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 Every social media platform is constantly evolving, but Twitter stands out more than others. These days it’s never clear which way Twitter will change but with over 350 million active monthly users, there’s plenty of scope for connecting with wider audiences and boosting your brand awareness. In April 2023, the platform’s algorithm was released publicly, bringing with it a focus on community, authoritative subject matter, niche topics, and trustworthy content. Let’s look at what we know now about the Twitter algorithm and share some tips on how you can use it to your brand-boosting advantage.

What is the Twitter algorithm

The latest Twitter algorithm focuses on a cohesive mix of ranking signals including recency, virality, relevance, geographical location, and personal interests. This revamped set of ranking rules are, in many ways, several algorithms rolled into one. In addition to its evergreen ranking fundamentals, Twitter’s newly-visible inner workings have now shifted from a ‘black box’ (secret) algorithm to one that is now open-source. In a move made by Elon Musk towards the end of March 2023, it’s now possible to unlock the platform’s full marketing potential. Screenshot of Musk’s tweeted poll Screenshot of Musk’s tweeted poll After launching a poll on the platform some while back, the Twitter CEO discovered an overwhelming preference to make the platform’s algorithm more transparent. In this new open-source chapter for Twitter, anyone who wants to peek under the platform’s bonnet can do so on Github.

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But, while Twitter has made apparent moves to increase the platform’s transparency, not everyone agrees. In fact, many top developers have stated that parts of the open source code is vague and occasionally lacks context. While people may be polarized over its transparency, here’s what we do know about Twitter’s algorithm: Data aggregation: Key data is collected based on your Tweets, your followers, and your personal activity. The algorithm’s new data aggregation format, as outlined in Aakash Gupta’s Substack, curates insights based on your followers. But, what’s more interesting is the fact that its data aggregation parameters also take ‘likes’ and ‘bookmarks’ into consideration (a factor that can result in a 30x content boost). The algorithm also collects insights based on visual media (a factor that can earn your content a 20x boost).