In a bid to enhance user engagement, X is currently testing a significant change to its link handling on iOS devices. This new feature aims to keep the buttons for liking, replying, and reposting visible, even when users navigate away from the original post. Traditionally, when a user clicks a link on X, the external page takes over the screen, obscuring the original content. This design flaw has been identified as a primary reason for decreased user interaction with posts.
Many users who click on links may not return to X after visiting an external site, which is detrimental to the platform's overall engagement metrics. To combat this, X is adopting a new approach by collapsing the original post to the bottom of the screen instead of allowing the web browser to dominate the interface. This strategic change aligns with Elon Musk’s vision of transforming X into an "everything app," where users can remain engaged without the need to navigate away.
It has become a common sentiment among users that posts containing links do not perform as well as those that do not. The recent announcement regarding this new feature suggests that the current interface may lead users away from X, ultimately lowering engagement rates. By maintaining visibility of interactive buttons, the platform hopes to encourage users to interact more with the content they encounter.
In addition to modifying link handling, Elon Musk has also indicated that X will be revising its recommendation system. This overhaul could significantly increase the reach of posts containing links. Musk mentioned in a recent post that the company is approximately four to six weeks away from the "deletion of all heuristics." This means that traditional metrics like likes and replies will carry less weight in content visibility. Instead, Musk stated, “Grok will literally read every post and watch every video (100M+ per day) to match users with content they’re most likely to find interesting.”
The transition to an AI-based understanding of content, as opposed to a rules-based algorithm, has been a longstanding objective for X. This shift is anticipated to democratize reach on the platform, potentially benefiting accounts with minimal followers. As these changes roll out, users may find that they are more frequently exposed to content that aligns with their interests, regardless of their social media reach.
As X continues to evolve, it remains focused on enhancing user experience and engagement through innovative features and strategic adjustments to its algorithms. These updates are not only aimed at improving interaction but also at solidifying X as a versatile platform where users can seamlessly engage with diverse content.
