[FAQ]

Hi,

I’ve been digging into our X analytics and the drop-off in engagement after the first hour is incredibly steep. It feels like we put a lot of effort into a post for it to have a lifespan shorter than a mayfly.

I’m trying to understand what the “typical” lifespan of a post really is in 2025. Is it minutes? Hours? And more importantly, are there effective strategies for reviving older, successful content? It seems like a waste to just let a great post die after its initial run.

Appreciate any insights on maximizing content longevity.

[Jeff Bullas]

That’s a vital question for content efficiency.

Short Answer: The useful lifespan of an average X post is incredibly short, typically under an hour, but you can effectively revive your best-performing content by strategically repurposing it into new formats.

The platform’s fast-moving nature means content decay is inevitable, but this is precisely why a multi-format revival strategy is so powerful.

To give your best ideas a second life, you must present them in a completely new wrapper. First, one of the most effective methods is to take a successful text-based post and convert its core message into a visually striking image format, such as a well-designed infographic or a bold quote card, which captures a different kind of audience. Second, you can revive an older post by using the quote feature to add a new text-based insight or update, which re-contextualises the original content and pushes it back into the timeline for fresh engagement. Finally, the highest-value revival tactic is to expand on a successful thread or image post by creating a short-form video that discusses the topic in greater depth, leveraging the algorithm’s preference for native video to reach the widest possible new audience. Simply reposting the exact same content without adding new value is a lazy practice that users will ignore and the algorithm may flag as spam.

Cheers,

Jeff

[Author]

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