X (formerly Twitter) rolled out robust changes to its content algorithm, explicitly prioritizing posts that drive meaningful engagement—likes, replies, quotes, shares—and that incorporate media-rich assets like videos, animated GIFs, images, carousels, and polls.“Hey, this content is resonating with people!” That’s why posts that get conversations going and encourage interaction have a better chance of being bumped up in the rankings, notes Sprout Social’s 2025 strategy guide.
Tweets with video receive dramatically higher engagement and distribution—up to ten times more than text-only posts. Media assets (videos, images, and GIFs) consistently receive algorithmic preference and outperform plain text in both reach and engagement rate.
Media content is now the fastest way for creators and brands to boost visibility, with video posts receiving a substantial algorithmic lift, especially when users watch for 10+ seconds or engage immediately after posting. Posts with media (images, GIFs, or videos) get 2–3x higher engagement rates, the half-life of a tweet—meaning early engagement is critical for broader reach.
Expanding Spaces: Live Audio Goes Mainstream
X Spaces, once an experimental live audio chat feature, is now core to the platform’s engagement strategy. The service has been expanded and monetized, allowing anyone with an X account to launch, moderate, and record live audio sessions—enabling everything from brand Q&As to expert panels and community AMAs.
Spaces is a unique formula for social media. Anyone can listen in or even speak when the host toggles their mic on, and you can post links to the space or send direct messages to users who are interested.
Brands are using Spaces for live product launches, exclusive announcements, and member-only content, while creators host regular office hours and expert guest discussions that extend the reach of a single tweet into hours of engagement.
Ticketed Spaces are now supported, with hosts able to charge per session. Live audio creates a sense of community, and the authenticity of unscripted conversation boosts trust and keeps users returning.
Long-Form Content and The ‘For You’ Feed
With its new, expanded character count and support for threads, X is encouraging deeper storytelling, serialized expertise, and journalism right inside the scrolling timeline. Threads are now 60% more likely to drive profile visits and encourage more retweets, as longer-form storytelling keeps users engaged. Posts with specific numbers see up to 45% higher click-through rates, promoting expert content and analytical storytelling.
Algorithmic changes also give micro-influencers and niche experts a boost: even creators with modest followings will see their tweets prioritized in the For You tab if their content drives conversation or matches the interests of their engaged audience.
Recency, Real-Time, and Retention
The algorithm still gives an edge to recency a post that garners replies and likes in its first few hour is likely to surface more broadly in both For You and Following feeds. In 2025, emphasis shifted towards maximizing unregretted user-seconds content that keeps users happy for longer periods, versus simply chasing outrage or virality
The X algorithm favors tweets that receive high engagement. If your audience finds your content specific, timely, and relevant, they’ll comment, like, or share, and that tells the algorithm. This is worth pushing further.
What This Means for Creators and Brands
- Use video and strong visuals: Embed video or carousel images for every major update. Lean into how-tos, explainers, or highlight reels for maximum retention.
- Prompt conversation immediately: End posts with questions, run polls, or tag users to kickstart replies.
- Schedule and promote Spaces: Use your feed and DMs to alert followers. Consider charging for special content or collaborations.
- Thread your long-form content: Use expanded character and threading for deeper dives, expert takes, and serialized tips.
As the platform stated in its own help docs that X is working to refresh and revitalize engagement, with the latest round of tweaks set to address more key concerns in this respect.
Looking Forward: From Text to a Dynamic, Rich-Media Hub
With these updates, X is betting on real-time media, conversation, and professional-grade content formats to keep both casual and power users active and loyal. The move positions X as a hybrid between breaking news, live radio, and modern multimedia forum.
