X tests experimental topic feed filter

Social Media Today

by Andrew Hutchinson

March 1, 2026

AI-Generated Deep Dive Summary

X has introduced a new experimental feed filter feature in its app, allowing users to customize their timelines around specific topics. The tool enables users to emphasize trending news and popular categories, guiding X’s algorithm to prioritize these focus areas in the For You tab. This development aims to help users stay informed about rapidly evolving global events, particularly benefiting those in regions impacted by recent Middle East developments. The feature was initially rolled out to users in the U.S., Canada, and select Middle Eastern countries, including Egypt, Iran, Israel, Saudi Arabia, Turkey, and others. By aligning the algorithm with user-selected topics, X hopes to enhance the relevance of its real-time news feed, which is increasingly default for all users. Despite 80% of X users not engaging with content through likes or reposts, this filter could offer a more effective way to curate personalized updates without relying solely on engagement data. For marketers and social media enthusiasts, this feature could be a game-changer. By allowing users to focus on specific topics, brands can potentially reach more engaged audiences who are actively seeking information in their areas of interest. Additionally, the filter’s ability to adapt to shifting user interests aligns with X’s goal of becoming a go-to platform for real-time news and updates, making it a valuable tool for driving in-app engagement and relevance.

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Originally published on Social Media Today on 3/1/2026