Glossary · Algorithm

Time decay

Also known as: Decay rate

How quickly a tweet's reach drops off after publishing, typically with a half-life under 30 minutes.

In depth

X content has the shortest half-life of any major social platform. A typical tweet's impressions peak in the first 15-30 minutes and drop by 80% within 2 hours. Threads and long-form posts have slightly longer tails (24-48 hours) but the same shape.

Time decay is why posting cadence matters: you need fresh impressions per day to maintain reach. It's also why scheduling tools (and the right posting times) drive measurable outcomes — getting the publish moment right captures the algorithm's freshness boost.

Related terms

X algorithm

The ranking system that decides which posts appear in the For You feed and in what order.

Impressions

The number of times your tweet was loaded into a user's feed or shown on a profile.

Smart scheduling

Frequency-based scheduling with random jitter so automated posts don't look automated.

Thread

Tone profile

Now put it to work

AutoTweet generates and schedules X content tuned for the algorithm — the same one this glossary just explained.

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