Understanding the Twitter Algorithm

LinkShorteners Published on December 11, 2021

Marketing on Twitter is difficult. When competing with millions of accounts, social media marketers face huge challenges. Understanding the Twitter algorithm is the key to standing out from the crowd. With an average of 500 million tweets sent every day, mastering the Twitter algorithm will save you from getting lost in the noise. Before we study how to get a better ranking on Twitter, let's take a look at the new Twitter algorithm.

What is the Twitter Algorithm?

So why are some tweets larger than others? The quality of tweets or the amount of information is not always an issue. The marketers behind these popular tweets use Twitter's algorithmic timeline to present their content to the right people. It is not difficult to figure out how Twitter works. It uses roughly the same algorithm as any other social media network. Essentially, it's about personalization. If you love football, you will see more tweets about your favorite team. Passionate about politics? Then you will get more political content in your feed. This algorithm uses machine learning to rank content using ranking signals, which we will study in-depth later.


Twitter Algorithm Updates

Every once in a while, Twitter will make changes to its algorithm to ensure that more correct content is delivered to the right people. Ultimately, they hope to increase the participation rate and get as many users as possible to log in regularly. In the beginning, the tweets were arranged in reverse chronological order. Today, these are the main features you need to pay attention to:

  • Popular Tweets - Rank tweets based on similar content from people you follow and people you haven’t followed.
  • Latest Tweets - You can also switch to the latest tweets, which was the default method of Twitter in the past.
  • ICYMI (in case you missed it)-featuring popular tweets. The longer you spend on the app, the less of this content you see.
  • Happening - Shows the latest events and topics related to your event.
  • Trends that suit your account - Twitter's trending algorithm includes trending tags and popular patterns based on your interests.

Although these are currently the main features, the platform said they will soon make another change to the Twitter algorithm.


How Does the New Twitter Algorithm Work?

Understanding how Twitter ranks content means understanding what Twitter wants to achieve. They want users to see what they are interested in without having to look for it. If people don’t get compelling content, they will eventually stop using Twitter. This is why marketers need to spend time understanding their target audience and the content they want to consume.

Gone are the days when just knowing how Twitter works can allow you to game the system. This is just the first step in expanding the natural coverage of tweets. The core of the algorithm is to sort the signals. When you suggest Twitter content that you think might be a home run, keep in mind the following ranking signals.


Twitter Ranking Signals

Twitter shared some information about how it ranks content. However, they did not share everything. Nonetheless, what we know is enough for marketers to start making highly targeted tweets. Remember, Twitter is by your side. The more successful you are, the more successful they are because you give their users what they want.


Twitter wants fresh content. For this reason, they continue to merge their initial preferences, which is to produce tweets in reverse chronological order. This is why it is always a good idea to follow the date and time of your new tweet.


The keywords and hashtags used in the tweet tell the algorithm what it is about and who its target audience is. If users use these keywords and hashtags on other posts, they are more likely to see your tweets on their timeline.


Participate in proving that people like what they see. The more reposts, favorites, clicks, and impressions a tweet can get, the better. But the way Twitter works is that they also consider general involvement with authors over time. They are looking for consistency, not a miracle that kills with one blow.

Rich Media

It is important to consider the type of media included in the tweet. Make sure your content is valuable or "rich" content. For example, videos tend to get the most attention on social media.

Other Ranking Signals

Believe it or not, Twitter even considers the user's location. The closer you are to your target market, the better. Less important but still relevant is how many fans you have.


Tips for Expanding the Organic Reach of Tweets

Understanding Twitter algorithms is one thing, but creating optimized content for the algorithms is another. Here are some tips to expand your influence and succeed on Twitter:

  • Stay active - this seems obvious. The more you post, the better your chances of being seen.
  • Post at the right time - post at the peak of participation. Research shows that the best time to post is from 11 a.m. to 1 p.m. Eastern Time.
  • Pay attention to hashtag trends - stick to popular topics, but don't mess with hashtags. Twitter recommends no more than two per post.
  • Use rich media - text tweets are immediately less attractive than images, videos, and GIFs.
  • Encourage participation - ask your followers to reply to your tweets. Calls to action will increase your participation.
  • Use Twitter competitions - Twitter competitions promote participation, which is a key ranking signal.
  • Get feedback - learn what your followers think through Twitter polls. Very suitable for participating and planning future content.
  • Join relevant trends - publish content related to what is currently happening in the online world. Twitter will tell you exactly what is popular on the platform at the time so you can curate your content to match it.
  • Repack top content - recycle some of your content. Don't just copy and paste it, but repackage and reuse it. If it has succeeded before, then it is likely to succeed again.

Succeeding on Twitter has never been more challenging than it is now, but if you commit to this cause, you can eliminate the noise and gain followers who are excited about your content. Use the LinkShorteners link shortener to clean up your tweets and build your brand. Just copy and paste your link, and you can publish a clean URL in seconds. To learn more about how LinkShorteners supports successful Twitter campaigns, including how to use our social media sharing links, sign up for the free LinkShorteners program now.

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