X is currently experimenting with a new approach to handling links on iOS in order to improve user engagement. The company is making changes so that like, reply, and repost buttons will always be visible when clicking on a link. This adjustment is aimed at addressing the issue where the original post is completely covered when a link is opened, resulting in decreased interaction with the content. Many users tend to not return to Twitter after following an external link, which impacts engagement. To combat this, X is now collapsing the original post to the bottom of the screen instead of letting the web browser take over the entire display. This move aligns with Elon Musk's vision of X as an all-encompassing app that users can seamlessly navigate without leaving the platform. One common criticism is that posts containing links on X often underperform. The introduction of this new feature suggests that the interface design plays a significant role in diverting users away from the platform, leading to reduced engagement levels. Elon Musk also hinted at upcoming changes to the recommendation system on X, which could potentially boost the reach of posts with links. He mentioned plans to eliminate certain heuristics in the coming weeks, shifting towards a more personalized approach where content is matched based on individual interests rather than traditional metrics like likes and replies. Transitioning to an AI-driven understanding of post content has been a long-term objective for X. These modifications have the potential to expand the reach of even accounts with minimal followers, signaling a shift towards a more sophisticated algorithm that prioritizes user preferences. Overall, these strategic adjustments by X aim to enhance user experience, increase engagement, and foster a more dynamic and personalized platform for its users.
