Over 500 million tweets are sent every day, making Twitter a powerful tool to reach your target group and get them on board. To boost the reach of your organisation or company, you need to understand how the Twitter algorithm works. That’s right, just like Facebook, LinkedIn and Instagram, Twitter also has an algorithm that determines what users see on their timeline.


How does the Twitter algorithm work?

To get the most out of Twitter, you need to know how its algorithm works. Have a look at the Twitter Engineering Blog for a detailed explanation and remember that tweets are now ranked according to the following criteria:

  • The ‘quality’ of the tweet: is it a recent tweet, does it include images or a video, and how much interaction does it have (likes and retweets)?
  • The person or organisation tweeting: how strong is your connection with this Twitter user, do you often react to his or her tweets, and how are you two linked?
  • The Twitter user: which past tweets did you react to, how often do you use Twitter and how active are you?


A new layout for your timeline

The Twitter algorithm assigns a score based on the level of user interaction. This score is recalculated every time the app or timeline is refreshed. As a result, users are shown an entirely new timeline every time. If you used Twitter mainly to get a chronological overview of the most recent and important news, you will now be left wanting. The algorithm will now put tweets you missed when you were logged out, either temporarily or for a longer period of time, at the top of the timeline, often adding some extra suggestions.

In most cases, Twitter will continue to display tweets by accounts you are following. However, Twitter will choose the tweets to be displayed based on the interactions with the accounts posting them. In the best-case scenario, tweets by your favourite blogger or influencer will still rank high, but there will also be more and more tweets by persons or organisations you do not follow.

Why? Once again, the answer is ‘engagement’. Users interacting with you will see your tweets more and more often, even if you do not follow their accounts, and vice-versa.


Six tips to boost your company’s reach

It is therefore very important to actively use your corporate account and build relationships (here comes the magic word again… engagement) with accounts that can help you boost your reach. A few tips to help you achieve this goal:

1. ‘Reuse’ your top tweets

Generally, it is recommended to ‘reuse’ content and retweet posts several times. However, avoid simply reposting every single tweet. Instead, retweet popular posts that have attracted a lot of likes or retweets. Thanks to the Twitter algorithm, these posts will be shared more often and with a wider audience.

2. Experiment with different posting times

Despite the Twitter algorithm, most tweets are still displayed in reverse chronological order. Just as with Facebook and LinkedIn, with Twitter you should determine the best time for your company or organisation to post. Tweets posted when many followers are active will naturally attract more likes or retweets.

3. Use videos

Videos are becoming increasingly important, also on Twitter. According to the platform, videos are six times more likely to be retweeted than photos and three times more than gifs (research conducted by HubSpot, 2017).

4. Use ‘branded’ hashtags

Hashtags were created specifically for Twitter and remain an efficient tool to boost your reach. The best way to use them? Create hashtags linked to your brand or event. During its Bosch ConnectedWorld  event in Berlin, Bosch promoted the hashtag #BCW18, which was eagerly used throughout the event and attracted a considerable number of new followers.

5. Reply to mentions

When we speak about reach and engagement, we often think of retweets. However, mentions are just as important. Replies on Twitter also increase impressions and engagement, which, in turn, boost your reach.

6. Promote tweets

If your organic reach is decreasing, you can also promote specific tweets or experiment with Twitter advertising. Have a look at the HubSpot blog and Twitter itself for useful information on these approaches.

Inspired by #bufferchat, HubSpot, Social Report and of course Twitter for Business.


Twitter has more than 100 million users worldwide, making it a platform that can help companies and organisations boost their reach and get in touch with new and existing customers and stakeholders. Regularly communicate with your followers and use this channel to quickly and efficiently reply to questions (both positive and negative). This will allow you to improve your company’s reputation and build a good relationship with your customers.

For more information go to https://business.twitter.com/en