X Algo 101

New algo coming in clutch but understanding it has been a process.

Elon quietly dropped one of the biggest updates founders should care about this quarter:

This means X is moving from “rules and hacks” → to a pure recommendation engine that behaves more like a curator in an art gallery.

Instead of checking a bunch of boxes (post at this time, use this ratio of text to images, hit this engagement threshold), your content is now being judged on one question:

Is this the right piece, for the right person, at this exact moment?

We’re already seeing the shift across our clients with:

• Views being down

• Likes, saves, and follows per view being up

E.g. here’s a post with the same number of likes but look at the difference in views

Way less people saw it, but more people interacted with it.

If you’re building a personal brand, this is very good news. Because for the last few years, X rewarded a very specific archetype:

• Huge existing audiences

• Broad, mass-market ideas

• Content written to entertain “everyone”

That’s how we ended up with a wave of generic business platitude accounts that were farming millions of impressions while a genuinely wise founder’s posts were dying out at 3,000 views.

Grok is reversing that.

On top of this, we’re also seeing that:

• The feed is 40–50% replies and quote tweets which means the platform is surfacing conversations.

• Niche-relevant content is outperforming “viral templates”.

• When an AI is reading everything you say, it’s mapping patterns: what you talk about, who engages, who you reply to. You’re training it on what kind of founder/writer you are.

So if you want X to work for your brand in this new environment, stop thinking like a growth hacker and start thinking like a curator of your own gallery. It’s a very simple 4 step process:

1. Define the room you want Grok to put you in

Grok’s job is to say: “This founder talks about X. Show them to people who care about X.”

Most people confuse it by talking about everything.

Pick one core principle you want to be known for:

• “Operator who can scale agencies from $100K → $1M”

• “SaaS founder obsessed with [pain point]”

• “Founder with wise business advice”

Then build almost everything around that principle with stories, lessons, client wins, mistakes, frameworks.

The clearer your theme, the easier it is for Grok to match you with the right people.

2. Treat replies as your best “exhibit space”

Look at your feed. If half of it is quote tweets and replies.

That means the algorithm is saying:

“The conversation under the post is the content.”

Most founders still behave like it’s 2021 and post on their own profile, then disappear.

But on the new algo, replies are where new people discover you. All you do is:

• Pick 5–10 key accounts in your niche every day

• Leave one meaningful reply on each. This could be a short story, a clear lesson, a sharp disagreement. Please for the love of Elon, do not leave a “fire emoji” or some basic AI reply/

• Make each reply read like a mini-post you’d be proud to have on your own profile

You’re effectively hanging a small piece of your art in someone else’s gallery and letting the right visitors notice you.

3. Build 2-3 “signature formats” Grok can recognize

You don’t need 20 content types.

Narrow down on a few repeatable vehicles that signal “this is what I’m world-class at” every time they show up:

• A weekly strategy breakdown thread: “If I was building a personal brand as a SaaS founder, here’s the exact playbook…”

• A recurring story post about the journey: Lessons from speaking events, client transformations, mistakes you made scaling.

• A regular result or insight post: Screenshots, before/after, or a hard lesson that comes straight from the work.

When you repeat these formats, two things happen:

1. Your audience starts to recognize you.

2. Grok does too and it can see who saves, replies, and follows off each style and then find more people like them.

This helps you deliberately design an audience that’s interested in you and your business..

4. Remember: you’re building a personal brand to attract buyers 

Under this new system, 1,500 views from the right founders can be more valuable than 150,000 random eyeballs.

If your content:

• Tells a clear story about who you are

• Demonstrates how you think

• Shows what you’ve actually done

…then Grok’s “job” becomes to bring you the people who resonate with that.

You’re no longer trying to trick the algorithm.

You’re collaborating with it.

If you want help architecting this around your own personal brand, that’s literally what my team does every day for 8- and 9-figure founders.

- If you’re looking to do it all yourself, start with Utopia.

- If you’re looking to do it yourself but want help with the strategy for the first 30 days to help you kickstart, get the strategy bundle.

- If you’re a founder doing over $50k/mo and want a personal brand built for you that makes you the most respected name in your industry then apply to work with us at Mogul Media.

– Wiz