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X is experimenting with a new way to handle links on iOS in an effort to increase engagement on posts. The social platform is now keeping the like, reply, and repost buttons visible when users open links, instead of letting the linked webpage cover the entire screen.
Previously, clicking a link on X would open the page in full view, hiding the original post completely. This often caused users to stop interacting with the content or even leave the platform altogether. To address this, X is testing a layout that collapses the original post to the bottom of the screen, allowing users to continue interacting without exiting the app.
We’re testing a new link experience, starting on iOS — to make it easier for your followers to engage with your post while browsing links.
For creators, a common complaint is that posts with links tend to get lower reach. This is because the web browser covers the post and… pic.twitter.com/oWraLpPwji
— Nikita Bier (@nikitabier) October 19, 2025
The change aligns with Elon Musk’s ongoing vision of transforming X into an “everything app,” where users can browse, read, and engage without switching platforms. Many creators have long complained that posts containing links perform poorly compared to text- or image-based posts. The company now suggests that this drop in engagement is tied to the interface design, which takes users away from X when they click a link.
Alongside the interface update, Musk confirmed that X is also modifying its recommendation algorithm. He announced that the platform is “four to six weeks away from deletion of all heuristics.” In simple terms, likes and replies will play a smaller role in determining post reach. Instead, X’s AI assistant, Grok, will analyze more than 100 million posts and videos daily to match users with content that aligns with their interests.
This shift toward AI-driven content understanding represents a major step away from traditional, rule-based ranking systems. If successful, it could help smaller accounts and creators gain visibility, even without a large follower base.
