Timing & Frequency

When to post and how often, based on algorithm mechanics.

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The Author Diversity Penalty

The most important timing factor in the algorithm.

How It Works

When multiple posts from the same author appear in one feed session:

Post #1: 100% of calculated score
Post #2: ~76% of calculated score
Post #3: ~59% of calculated score
Post #4: ~47% of calculated score
...
Post #N: Converges to ~20% floor

Formula:

multiplier = (1 - floor) × decay^position + floor

What This Means

Posting Frequency	Impact
1 post/day	Optimal per-post score
2 posts/day	2nd post significantly penalized
3+ posts/day	Rapidly diminishing returns
Threads	Counts as ONE author slot (good!)

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Optimal Posting Strategy

General Guidelines

Frequency	Recommendation
Minimum	1 post/day for consistency
Optimal	1-2 quality posts/day
Maximum	3 posts/day (spaced 4+ hours)
Threads	Can be longer, counts as 1 post

Spacing Your Posts

If posting multiple times per day:

❌ Bad: 3 posts within 1 hour
✅ Good: Post at 9am, 2pm, 7pm

Minimum spacing: 3-4 hours
Ideal spacing: 6+ hours

Thread Strategy

Threads are the exception to frequency limits:

Thread = 1 "author slot" regardless of length

Benefits:
├── High dwell time (people read through)
├── No diversity penalty for thread tweets
├── Multiple engagement points
└── Easy to bookmark/save

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The Age Filter

Posts older than a threshold are filtered out entirely.

Implications

Factor	Action
Posts “expire”	Time your posts for maximum initial reach
Freshness matters	Post when your audience is online
Viral potential	Early engagement determines longevity

The First Hour

The most critical window for any post:

0-15 min: Initial distribution to followers
15-60 min: Algorithm measures engagement
1+ hour: Decision point for wider distribution

Strategy: Be available to engage in replies during the first hour.

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Finding Your Audience’s Peak Times

General Peak Times (US-centric)

Time (ET)	Activity
8-9 AM	Morning scroll
12-1 PM	Lunch break
5-7 PM	Evening commute
9-10 PM	Night scrolling

Finding YOUR Peak Times

Your audience may differ. Check:

1. X Analytics → Posts → Best times
2. Experiment with different times
3. Track engagement rates by post time

Time Zone Considerations

Audience Type	Strategy
US-focused	ET 8am-10pm window
Europe-focused	CET business hours
Global	Multiple windows or overlap (2-4pm ET)
Niche-specific	When your niche is active

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Weekly Cadence

Sample Weekly Schedule

Day	Posts	Type
Monday	1-2	Thread or insight
Tuesday	1-2	Engagement-focused
Wednesday	1-2	Value content
Thursday	1-2	Controversial/discussion
Friday	1	Fun/casual
Saturday	0-1	Optional
Sunday	1	Planning thread

Rest Days

Taking breaks is fine:

✅ Consistency matters more than daily posting
✅ Quality doesn't require 7 days/week
✅ Occasional breaks don't hurt algorithmic standing
❌ Long absences (2+ weeks) may reduce initial reach

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Consistency vs. Volume

The Algorithm Learns Your Pattern

Consistent posting → Algorithm learns when to check for your content
Erratic posting → Less predictable distribution

Choose a sustainable cadence you can maintain.

Quality Trade-offs

Approach	Pros	Cons
Daily posting	Consistency, more shots	Quality may suffer
3x/week	Higher quality per post	Less visibility
1x/week	Maximum quality	Easy to forget about you

Recommendation: 5-7 posts/week, evenly spaced.

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Quick Reference

Posting Checklist

• Has it been 3+ hours since my last post?
• Is this peak time for my audience?
• Will I be available to engage for the first hour?
• Is this a quality post worth the author slot?

Timing Rules

Rule	Details
Space posts 3-4+ hours	Avoid diversity penalty
Post at peak times	Check your analytics
Be present first hour	Early engagement matters
Threads > multiple posts	Better use of author slot
Consistency > volume	Sustainable cadence wins

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Next: Avoiding Penalties →