In a nutshell
A repost means delivering someone else's post to your own followers without changing it. X's Help calls a post you share publicly with your followers a "repost," and says it works on your own past posts too (How to repost). Sharing with your own comment is a quote, which is a separate action from a repost.
Reposts vs. quotes
| Repost | Quote | |
|---|---|---|
| Your own words | Not added | Added |
| Reactions to the original post | Gather on the original post | Reactions also land on the quoting post |
| Good for | Spreading an announcement as it is | Adding why you're sharing it or what you thought |
In the weights of the recommendation system X has published, a repost is 1 and a quote is 5. It is heavier than a like at 0.66, but not as heavy as a reply or a quote. The details are in What gets a post into X's recommendations.
What to watch for in practice
One way to use reposts is to repost your own past post so it is seen again. However, if you repost the same post many times, your followers see it as the same story repeated. If you can leave a gap and add new information, a quote is the kinder choice.
It is also common to make "repost to enter" a condition of a campaign. X's contest guidelines ask you not to create rules that make people repeat the same post over and over (X's guidelines for running contests). The overall rules are covered in The basics of social media campaigns and Japan's premiums law.
The number of reposts is also a sign that people thought a post was worth telling others about. If you look back at which posts were reposted most, you can see which topics your customers want to spread.
In SNS TOWN
In the entry conditions of a campaign, you can add a repost (including quotes) in addition to a reply. Whether an entrant has reposted is checked only for the people who became winning candidates. The number of reposts can also be seen in the per-post numbers in Analytics.
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