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…