HOW X'S RANKING ALGORITHM WORKS

Summary from the TLDR Marketing newsletter

X's ranking algorithm favors posts that people are likely to share, reply to, or quote rather than simply like. A copy link share carries 40X the weight of a like, while replies and quotes each carry 10X the weight. Posts also need to stay focused on a clear topic to reach relevant nonfollowers, and negative actions such as mutes and reports carry heavy penalties. The algorithm also reduces the value of repeated posts from the same author and stops considering posts after 48 hours. Posting less often and creating highly shareable content can improve reach.