Everything We Know About New X Algo

If you’ve been posting on X, you probably think the algorithm works like this:

1. Post something.

2. People like it.

3. X shows it to more people.

This belief is why so many phenomenal personal brands get stuck.

But that’s not how the system works.

X recently open-sourced a large part of its feed architecture, and once you see how content is selected and ranked by them, two things become obvious:

1. Why posting more doesn’t help

2. Why authority builds faster than virality

Let me walk you through it.

Step 1: X doesn’t start with your post

It starts with the user

Every time someone opens their “For You” feed, X first builds a user profile in real time:

• What they’ve engaged with

• Who they follow

• What they ignore

• What they mute, block, or scroll past

Your content is not judged in isolation. It’s judged relative to who is opening the app.

This is why broad, generic content struggles.

If the system can’t confidently answer:

“Who is this for?”

It’s not even going to try and give you attention, it’ll kill the reach before it even begins.

Step 2: Your post competes in two buckets

In-network and out-of-network

What does this mean?

X pulls content from two places:

1. People the user already follows

2. Posts that look similar to what the user has engaged with before

That second bucket is where growth happens.

You might think it’s through random discovery but after digging a little, I found that it was through a similarity match.

Which means that if your content doesn’t clearly resemble something the user already likes, it never even crosses their For You.

This is why niche clarity beats cleverness.

The algorithm can’t push posts that it can’t group.

Step 3: Filtering happens before scoring 

Most posts never even make it to the ranking stage.

They’re removed because they’re:

• Too old

• Duplicative

• From muted topics

• From blocked or low-trust patterns

If your content feels repetitive, noisy, or irrelevant to a user’s past behavior, it doesn’t get “penalized.”

It simply gets ignored.

(Btw that’s way worse)

Step 4: X makes decisions from predictive behavior

This is the part most people get wrong. Even I was getting this wrong for a while.

X doesn’t ask:

“Is this post good?”

It asks:

“What will this specific user do if they see it?”

The system predicts probabilities for actions like:

• Will they reply?

• Will they repost or share it privately?

• Will they click?

• Will they dwell and read?

• Will they follow the author afterward?

A like is a baseline action. These deeper actions I mentioned are given more weightage. The code doesn’t really share the exact numeric weights for each of these actions but it does make one thing clear…

If your content doesn’t invite action, it doesn’t scale.

Step 5: Scores are combined and diversified

Even high-scoring posts get adjusted.

Why?

Because X actively reduces repeated exposure from the same author.

That means:

• Posting 10 times a day doesn’t 10x your reach

• Threads don’t guarantee dominance

• Quality beats volume

The system wants diversity.

Which means the only way to win consistently is to make each post worth competing on its own.

So what does this mean for personal branding?

It means personal branding is not about “posting content.”

Which if you’ve followed me or been reading this newsletter for long, you already know that the content is just a PART of a business owner’s personal brand.

In reality, a personal brand has everything to do with training the algorithm with who you are for and what kind of engagement you reliably create.

The founders who win long-term do three things differently:

1. They stay topically consistent. So the system knows exactly where to place them.

2. They optimize for depth with priority on replies, shares, saves, follows..

3. They build authority density where every post reinforces who they are and why they matter.

That’s why some accounts feel “inevitable.”

By inevitable, I mean that you look at their profile and you know they command the authority in their space with their personal brand.

TLDR;

If your personal brand feels random, it’s because you’re posting without a system.

X rewards

→ Clarity

→ Relevance

→ Repeatable engagement patterns

Once you align your thinking, positioning, and content to how the algo works, growth stops feeling mysterious and it becomes predictable.

⚡ Action Step

Before your next post, ask:

• Who is this specifically for?

• What action am I expecting them to take?

• Does this reinforce what I want to be known for?

If you can’t answer those three questions, the algorithm won’t be able to either.

– Wiz

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- Do it yourself with Utopia. 

- If you’re looking to do it yourself but want the strategy for the first 30 days to kickstart your personal brand, here’s the strategy bundle. 

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