Bookmarks now outweigh likes, by a lot.
X re-weighted the For You algorithm in November 2025 to weight bookmarks at roughly 2.5 times a like. Three months of campaign data in, here is what actually changed.
Three months after X shipped the bookmark re-weighting, we have run the regression analysis across 3.1 million tweets tracked on our customer campaigns since the change. The headline finding: bookmarks are now the dominant signal in For You ranking by a wider margin than X engineering initially described.
Our regression weight lands at 2.5 per bookmark compared to 1.0 per like. The official weight X has discussed in engineering posts runs closer to 2.0. Our 2.5 number holds across tweet types, niches, and follower count bands.
What changed in operator behavior
Two shifts in our customer campaign data since November. First, Engagement Suite orders with balanced bookmark ratios now outperform orders that leaned heavy on likes by roughly 34 percent on downstream organic impressions. Before the re-weighting, the delta was closer to 12 percent. Second, standalone like orders (which we still sell on the Likes page) have seen their impression lift per dollar decline by about 20 percent, which is why we now default new Suite customers to the composite bundle.
What to do about it
If you are running organic growth, bookmarks are the single highest leverage signal you can earn. Tweets that reward rereading get bookmarked. Tweets that reward laughing get liked. The algorithm now pays more for the first kind.
If you are running paid signal, the ratio matters more than any single axis volume. 10 bookmarks per 1 retweet per 5 likes is the target. Our Engagement Suite ships at that ratio by default now.
Full breakdown with regression methodology on the algorithm guide.