The company formerly known as Twitter is gearing up for a significant update to its algorithm, as indicated in a recent announcement by Elon Musk, the owner of X. Currently, the For You feed on the app showcases popular and trending posts from the wider network, along with highlights from followed accounts. However, Musk revealed that the upcoming algorithm will bring forth posts from smaller accounts, expanding beyond users’ existing social circles to introduce them to content from accounts they haven’t yet discovered.
This shift aligns with Musk’s vision of transforming X into a creator platform, providing an opportunity for smaller creators to gain exposure to a broader audience. In recent months, X has been actively courting creators with features such as support for extended character limits (up to 25,000 for paying subscribers), the ability to upload two-hour videos, and the introduction of an ad revenue-sharing program. According to X CEO Linda Yaccarino, this program has already disbursed nearly $20 million to creators.
The overarching goal is to enable creators to cultivate their audience on X and monetize their content through a combination of ad revenue sharing and subscription-based models. Additional features, such as the ability to receive message requests from subscribers and the recent inclusion of audio and video calling features, emphasize the platform’s commitment to fostering direct connections between fans and creators.
Despite these efforts, the extent of creators’ embrace of X remains uncertain. Many creators, seeking monetization opportunities, often turn to larger platforms like YouTube, TikTok, and Instagram to reach a wider audience. The impending algorithm change on X, if successful, could potentially enhance the reach of smaller creators, thereby increasing X’s user engagement and content discoverability. However, the effectiveness of this strategy remains uncertain, given X’s reported decline in traction since Musk’s takeover and the emergence of new startup competitors like Bluesky, Post, Spill, and others.
Elon Musk announced on Friday, Nov. 10, that the recommendation algorithm update would be implemented in the coming days, with plans to make it open source for continuous improvement.
