-specific optimization no longer performs well. Content that appears identical across multiple platforms is deprioritized in favor of native, platform-optimized posts.

Sporadic posting patterns have become ineffective as consistency has become crucial for algorithmic favor. Accounts that post irregularly struggle to maintain visibility even when individual posts have high engagement potential.

Pure text-only posts without visual elements perform poorly compared to content that includes images, videos, or other visual components. The algorithm's video-first approach extends to favoring any visual content over plain text.

Promotional content without genuine engagement value is increasingly filtered out. Direct sales pitches and obvious advertising receive minimal organic reach unless they provide substantial entertainment or informational value.

What new content formats are emerging as high-performing?

Video responses to trending posts have become a powerful engagement strategy since the March 2025 feature launch.

Real-time video commentary on breaking news events performs exceptionally well, especially when creators provide unique perspectives or behind-the-scenes insights. These videos often receive algorithmic boosts during trending news cycles.

Interactive video content that includes polls, questions, or calls-to-action within the video itself shows strong performance. The algorithm rewards content that generates meaningful engagement beyond passive viewing.

Behind-the-scenes content and process videos have gained significant traction, particularly in niche communities. Content showing how things work, are made, or developed receives higher engagement rates than polished promotional material.

Thread-style video series where creators break down complex topics across multiple short videos are performing well. This format combines X's real-time conversation strength with its new video-first approach.

Native live streaming during trending events or news cycles receives substantial algorithmic promotion, though creators must maintain high engagement throughout the stream to sustain reach.

What should creators expect in 2026 if current trends continue?

Video monetization opportunities will likely expand significantly as X develops its creator economy infrastructure.

Enhanced AI-powered personalization will make content discovery more sophisticated but potentially reduce broad reach in favor of highly targeted audience segments. Creators will need to focus more on serving specific niches rather than appealing to general audiences.

The premium feature disparity will likely increase, creating a more pronounced two-tier system where free accounts face significant reach limitations. Serious content creators will find X Premium subscriptions essential rather than optional.

Greater emphasis on payment integration suggests creators should prepare for more direct monetization opportunities through the platform, including tips, subscriptions, and commerce features integrated into content.

The evolution toward an "everything app" means content creators should prepare for a more integrated ecosystem where social media, payments, and content creation converge into a unified experience. This will likely favor creators who can adapt to multiple content formats and revenue streams.

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How do other platforms' algorithm changes compare to X's direction?

X's current engagement rate of 2.31% positions it favorably compared to other major platforms in 2025.

Instagram is moving toward "intent-based engagement" with increased emphasis on searchability and contextual storytelling, contrasting with X's real-time focus. LinkedIn prioritizes authority and authenticity with longer-form content, while TikTok maintains its "relevance over reach" approach with highly targeted content delivery.

The key difference is X's unique position as a real-time information platform transitioning to entertainment, while other platforms either focus purely on entertainment (TikTok) or professional networking (LinkedIn).

How should accounts adjust posting frequency, timing, and content mix?

Optimal posting frequency has increased dramatically, with successful accounts now posting 15-30 times daily without audience fatigue.

The algorithm rewards consistency above sporadic high-quality posts. Accounts posting fewer than 3 times daily struggle to maintain visibility, while those posting 15+ times daily see significant engagement boosts. The maximum effective frequency appears to be around 30 posts daily before diminishing returns set in.

Peak engagement occurs at 9 AM on Wednesday, representing the single best posting time across all demographics. Weekday patterns show optimal posting windows from 8 AM to 11 AM, with a secondary peak at 3 PM. Weekend posting from 9 AM to 8 PM shows generally lower engagement but less competition.

Content mix should prioritize 70% video content, 20% image-based posts, and only 10% text-only content. This ratio aligns with the algorithm's video-first approach while maintaining diversity for audience preferences.

Real-time responsiveness has become crucial. Accounts should monitor trending topics throughout the day and be prepared to create relevant content within 1-2 hours of trends emerging to maximize algorithmic reach.

What engagement signals does the algorithm prioritize now versus previous years?

The algorithm has shifted from quantity metrics to quality engagement signals that indicate genuine user interest.

Profile clicks now carry more weight than traditional likes or retweets, indicating the algorithm values content that generates curiosity about the creator. Dwell time and how long users spend viewing content has become a primary ranking factor.

Video completion rates are crucial for video content, with 60%+ completion rates for videos under 30 seconds considered strong performance. For longer videos, the algorithm tracks engagement throughout the duration rather than just initial views.

Meaningful replies that generate conversation threads receive higher algorithmic value than superficial comments. The algorithm can distinguish between genuine engagement and engagement-bait responses.

Engagement from non-followers serves as a key growth indicator, suggesting content has broad appeal beyond existing audiences. This metric heavily influences whether content receives wider distribution beyond immediate followers.

Current engagement rate expectations have evolved: strong engagement ranges from 0.02% to 0.09%, while high-performing content exceeds 0.33%. These benchmarks represent significant changes from previous years when lower rates were considered successful.

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Which native features currently receive algorithmic favor?

X Spaces (live audio conversations) receive significant algorithmic promotion when active, especially during trending news events or scheduled discussions.

Long-form content capabilities through X Premium allow for detailed posts that the algorithm treats favorably, particularly when they generate extended engagement and discussion. These posts often receive broader distribution than character-limited content.

Community features, including Community Notes (despite declining usage), still receive algorithmic favor when users actively participate in fact-checking and information verification processes.

Native video tools, including the upcoming AI-powered editing features and custom thumbnails, will likely receive promotional algorithmic treatment as X encourages adoption of new features.

Direct message conversations that reference public posts can boost the original post's algorithmic performance, as the platform tracks cross-feature engagement as a quality signal.

The recently introduced video response feature receives algorithmic promotion, with video replies often achieving higher visibility than traditional text responses to the same content.

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Conclusion

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