Last week, X shared new details about how its feed algorithm works. The goal was to offer more transparency. Users have long wanted to know why they see certain posts — and why others never show up.
Takeaways 🚀
✅Shares drive stronger X reach
✅Likes carry less ranking weight
✅Practical robots.txt examples for control.
✅Audience research improves content performance
✅Create posts people readily share
The platform listed positive and negative signals that shape how far each post travels. Business Insider reporter Truman Dickerson dug into those details. His report breaks down what users should — and shouldn’t — be posting on the app.
How the Phoenix Algorithm Works
X’s Phoenix algorithm predicts what content you’ll enjoy. It bases those predictions on your past behavior.
Every time you open the app, X calculates a ranking score for every post it could show you. That score determines what lands in your feed. The system also factors in who you follow and how recent each post is.
Right now, Phoenix puts sharing at the top of its priority list. Likes and follower counts carry less weight than they used to.
Positive Signals: What Earns Points
According to X’s source code, every action a user takes carries a point value. Here are the positive signals:
- Sharing by copying a post URL: about 20 points. That’s 40 times the value of a like.
- Replies, quotes, and DM shares: about 5 points per action.
- A new follow: about 4 points. That’s 8 times more than a like.
- A repost: around 1 point.
- A like: just 0.5 points. It’s one of the weakest signals in the system.
The takeaway is straightforward. X wants people to share posts beyond the platform. It rewards users who copy and re-share post links. If you want more reach, create content that people will want to share.
Negative Signals: What Loses Points
The algorithm also penalizes posts it predicts will frustrate users. It docks points for content people are likely to report, mute, or mark as “not interested.”
Notably, the penalty for a report is far heavier than for a block. Here are the negative weights:
- A report: -234 points.
- A mute: -59 points.
- A “not interested” tap: -43 points.
- A block: -31 points.
Posting divisive content can still generate responses. But it’s a risky move. If users start reporting or blocking your account, your reach takes a serious hit.
One Important Detail: Penalties Are Personal
The algorithm tailors itself to each individual user. That means these penalties only apply to the person who takes the action. They don’t reflect your broader reach or engagement with other users.
Reports and blocks still send a negative signal. However, X appears to have reduced their overall impact. The effect is now more isolated — it applies to that specific user, not your entire audience.
What This Means for Brands
These insights don’t point to any major shift in X’s overall strategy. But they do offer useful guidance. X wants to surface more of what people enjoy and less of what they don’t.
For brands building a strategy, audience research is the foundation. The key is understanding what your target audience responds to — and what they’ll actually share, both on and off the platform.
The bottom line: create content worth sharing. That’s the clearest path to greater reach on X.
