Published on January 7th, 2025
The landscape of social media platforms continues to evolve, and Elon Musk’s Twitter (now known as X) is no exception.
In a surprising move, Musk has announced that X will be rolling out a significant algorithm update aimed at prioritizing more informational and entertaining content.
This change comes after years of controversial and politically charged content dominating the platform, raising questions about its impact on user engagement and platform reputation.
Let’s take a closer look at this upcoming algorithm update and what it means for content creators, influencers, and users on X.
Algorithm tweak coming soon to promote more informational/entertaining content. We will publish the changes to @XEng.
Our goal is to maximize unregretted user-seconds. Too much negativity is being pushed that technically grows user time, but not unregretted user time.
— Elon Musk (@elonmusk) January 4, 2025
The Shift in Direction: What Does it Mean for X Users?
Elon Musk, known for his controversial posts, has hinted at the upcoming algorithm update to focus on positive and engaging content.
After a sustained period of sharing politically driven, often divisive posts, Musk is now calling for a change in the tone of the platform’s content.
He’s encouraged users to post more positivity, a move that seems to reflect broader trends across social media platforms.
In fact, X’s algorithm is expected to favor content that is both informational and entertaining, potentially signaling a shift away from the politically charged, divisive rhetoric that has been a hallmark of the platform since Musk took over.
While Musk himself continues to share content critical of societal issues, including the dangers of gender affirmation and other controversial topics, the platform’s content distribution will evolve in the direction of fun, positive, and light-hearted entertainment.
The Similarities with Meta’s Approach
This change mirrors what Meta (formerly Facebook) has already implemented across its platforms.
Meta’s shift toward prioritizing entertaining content came as a response to widespread user feedback about the overwhelming presence of political posts.
Mark Zuckerberg, Meta’s CEO, pointed out in 2021 that users were increasingly frustrated with the heavy focus on divisive political content.
This prompted Meta to adjust its algorithm to favor more engaging, light-hearted content, primarily through Instagram Reels and Facebook videos.
Meta’s focus on entertainment and user interests has paid off in terms of engagement.
The platform has seen significant increases in time spent by users as they engage with short, fun, and viral videos.
This approach has not only maximized engagement but also increased revenue opportunities by keeping users on the platform longer without needing direct interaction or comments on each post.
TikTok’s Influence: How It’s Shaping Social Media Trends
TikTok has undoubtedly been a trailblazer in transforming social media engagement.
The short-form video app revolutionized how platforms cater to user interests, feeding users an endless stream of videos based on algorithmic predictions, rather than relying on explicit engagement like comments or likes.
This entertainment-driven approach has proven successful, and both Meta and X seem to be drawing inspiration from TikTok’s model.
For X, this could mean a stronger emphasis on video-first content designed to capture users’ attention.
By promoting entertaining and video-based content, X aims to increase user activity on the platform, encouraging them to stay engaged for longer periods.
While this shift may alienate users who prefer traditional, text-based content, it could provide a new avenue for growth, especially for creators who excel at producing entertaining videos.
What Will Change for Content Creators on X?
For content creators aiming to maximize engagement on X, this update presents both opportunities and challenges. Here’s what creators can expect:
- Focus on Positive Content: Content that is upbeat, entertaining, and informative will have a better chance of being prioritized in users’ feeds. Creators should focus on producing content that resonates positively with their audiences, potentially shifting away from controversial or divisive topics.
- Video-first Approach: As X ramps up its focus on videos, creators will need to embrace this format. Those who can create compelling, engaging video content are likely to see an increase in their reach and engagement. The algorithm will favor content that draws users in and keeps them watching.
- Algorithm Shifts: As Musk continues to advocate for more positive posts, creators should adjust their content strategies to align with the platform’s evolving priorities. Incorporating humor, light-hearted entertainment, and informative value into video posts will be key to thriving under the new algorithm.
X’s Path Forward: A Balancing Act
While Musk’s personal posts continue to stir controversy, his push for more positive content on the platform reflects a broader trend in social media.
The transition toward entertaining and positive content on X is not entirely surprising, as most social networks are moving in this direction.
However, X’s ability to strike the right balance between Musk’s personal influence and the new algorithm’s preferences will be a crucial factor in its success.
It remains to be seen whether Musk will truly embrace the positive shift he’s encouraging, or if his more divisive content will continue to dominate the platform.
Regardless, X’s new focus on video content and positive engagement will likely reshape how users interact with the platform and how creators tailor their posts.
What Does This Mean for the Future of X?
As X continues to adapt its algorithms to prioritize entertainment and positive content, creators and users alike will need to evolve with the platform.
To succeed in 2025, content creators should be prepared to embrace video as a central element of their content strategy.
The platform’s shift toward more positive and light-hearted content could also present new opportunities for brands and marketers to engage with a broader audience.
In the coming months, we can expect to see more clarity on how X’s algorithm changes will roll out.
Musk has promised more details through the X Engineering team, and once the full update is live, we’ll likely see major shifts in how content is delivered and consumed on the platform.
Final Thoughts: How to Adapt Your Strategy for X in 2025
To thrive under X’s new algorithm in 2025, focus on the following strategies:
- Create Positive, Engaging Content: Shift toward content that entertains or informs while maintaining a positive tone.
- Leverage Video: Embrace short-form videos to stay aligned with X’s video-first strategy.
- Stay Updated: Keep an eye on X’s official updates and be ready to adapt your strategy to new algorithm changes.
By aligning with these trends, creators can ensure their content remains relevant and engaging as X continues to evolve into a more entertainment-focused platform.
