X, formerly known as Twitter, is implementing changes to how it manages external links within its iOS app, aiming to keep users engaged within the platform. These adjustments coincide with modifications to the platform’s recommendation system, potentially leading to increased visibility for posts containing links. The initiative reflects a broader strategy to evolve X into a more comprehensive “everything app,” according to Elon Musk.
Table of contents
Official guidance: W3C — official guidance for changing how handles links try keep Update 2025
changing how handles links try keep Update 2025 — Enhanced Link Interaction on iOS
X is currently testing a modified link display on its iOS app. The update ensures that the like, reply, and repost buttons remain visible even after a user clicks on an external link. The current functionality causes the linked page to fully cover the original post, which the company believes reduces user interaction with the original content. By maintaining the visibility of these engagement options, X intends to encourage users to interact more with posts even after exploring external content.
The company’s rationale is that many users do not return to X after following an external link, which negatively impacts overall platform engagement. By collapsing the original post to the bottom of the screen instead of allowing the web browser to dominate the display, X seeks to retain users within its ecosystem. This adjustment aligns with the stated goal of creating an environment where users have less reason to leave the platform.
Changes to the Recommendation System
In addition to the link display modifications, X is also altering its recommendation system. These changes could lead to greater reach for posts that include links, which have historically underperformed on the platform. The current interface design, which directs users away from X when following links, is believed to be a contributing factor to this underperformance. The post announcing the new feature suggests that the interface design leads you away from X, and thus lowers engagement.
Elon Musk has indicated that the company is moving away from a rules-based algorithm that relies heavily on likes and replies. He stated that the company is approximately four to six weeks away from “deletion of all heuristics.” Instead, X plans to utilize its AI model, Grok, to analyze all posts and videos on the platform, totaling over 100 million per day. Grok’s role will be to match users with content they are most likely to find engaging based on the content itself, not just metrics like likes and replies.
The Shift to AI-Driven Content Understanding
The shift towards an AI-based understanding of content has been a long-term objective for X. By leveraging Grok to analyze posts and videos, the platform aims to deliver more relevant and engaging content to its users. This approach could potentially increase the reach of accounts with smaller followings, as content will be evaluated based on its inherent quality and relevance rather than purely on popularity metrics.
This transformation represents a significant departure from traditional algorithmic methods that rely on signals like likes and replies to determine content visibility. By prioritizing content understanding, X hopes to create a more dynamic and personalized user experience, ultimately fostering greater engagement and retention within the platform.
Implications for Users and Content Creators
The changes to link handling and the recommendation system on X have several implications for both users and content creators. For users, the updated interface aims to provide a more seamless experience when navigating external links, making it easier to return to the original post and engage with the content. The AI-driven recommendation system could also lead to a more personalized and relevant content feed, exposing users to a wider range of perspectives and information.
For content creators, the potential for increased reach, regardless of follower count, could be a significant advantage. By focusing on creating high-quality, engaging content, creators may find it easier to connect with their target audience. However, the shift away from traditional metrics like likes and replies may also require creators to adapt their strategies and focus on crafting content that resonates with the AI’s understanding of relevance and engagement.
In conclusion, X’s adjustments to link handling and its recommendation system represent a strategic effort to enhance user retention and engagement within the platform. By keeping engagement options visible and transitioning to an AI-driven content understanding, X aims to create a more seamless and personalized experience for its users while potentially leveling the playing field for content creators. The success of these changes will depend on their ability to effectively balance user experience with the platform’s broader goals of becoming an “everything app.”
Disclaimer: The information in this article is for general guidance only and may contain affiliate links. Always verify details with official sources.
Explore more: related articles.