September 9, 2023

Algorithms are F*cked. Now what?

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Social media algorithms change all the time. And these changes often bring outrage, complaining, and frustration.

But what if each change was a new opportunity? A chance to learn, adapt, and even succeed?

That’s how I like to think about approaching these changes. I mean, what’s the alternative?

The latest algorithm outrage is happening over on X (Twitter), and it’s stirring up a lot of frustration from big name accounts.

I like to keep an eye on the ever-changing algorithms.

So for the last few weeks, I’ve been testing out some different styles, structures, formats, and ideas - to see what sticks and what doesn’t.

And today I’m sharing what I’ve learned so far. I’m hoping these lessons will help you grow, and also help you not get too discouraged when algorithms pull a fast one on you.

And keep this in mind - even if you’re not an active X (Twitter) user, these are lessons you can apply to any social media platform. So feel free to adapt these principles to your social media platform(s) of choice.

Okay, let’s dive in.

Lesson #1: Volume Matters

Some of the bigger creators complaining about the algorithm shift only Tweet once a week, or twice a month. But that doesn’t cut it anymore.

I’ve moved from Tweeting 2x per day, to 4x per day.

Now, you don’t have to post that much to be successful. But every single piece of content is a data point that I get quick feedback on.

TIP: I also use TweetHunter’s auto-retweet feature to re-post my content 9 hours after it’s first published.

This gives my content a chance to reach people across the world, in different time zones, and on different social media schedules.

Lesson #2: Create a Movement

Big creators who Tweet a lot (but are still seeing engagement plummet) aren't creating a "movement".

They used to be able to Tweet anything and get massive engagement.

But now you need to move people. You need a tribe. A group of believers, not just followers.

My movement is Solopreneurship. I believe it’s an escape from the rat race that everyone should at least consider. I’m passionate about it, and so is my tribe.

I tweet about Solopreneurship 4x per day, and I almost never stray.

Lesson #3: Engagement Counts More Than Ever

Content publishing isn’t enough anymore. You have to engage with your audience too.

These days I'm engaging more than I ever have before.

I carve out 45 minutes or so each morning, and then I spend 15 minutes in the afternoon, and often again around 3:00p.

I've Tweeted for 650+ days in a row and I almost never miss a day engaging with people, answering questions, chatting, etc. I love interacting with people. So I do it.

TIP: I set up tools like BlackMagic to make it easy to see when my friends have Tweeted, and I can instantly like+respond inside of the tool.

Lesson #4: Test Like Hell

I've had some success with short tweets, long tweets, listicle-style tweets, observations, etc. And I’m doing what any good entrepreneur or solopreneur should do - testing a bunch of stuff, seeing what works, and doubling down.

One thing I’ve definitely noticed is that more “digestible” tweets seem to be working the best. The shorter and punchier the post, the more retweets and engagement I get.

And I’ve especially noticed that opening with a “skimmable” first line seems to have a dramatic impact.

Check out the difference between the tweet on the left (easy to read) and the one on the right (more difficult to read).

You don’t have to Tweet like me or anyone else. Experiment, find what works for you, and do more of that.

Lesson #5: Be Patient

Tweets are acting differently now.

They used to explode out of the gates, slow down, and then just stop at 24 hours.

Now, it’s completely different. A total 180. Many of my tweets are picking up steam 24 hours later.

A few nights ago, I went to bed with a tweet that had 600 likes. And when I woke up it was up to 2,200. This never used to happen.

So if you’re one of those people who delete their post because they don’t perform well right away, I’d encourage you to stop deleting.

Give your post a chance to live out in the wild, and see what you can learn from it.

In Closing

If you follow the advice above, you’ll likely have much better success on any social media platform, even if they change the algorithm.

Remember, growing on social is no different than growing in any other aspect of your life. It requires attention to detail, experimentation, and supporting other people.


  1. Share often: each piece is a tiny feedback loop.
  2. Create a movement: what are you for and against?
  3. Engage like hell: build you group of peers and friends.
  4. Test: do more of what works and less of what doesn’t.
  5. Be patient: remember that nothing good happens in a day.

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