JUST IN: X updates its algorithm to prioritize mutuals and reduce unfamiliar accounts in reply sections.

What happened

X announced that it has changed its algorithm so that replies from accounts that follow each other (mutuals) are shown more prominently, while replies from accounts that are not familiar are shown less often.

Confirmed

Global impact / market context

The change could increase engagement for users who already interact, but it may limit exposure for new or smaller accounts, affecting how content spreads and how advertisers reach audiences.

Analyst inference

Social platforms regularly tweak feed and reply ranking to boost user time on the site; this move follows similar efforts by competitors to personalize experiences and retain active users.

Analyst inference

What to watch

1. Metrics on reply visibility, such as changes in impressions for mutual versus non‑mutual accounts, will show whether the algorithm shift is driving more engagement. Analyst inference
2. Reactions from smaller creators and brands, who may see reduced reach, could indicate broader effects on content diversity and advertising value. Analyst inference
3. Any regulatory or policy discussions about algorithm transparency, especially if the change is seen as favoring certain users, may influence future platform rules. Analyst inference

Evidence

• x.com