Why the first half hour after you hit “Post” determines everything — and exactly when to post based on your niche.
X’s algorithm uses an age decay with a half-life of 360 minutes (6 hours). After 6 hours, your post is worth half its original potential. After 24 hours, it’s essentially invisible.
Decay rate: 0.003 — continuous and relentless.
The algorithm uses logarithmic scaling. Each additional engagement is worth less:
| Engagement Count | Algorithmic Value | Relative Weight |
|---|---|---|
| 1st engagement | 100% | Full value |
| 2nd engagement | 58% | Just over half |
| 4th engagement | 32% | One-third |
| 8th engagement | 17% | One-sixth |
| 16th engagement | 8% | Minimal |
Your first 5-10 engagements matter far more than the next 50. Getting 5 replies in the first 15 minutes is exponentially more valuable than 50 likes over 6 hours.
| Time Window | Performance | Notes |
|---|---|---|
| 9 AM - 12 PM | Peak | Highest active user count |
| 12 PM - 3 PM | Strong | Lunch break scrolling |
| 3 PM - 5 PM | Avoid | Afternoon slump, lowest engagement |
| 7 PM - 9 PM | Moderate | Evening browsing, but author reply rates drop |
| Day | Rating |
|---|---|
| Monday | Good |
| Tuesday | Best |
| Wednesday | Best |
| Thursday | Best |
| Friday | Fair (drops after 2 PM) |
| Saturday | Low (9-11 AM only) |
| Sunday | Low |