X is currently experimenting with a new approach to link handling on its iOS platform. The proposed change will allow buttons for liking, replying, and reposting to remain visible while users navigate to links, which previously covered the original post entirely. This alteration is intended to enhance user engagement, as research suggests that users may not return to the platform after clicking on external links.
To address this issue, X plans to position the original post at the bottom of the screen rather than allowing the browser to take over. This shift aligns with CEO Elon Musk’s vision of transforming X into an “everything app,” where users can interact without leaving the platform.
Concerns about the performance of posts containing links on X have been commonly noted, with suggestions that the current interface may contribute to decreased user engagement. The recent announcement of the new feature implies a potential link between the interface’s navigation and overall post interaction.
In a separate statement, Musk indicated that adjustments to the recommendation system are forthcoming, aiming to enhance the reach of posts with links. He mentioned an upcoming “deletion of all heuristics,” which suggests a move away from traditional metrics like likes and replies in favor of an AI-driven model. This approach, described as having Grok analyze every post and video, aims to better match users with content that aligns with their interests.
The transition towards an AI-based understanding of content, rather than relying on established rules, has been a longstanding objective for X. These developments may not only improve engagement but could also extend the reach of users with smaller follower bases.
Source: https://www.theverge.com/news/802480/x-is-changing-how-it-handles-links-to-try-and-keep-you-in-the-app