Elon Musk releases the “For You” algorithm code on X

Elon Musk has published the code for the “For You” feed algorithm on X, aiming to improve user engagement through content personalization. The algorithm combines posts from followed accounts with recommendations based on recent user activity. It limits repetitive posts from the same creators and penalizes excessive posting. While the time spent by new users on the platform has increased, Musk admits the algorithm “sucks,” and overall usage is declining amid competition from Meta’s Threads.

Release of X’s core algorithm code

Elon Musk has released the latest version of X’s “For You” feed algorithm, designed to boost user engagement by showing the most relevant posts. On average, a typical X user only sees 20-30 posts a day, making this optimization crucial. Since November, the algorithm has been fully AI-driven, managed by xAI’s servers, which tailor content according to individual user preferences. While AI interprets signals, the algorithm is now more influenced by human-set rules than by complex code.

Algorithm structure and functioning

The “For You” feed consists of two main streams:

1. Thunder: Ranks posts from followed accounts based on past interactions. It limits the number of posts from the same creator to ensure content diversity. This reduces the likelihood that followers will see all your posts daily unless they switch to the “Following” feed, which is no longer the default.
2. Phoenix: Uses the Grok AI system to analyze the last 128 posts the user interacted with, predicting their interests and adapting the feed to keep it fresh and aligned with their most recent preferences.

The algorithm ranks posts based on likes, reposts, replies, and now places more emphasis on dwell time and video views.

Impact on content strategy

To boost visibility on X, users should focus on generating likes, replies, and increasing engagement through videos and long-form posts. Excessive posting is penalized to create a more diverse feed. Reposting duplicate content is discouraged. Engaging with comments is beneficial, while posting external links is penalized. Freshness matters, as older posts have reduced reach. Negative actions such as being blocked or muted also decrease visibility, with some users expressing concern about the impact of blocklists on their content’s reach.

Transparency and criticism

X first published its feed algorithm on GitHub in 2023 but did not update it until now, failing to meet its promised transparency. The new version of the code is now available for public viewing, marking a significant step forward. However, Elon Musk has openly criticized the current algorithm, calling it “dumb” and admitting that it “sucks,” which indicates there are ongoing issues with its performance. Musk mentioned that active efforts are underway to improve it.

Engagement and competition

X’s product head reports that the time spent by new users has increased, a positive sign. However, overall platform usage is declining due to the rising popularity of Meta’s Threads. The algorithm plays a crucial role in this trend, and while internal optimism remains, external feedback suggests that X still faces challenges. The hope is that with advancements in AI, especially Grok, the “For You” feed will become more compelling and personalized.

Maintaining user engagement is vital for X’s AI projects, and future updates are expected to refine the algorithm to better meet user needs and improve its competitiveness in the social media landscape.

Key insights for marketers

For marketers working with X, the new changes in the “For You” algorithm can have several important implications for content promotion strategies and user engagement. Here are the key aspects to focus on:

Content personalization via AI

The algorithm now places more emphasis on individual user preferences. This means that to achieve high engagement, you need to post content that reflects your audience’s interests. Marketers should pay attention to user interactions (likes, comments, time on posts) to better fine-tune their content strategy.

Recommendation: Use engagement data to create more personalized posts, focusing on the specific interests of your target audience.

Reduced content repetition

The algorithm limits the number of posts from the same creator in a user’s feed. This increases content diversity, and your posts won’t appear in your followers’ feeds every day unless they switch to the “Following” feed. Therefore, it’s important to continuously refresh content and maintain its variety.

Recommendation: Develop a content plan that includes diverse formats and topics to attract new audiences and avoid diminishing reach through repetitive content.

Focus on engagement

The algorithm places greater importance on interactions with posts, such as likes, reposts, and comments. Additionally, dwell time and video views are now important factors for ranking posts. This means that creating longer videos or posts with high emotional engagement can significantly boost content visibility.

Recommendation: Focus on creating content that drives engagement, such as videos, questions to followers, or posts that evoke emotions and comments.

Penalties for excessive posting

The algorithm penalizes excessive posting. This is crucial for businesses that often post a lot of content in a short period. Overposting can lead to reduced reach.

Recommendation: Plan your posts strategically to avoid overwhelming your followers. Instead of posting too much, focus on the quality of the content.

Declining visibility of older posts

Older posts receive reduced visibility. This means content must be fresh and relevant to continue driving engagement and attracting new followers.

Recommendation: Refresh old content by reposting or adding new elements to keep it current and engaging.

Reposting and external links

Reposting and posting external links are penalized. This is important for those who frequently share external content or regularly repost from other accounts.

Recommendation: Focus on creating original content that doesn’t require frequent reposting and on building a strong community within the platform.

Negative interactions

Being blocked, muted, or engaging in other negative actions by users reduces the visibility of your posts. It’s crucial not only to create relevant content but also to avoid spamming or negative comments that could lead to blocking.

Recommendation: Be mindful of your online reputation, actively engage with your followers, and respond to comments to maintain a positive image.

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