X Reveals Algorithm Weights, Prioritizes Shares Over Likes

X recently released new details about how its Phoenix algorithm ranks content in user feeds, and a Business Insider breakdown by reporter Truman Dickerson has shed light on what these disclosures mean for anyone trying to grow their reach on the platform. According to the report, the system predicts what each user is likely to engage with based on their past behavior, then scores posts accordingly.

Shares and Follows Carry the Most Weight

Per the analysis, copying and sharing a post’s URL is worth roughly 40 times more than a simple like, making it the single most valuable engagement signal. Replies, quotes, and internal shares via direct message rank next, followed by follows, which are worth about eight times a like. Reposts and likes sit at the bottom of the positive-signal hierarchy, reflecting X’s broader push toward incentivizing off-platform resharing rather than passive engagement.

Negative Signals Can Sharply Limit Reach

On the flip side, the algorithm applies steep penalties for actions that suggest users dislike a post. Reports carry the harshest punishment, followed by mutes and “not interested” clicks, with blocks penalized least of the four despite seeming like the most drastic action. Importantly, these penalties are personalized — they only affect what that specific viewer sees again, rather than dragging down a post’s performance for the broader audience.

The takeaway for brands, the report suggests, isn’t a dramatic strategy shift but a reminder to prioritize content that resonates enough to be actively shared. Understanding audience behavior and crafting posts people want to pass along, rather than merely like, appears central to succeeding under X’s current ranking system.