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X didn’t suddenly break. And creators didn’t suddenly get worse. The platform changed how it decides what gets seen.
Let’s talk about what actually happened, what no longer works, and how creators can adapt without burning out.
First, let’s clear something up
X isn’t the same platform it was even a few months ago.
In late 2025, X completed a major shift toward a Grok-powered recommendation system. Instead of relying mostly on rigid rules (keywords, hashtags, raw engagement signals), content is now evaluated by AI that understands posts more like a human would.
That means:
Posts are read for meaning, not just keywords
Videos are analyzed, not just counted
Engagement quality matters more than engagement volume
This wasn’t a small tweak. It changed how visibility works - especially for creators.
Why this feels so confusing for creators
For years, growth on X followed a familiar pattern:
Post often
Use the right keywords
Chase engagement
Grow followers → get more reach
That pattern no longer holds consistently.
Many creators are doing “everything right” by old standards and still seeing:
Lower impressions
Slower follower growth
Posts that randomly underperform
That’s because the signals Grok values are different.
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What used to work and why it doesn’t anymore
1. Engagement pods & follow/unfollow tactics
These relied on artificial signals. Grok is very good at detecting unnatural interaction loops, and those signals now work against you.
Result: reach collapses instead of compounding.
2. Assuming followers guarantee reach
Follower count still matters - but far less than before.
Today, even followers don’t automatically see your post if the system predicts low relevance or engagement.
Result: big accounts can flop, small accounts can win.
3. Generic “motivational” or vague content
Short, feel-good posts still get likes - but they don’t always travel far.
Grok favors:
Specificity
Clear value
Relevance to active conversations
Result: depth outperforms fluff.
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So what actually works now?
Here’s the part that matters most.
1. Relevance beats reach
Grok is very good at matching content to interested users.
That means:
Narrow topics perform better than broad ones
Clear opinions beat vague inspiration
Context matters more than volume
2. Early, thoughtful engagement matters
Replying meaningfully to relevant posts - especially early - is one of the strongest visibility signals right now.
Not spammy replies.
Not “Great post 🔥”.
But actual contributions.
3. Consistency still matters - but differently
Posting daily is fine, but posting intentionally matters more.
One strong post beats five forgettable ones.
4. Real interaction > manufactured engagement
Conversations, replies, spaces, and genuine back-and-forth still compound over time.
Grok doesn’t just track clicks - it tracks patterns.
5. Use Grok as a tool, not an enemy
You can:
Ask Grok why a post might not have landed
Use it to refine ideas
Customize your feed to study what performs in your niche
Creators who treat Grok as a collaborator adapt faster than those who fight it.
The bigger picture
This shift feels uncomfortable because it removes shortcuts.
But it also does something important:
it rewards creators who think clearly, show up consistently, and add real value - even if they’re small.
Growth on X now looks less like shortcuts and more like building something real.
Just so you know…
If your reach slowed, it doesn’t mean you failed.
It means the rules changed.
The creators who thrive next won’t be the loudest or the most aggressive - they’ll be the ones who understand how this new system thinks and adjust without losing themselves in the process.
I’m curious - how has this shift felt for you so far?
You can reply to this email or share your experience with me. I read every message.
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See you on the next one
Karata♡