X is testing a new feature on its iOS application that changes how users interact with external links. The new design aims to keep the platform’s engagement buttons, including like, reply, and repost, visible at all times. Currently, clicking a link opens a full-screen browser that covers the original post, a behavior that can reduce user interaction with the content.
The experimental interface alters this by collapsing the original post to the bottom of the screen when a link is opened, rather than completely obscuring it. This development is part of a broader strategy, articulated by Elon Musk, to transform X into an “everything app” that keeps users within its platform. The test is initially being rolled out to iOS users.
The company has acknowledged a frequent complaint from creators that posts containing links tend to receive lower reach. The current user interface, which directs attention away from the original post, is considered a primary reason for the reduced engagement. In an official post announcing the change, X noted the goal is “to make it easier for your followers to engage with your post while browsing links.”
Separately, Elon Musk announced that significant changes are coming to the platform’s recommendation system, which could further boost the reach of posts with links. Musk said the company is four to six weeks away from the “deletion of all heuristics,” which indicates that traditional engagement metrics like likes and replies will have less impact on content distribution.
The updated system will use an AI named “Grok.” Musk explained, “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.” This change represents a shift from a rules-based algorithm to an AI-driven model that directly analyzes content. The company anticipates that these updates will lead to increased reach for posts, including those from accounts with very few followers.
