X isn't about followers anymore

There are founders still obsessing over their follower count. 

They celebrate when the number goes up. They panic when someone unfollows. 

Every post they write is aimed at the people who already follow them as if that's the audience the algorithm is going to show it to.

It's not. Hasn't been for over a year.

X quietly moved from a follower-based graph to an interest-based graph. That changed everything about who sees your content, why they see it, and how you should be writing every post from here on out.

In the old model, your posts got shown to your followers first. If they engaged, the algorithm decided to push it wider. Follower count was the ceiling of your distribution. Growing meant convincing more strangers to hit follow so the ceiling would rise.

In the new model, your followers barely matter. Your posts get shown to people the algorithm believes are interested in what you're posting about based on their last 127 engagements, who they follow, what they've muted, and roughly 17 other behavioral signals. 

Whether or not those people follow you is almost irrelevant.

Read that again. 

The people seeing your content today are not the people who followed you. They are the people whose recent behavior tells the algorithm they might care about this specific post.

The old strategy was to build a following, then post to that following. 

The new strategy is completely different. 

You now need to write every post as if the audience is a stranger who has never heard of you but has recently engaged with the exact topic you're covering. The algorithm is matching your post to the taste pattern of specific humans it thinks would care. 

Your job is to write content that pattern-matches to the exact people you want it to reach.

Which means 3 specific things need to change about how you post.

1. Keywords matter more than ever. 

2. Show up in live conversations. 

3. Post one banger.

You are no longer building a following. 

You are joining a micro-community. 

• DTC X. 

• SaaS X. 

• Agency X. 

• Paid Ads X. 

Each of these is a distinct interest cluster the algorithm has already identified. 

Your entire goal is to write content the algorithm will match to the exact micro-community you want to belong to using the right keywords, the right formats and the right conversations.

– Wiz

P.S. FTS just broke down how ecom operators are running their entire email marketing without ever opening the dashboard again. Omnisend (our proud partner) now plugs straight into Claude and ChatGPT and reads your live account and does the work inside Omnisend. They also migrate you for free, and most brands are paying up to 35% less than their current tool. If you've been losing half your week to dashboard babysitting, read the full breakdown here.