X lets you default to the “Following”

[shaownhasan]

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Which makes sense, however a lot of the peru b2b leads engagement gains on other apps actually come from videos posted by profiles that users don’t follow, which are inserted into their “For You”, algorithm-defined feeds.

feed instead, which is better for users, as it gives them more choice. But it also means that they’re not going to spend as much time in the app, unless you force them into the “For you” stream.

Which is another change that I’m tipping will be on the cards at X HQ, as it looks for ways to increase engagement in the app, especially around video content.

But, really, the change isn’t a surprise, given that every other social app is looking at similar, though it is interesting that Elon, who’s used X to fuel division and angst, in order to benefit his own ambitions, is now seeking to shift against it.

I mean, he clearly has no intention of altering his own posting approach as a result, and that’ll be another angle to montor, because his personal influence in the app remains so strong, that it’ll be interesting to see how these two approaches align, or not, in practice.