May 4, 2023
Every social media platform is constantly evolving, but Twitter (now X) stands out more than others. These days it’s never clear which way Twitter/X will change but with over 350 million active monthly users, there’s plenty of scope for connecting with wider audiences and boosting your brand awareness.
In April 2023, the platform’s algorithm was released publicly, bringing with it a focus on community, authoritative subject matter, niche topics, and trustworthy content.
Let’s look at what we know now about the Twitter/X algorithm and share some tips on how you can use it to your brand-boosting advantage.
The latest Twitter/X algorithm focuses on a cohesive mix of ranking signals including recency, virality, relevance, geographical location, and personal interests. This revamped set of ranking rules are, in many ways, several algorithms rolled into one.
In addition to its evergreen ranking fundamentals, Twitter’s newly-visible inner workings have now shifted from a ‘black box’ (secret) algorithm to one that is now open-source. In a move made by Elon Musk towards the end of March 2023, it’s now possible to unlock the platform’s full marketing potential.
After launching a poll on the platform some while back, the Twitter/X CEO discovered an overwhelming preference to make the platform’s algorithm more transparent. In this new open-source chapter for Twitter/X, anyone who wants to peek under the platform’s bonnet can do so on Github.
But, while Twitter/X has made apparent moves to increase the platform’s transparency, not everyone agrees. In fact, many top developers have stated that parts of the open source code is vague and occasionally lacks context.
While people may be polarized over its transparency, here’s what we do know about Twitter’s algorithm:
Now that we’re up to speed on the essential concepts of Twitter's algorithm, we’re going to glance at some of the platform’s features and ranking signals.
The Twitter algorithm has resulted in these key platform functions which are focused on earning better content reach:
Based on the algorithm’s new rules and processes, here are some key ranking factors or signals to consider:
In this famous example of poor Twitter grammar, Verizon was openly mocked online, putting a slight dent in its brand reputation. Under today’s algorithm, this kind of content is likely to suffer greater penalization from Twitter/X.
In addition to following the best practices mentioned in the ‘ranking signal’ section above, here are some top tips on using the Twitter/X algorithm to your advantage.
Another key ranking signal for Twitter/X comes in the form of a ‘Reputation Score’. Basically, Twitter/X will increase or decrease your visibility based on the value, accuracy, and transparency of your content. If your content or messaging is considered inaccurate or offensive, it will get downranked immediately and your platform visibility will suffer.
To ensure your tweets reach the right people at the right times and serve to boost your Reputation Score, always triple check your sources, facts, and messaging before sending it into the ether.
Well-crafted tweets with relevant and entirely eye-catching visuals are twice as likely to earn a healthy boost on the platform than those without.
In addition to making sure you weave visual media into the lion’s share of your Twitter/X content, you should also start using fewer hashtags. While hashtags were once an effective means of expanding tweet reach, now they could actually harm your brand authority.
As a general rule of thumb, you should use a maximum of one well-placed hashtag per tweet—or none at all if you can’t find a hashtag you deem to be valuable.
If you explore and take note of the trending topics on your feed or related to your niche, you can use them as inspiration for your content.
Under the newly-evident features, content related to trending or timely topics is likely to receive an extra boost. So, keep your eye on emerging topics, start tweeting—and don’t forget to add visuals when you can.
To leverage Twitter’s stronger focus on ‘clustering’ and relevant subject matter, mentioning other brands, accounts or users will boost your platform authority and reach.
When you’re crafting your Twitter/X content, consider influencers, thought-leaders or other authoritative brands or publications in your niche and mention or tag them to spark engagement, conversations, and interactions that will earn you the boost you need to stand out from the crowd.
Working with Twitter/X analytics will also give you a greater insight into how your audience engages with your content as well as how your content is performing.
This melting pot of metrics will ultimately give your Twitter marketing strategy the shape and direction it needs to succeed.
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