Top factors that dictate post reach on X
X has published its latest overview of how it ranks content in its “For You” timeline in order to maximize user engagement. The platform even released its codebase , showing how specific user actions are weighted.
Here are the factors that influence reach and their relative weights (out of 100):
- Reply and engagement: If someone replies to your post and you reply back, that’s the most heavily weighted action (+75).
- Reply alone: A user replying to your post is also significant (+13.5).
- Profile interaction: If someone visits your profile from one post and likes or replies to another post (+12).
- Conversation clicks: Clicking into a post’s conversation and engaging (+11), or simply spending time there (+10).
- Retweets and likes: These help, but are weighted much lower (+1 and +0.5).
- Video views: Watching at least half of a video post adds a tiny boost (+0.005).
For Purdue: So what does that mean for your X strategy? Video posts that prompt people to reply will get you more reach, and engaging with individual commenters will also help to ensure that more of your updates get shown in their feeds. That’s the top-level performance indicator that X is looking to boost, while any engagement and dwell time will help improve your post performance.
Related: Purdue Social Engagement Guide
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