How Does The Twitter Algorithm Work in 2024

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You're scrolling through Twitter and seeing a post with thousands of likes and retweets. You click on it, and it's a tweet about a dog wearing a sweater. You think, “How does this random tweet about a dog have so much engagement?” You start to wonder if your posts have the same potential to go viral. If you’ve ever been in a situation like this, you’re not alone. Many Twitter users aim to create viral content, yet few understand how the Twitter algorithm works and how it can help them boost their engagement. Learning How to Go Viral on Twitter could be the key to maximizing your reach and making the most of your tweets.

Understanding how the Twitter algorithm works is crucial for enhancing social media engagement and performance. In this guide, we’ll break down how the Twitter algorithm works, look at the different factors that influence it, and provide actionable tips to help you create content that aligns with the algorithm to boost your social media engagement and go viral on Twitter.

What Is Twitter Algorithm

The Twitter algorithm—the X algorithm—determines what appears in your For You feed. When you log in to Twitter, there are two feeds to choose from: the Following tab and the For You tab. Following displays posts from all your followed accounts in reverse chronological order—whoever posted most recently will be featured at the top of the feed. The For You tab, on the other hand, compiles posts that X/Twitter thinks you’ll be interested in.

Everyone’s For You tab is different: some posts might be from folks you already follow, but others might be from new accounts. It can include tweets posted that day alongside older tweets that have gotten much attention. The algorithm curates each user’s feed, considering your behavior on the site—your likes, your mutes, and everything in between—and the behavior of people like you.

What Metrics Matter for the Twitter Algorithm?

On X (formerly Twitter), specific actions make your tweets more likely to be seen by others. Here are the critical metrics for the Twitter algorithm:

Likes

The more likes your tweet gets, the more likely it is to be noticed and shown to more people.

Retweets

If people retweet your tweet, they find it worth sharing, which helps it spread further.

Replies

When a tweet sparks a conversation and gets replies, it stays visible longer.

Shares (quote tweets)

When someone adds their comment to your tweet and shares it, it can reach a new audience.

Views (impressions)

The number of times people see your tweet matters, too, as higher visibility can lead to more engagement.

Overall engagement

The more people interact with your tweet—whether through likes, retweets, or replies—the more likely it is to be seen by others.

How Does The Twitter Algorithm Work

What Is the Twitter Algorithm?

The Twitter algorithm is a recommendation system that uses machine learning to curate content for users’ feeds. It crunches a constant data stream to surface posts that users will enjoy most.

Part 1: Candidate Sourcing

The algorithm picks 1,500 tweets from people you follow, those whose tweets you might be interested in based on your previous engagement, and those of people like you.

Part 2: Ranking Tweets

Twitter takes those 1,500 tweets and ranks them using a machine learning model, giving different actions different weights. Suppose you’re likely to reply to a tweet based on your previous actions; that tweet gets ranked a little higher. If you’re likely to report a tweet, that post will lose points. The tweets you’ll most likely interact with will be at the top.

Part 3: Heuristics, Filters, and Product Features

Next, the Twitter algorithm removes people you’ve muted or blocked from that list of 1,500 tweets and balances the number of tweets coming from your followed accounts with those from recommended accounts, so you have a nice mix. Twitter will also ensure there aren’t too many tweets from one author.

Part 4: Mixing and Serving Tweets

Lastly, the Twitter algorithm will sprinkle sponsored content with organic tweets in the feed.

Sound like a lot? Well, that’s because it is—and it’s happening in the blink of an eye. According to X, the process above runs approximately 5 billion times per day and, on average, takes just 1.5 seconds to complete.

That’s the broad strokes of how the algorithm works on X/Twitter, but the engineers have put the whole recommendation engine code on GitHub if you want to get into the nitty-gritty.

But poring over code isn’t necessary to achieve some reach. You just need to understand how those posts are ranked… so let’s dig into that now, shall we?

How Does the Twitter Algorithm Rank Posts?

The Twitter algorithm (or X algorithm, if you must) looks at people you follow (in-network sources) and people who you might be interested in (out-of-network sources) and then ranks posts based on how likely you are to enjoy them.

Twitter uses the following factors to give each post something called a “RealGraph” score:

For in-network sources, it looks at

How frequently do you interact with an account

Whether you’ve liked similar content in the past

Whether you’ve retweeted this author’s content

Whether you’ve replied to this author’s content

Whether you’ve visited the author’s profile

How long do you stay on tweets by the author

How long do you typically watch videos posted by this author

For out-of-network sources, it looks at:

Activity from people with similar interests

Activity from people you follow

Which topics do you typically engage with

In other words

Twitter pays attention to user behavior and tries giving them more content they’ll probably like.

What does that mean for someone using the Twitter algorithm to achieve reach? We’re so glad you asked.

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How To Leverage Twitter Algorithm For Your Favor

1. Use Twitter Megaphone to Go Viral on Twitter

Megaphone is a viral on-demand platform designed to boost your online presence authentically and organically. Our software connects you with influential creators in your niche, helping you grow impressions, followers, and leads without relying on paid ads. Key features include:

A sophisticated engagement network

Private engagement pod service (coming soon),

Diverse creator partnerships for sponsored posts, X spaces, and newsletter ads (coming soon).

Megaphone caters to startup founders, marketers, emerging creators, and ghostwriting agencies seeking to amplify their digital footprint and social proof. Our complex matching algorithm ensures you partner with your field's most suitable and valuable creators. Go viral today with our viral on-demand platform.

2. Tweet Consistently and at Optimal Times

Start tweeting every day, and keep doing it as a habit. If you have something to tweet, go for it and see how it does. Post once or twice daily to keep your followers engaged, but no more than four to five tweets. You can schedule tweets on Twitter or use a social media scheduling app to avoid missing a day. The best times to post on Twitter are in the morning from 8 am to 10 am and in the evening from 6 pm to 9 pm on weekdays.

On weekends, the best time is the early afternoon to the evening, from 11 am to 5 pm. But to find the best time to post, look at the performance data for all your posts. Try posting tweets at different times throughout the day for a month; check out your results.

3. Use High-Quality Media

When ranking content, the Twitter algorithm gives extra points if you post with high-quality media such as videos, GIFs, and images. It’s not just the algorithm; it’s the users, too. It grabs the attention of people scrolling through their feeds!

4. Get Verified

A verified account on Twitter can make your account more credible and noticeable to the platform’s algorithm. According to Twitter’s algorithm code, a verified account may receive a boost in visibility on the platform. The blue checkmark, once a symbol of importance in a specific industry, can now be acquired by paying a monthly fee. Twitter has added two new checkmarks: a gold checkmark for business accounts and a gray checkmark for government officials.

5. Use Hashtags without Overuse

Hashtags help expand your reach to users who don’t know you yet but share your interests in the same topics. However, using too many hashtags is not the best approach either. Using well-chosen hashtags is enough to help more people see your brand and find your tweets in popular conversations. We suggest that you research the key hashtags in your specific niche.

6. Employ All Twitter Features (Spaces, Videos, Polls, Threads, etc.)

Twitter has many functions designed to encourage conversations and increase visibility. Twitter polls are fun and great for getting your followers talking. Spaces are perfect places to have real-time conversations with your audience. Videos are the most popular content on all social media platforms, including Twitter. Threads are ideal for sharing excellent content and going viral with your audience. Make sure to take advantage of these features!

7. Join Relevant Trends and Topics

Stay current on industry trends and topics. Join relevant conversations and use popular hashtags to increase your visibility and engagement.

8. Encourage Followers to Engage

Twitter is the right place to ask questions and get real-time answers. The algorithm boosts content that generates meaningful engagement. Encourage honest conversations with your audience by replying to comments, asking questions, and starting discussions.

9. Use Links but in Moderation

One of the most common hacks on Twitter is to grow an audience you can later take to your website or newsletter. For that purpose, you can use links in your post that are relevant to the content or associated with your brand. The Twitter algorithm is quite ok with this, even with OnlyFans content creators on Twitter. But, like always, don’t over-post with links.

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12 Tips On How To Increase Your Twitter Engagement

1. Amplify Your Voice with Megaphone

Megaphone is a viral on-demand platform that helps boost your online presence authentically and organically. This software connects you with influential creators in your niche, helping you grow impressions, followers, and leads without relying on paid ads. Megaphone caters to startup founders, marketers, emerging creators, and ghostwriting agencies seeking to amplify their digital footprint and social proof. Our sophisticated engagement network, complex matching algorithm, and diverse creator partnerships ensure you partner with the most valuable creators in your field. Go viral today with Megaphone.

2. Tweet More Often

Twitter is all about being active. You must tweet at least five times daily to stay in your followers' feeds. Create a content plan and strategically schedule your tweets to maximize interaction across time zones. Steadfast tweeting shows your commitment and cements your profile in your audience's thoughts, increasing your chances of attracting new followers.

Example

Gary Vaynerchuk (@garyvee) tweets consistently throughout the day, covering various topics like entrepreneurship, motivation, and marketing. His high tweet frequency keeps him present across time zones and attracts a global audience.

3. Breathe Life into Your Twitter Account with Visuals

Did you know the human brain is more receptive to visuals than any other sensory medium? Research shows the brain processes visuals 60,000 times faster than text and retains information better regarding pictures and videos. You need to breathe life into your Twitter for a business account with more visuals like images and videos. Animated GIFs and images are the best ways to boost your Twitter engagement and gain more visibility on the platform.

Many social media managers will also agree that brands can leverage the easy-to-use Twitter cards that help creators visually display more information for increased engagement. Twitter cards empower users to attach their media collaterals to their tweets, blending aesthetics with functionality. With links and active CTA buttons, these cards drive traffic to your website and deliver valued information succinctly and non-boringly.

Example

NASA (@NASA) frequently shares stunning space images, GIFs, and videos. These visuals capture attention and are highly shareable, making their tweets more engaging and boosting visibility.

4. Promote Your Twitter Profile on Other Platforms

Share your handle with friends and customers using social media platforms like Facebook and Instagram. Go beyond social media, too—announce it in a newsletter, put it on business cards, advertisements, and marketing materials, and embed it on your website.

Example

Lilly Singh (@Lilly) often cross-promotes her Twitter on platforms like Instagram and YouTube, and even in her stand-up and book promotions, making her followers across different channels aware of her Twitter presence.

5. Weave Captivating Threads

Threads have taken Twitter by storm with their intricate structure of insightful insights and captivating storylines. Create two captivating weekly threads by diving deep into a topic or weaving an enchanting tale. Your audience should benefit from each thread. By constantly unspooling high-quality threads, you're better positioned to establish authority, build trust, and attract followers who enjoy detailed information.

Example

From Farnam Street, Shane Parrish (@ShaneAParrish) shares insightful threads on personal development and mental models. His in-depth threads consistently provide high-quality value, building trust and attracting a loyal following.

Hashtags are a great way to improve your Twitter engagement, as they help you get discovered by new users interested in specific topics. Interestingly, when hashtags are used correctly, the percentage of a post to be retweeted increases by 40%. A good Twitter practice is to include three hashtags in the tweet. If anything is higher than that, the engagement will drop by 17%!

Example

Marvel Entertainment (@Marvel) uses popular hashtags related to movie releases or fan events. Relevant hashtags, like #Marvel or #SpiderMan, engage fans and increase visibility when these hashtags are trending.

7. Keep an Eye on Your Competitors

Check out their followers, who they are, how often they tweet, and what they’re tweeting. What does their profile look like? How do they respond to their competition or customers, and what content do they post that gets the most attention? Follow them and retweet their content to get on their radar. This step is equally vital for people who wish to increase their Twitter following.

Example

Wendy’s (@Wendys) monitors competitors closely, often responding to them with witty comebacks and roasting tweets, which attracts attention and reinforces its brand voice.

8. Host Twitter Spaces to Drive Engagement

A celestial orb in Twitter's galaxy, Twitter Spaces fosters real-time dialogue and relationships. You can engage your audience with industry leaders by hosting a weekly Twitter Spaces session. Hosting thought-provoking talks or informative sessions can boost your authority and attract new followers interested in the critical insights given during these live audio excursions.

Example

The Washington Post (@washingtonpost) hosts Twitter Spaces with journalists and industry experts on current news topics. These sessions help them engage followers who are interested in real-time news discussions.

9. Engage with Replies, Retweets, and Likes

Engaging with followers on Twitter is not easy, but it’s not impossible either. An essential part of your Twitter marketing strategy should be to engage with your followers. One of the simplest ways to market on Twitter is by replying to tweets, retweeting relevant posts, and encouraging user-generated content. This strategy also connects with social proof marketing, where displaying interactions with happy customers or notable individuals can significantly improve your brand’s trust and credibility.

In addition to retweets, replies, and community development, Twitter Chats help brands engage with audiences regularly through value-based content. Twitter chats are public discussions on particular topics where followers learn from the best and help brands have a constant presence among their audience. These chats are usually live, allowing users to interact with brands in real time.

Example

Chrissy Teigen (@chrissyteigen) is known for her high engagement on Twitter. She frequently replies to fans, retweets, and likes responses, strengthening her connection with her followers and increasing her presence on timelines.

10. Find Followers and Influencers

The general rule of thumb is that if you follow someone on Twitter, they will likely follow you back. Leverage the “Who to Follow” feature to find popular feeds, and upload your email contacts to Twitter to find people you already know. Find and follow influencers in your industry—if you’re in the food industry, for instance, find and follow famous chefs. If they see that you’re following them, they may follow you back—and your tweets could end up in their feeds. Whatever you do to increase Twitter followers, try to do it organically. Even though you might be tempted to buy a list of followers, those lists are typically filled with bots that can’t buy your products or services and might be deleted by Twitter.

Example

Pat Flynn (@PatFlynn) of Smart Passive Income often follows industry influencers and builds relationships through genuine interactions, which has helped him grow his audience organically.

11. Build Relationships With Twitter Spaces Participants

Don't let the dialogue disappear. Mention or send guests tailored direct messages to show gratitude, answer questions or feedback, and encourage further involvement. Your attentive outreach shows your genuine interest in connecting and building relationships. Through your efforts, you can increase the probability of converting guests into dedicated followers who appreciate your participation and are intrigued by your material by actively engaging with them.

Example

Clubhouse (@Clubhouse) uses Twitter Spaces to engage with users and participants. They often thank guests and share recaps. They maintain connections by tagging or DMing users to engage further.

12. Use Targeted Twitter Ads

Twitter marketing offers many opportunities, and targeting and optimizing campaigns can bring you followers for less than a dollar. Start by defining your goals, determining your target audience, and designing a creative ad with interesting ad language and eye-catching images. Then, use targeted Twitter advertising to promote your account and encourage attendees of your Twitter Spaces sessions to follow you. Monitor progress and optimize your campaign using performance analytics to maximize ROI. This helps ensure your message connects with an audience captivated by your content. Combining organic efforts with targeted advertising can increase your reach, attract new followers, and reinforce your brand message among people most likely to engage with your content.

Example

HubSpot (@HubSpot) uses Twitter ads to promote its content and webinars, targeting audiences interested in marketing and sales. This increases its follower count and engagement with its tweets.

Go Viral Today with Our Viral on Demand Platform

The Lowdown on Twitter’s Algorithm

Every tweet you post, action you take, and follower you gain sends signals to Twitter's algorithm. These signals determine who sees your content, when they see it, and how much. The more engagement your tweets get, the better. Engagement signals to Twitter that your content is valuable, prompting the algorithm to show it to more people.

How to Boost Your Signals to the Twitter Algorithm

The best way to go viral on Twitter is to get on the algorithm's good side. You can do this by boosting your engagement rates organically. The higher your engagement rates are, the better your chances of going viral. One effective way to do this is with the help of a viral on-demand platform like Megaphone.