Head of Product at X, Nikita Bier, announced that the platform is testing a new link experience designed to enhance engagement within posts. The update allows users to open links without leaving the original post entirely. This feature is currently being tested for iOS users, aiming to address one of the major concerns of creators—low engagement on posts that contain links.
X App New Link Experience to Keep Users Engaged on Posts
Creators on X have long complained that posts containing external links often receive fewer likes, replies, and reposts. This happens because users are redirected away from the post upon clicking a link. With the X app new link experience, users can now interact with the original post even while viewing the linked page. The familiar engagement buttons—Like, Repost, and Reply—will remain visible on the screen, keeping users connected to the content.
Nikita Bier Explains the Reason Behind Low Engagement on Link Posts
Sharing the update on X (formerly Twitter), Bier wrote, “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.” She explained that posts with links tend to get lower reach because the web browser covers the post, causing users to forget to engage. The new feature will instead collapse the post to the bottom of the page, allowing users to interact while reading the linked content.
How the New Link Interface Works on X App
Bier also posted a screen recording demonstrating how the new experience functions. When a user taps a link, the webpage opens, but the post remains minimized below, letting users react instantly. This layout provides smoother interaction and better performance signals for X’s algorithm. It could also motivate creators to add more links without worrying about losing engagement.
Elon Musk’s Past Remarks and Bier’s Advice for Creators
In the past, Elon Musk has noted that links on X “don’t get as much attention.” The new popup tweak may not fully fix that, but it’s a step forward in improving engagement metrics. Bier also encouraged creators to focus on quality, saying, “Posts should always stand alone as great content—so write a solid caption and make it engaging.” The experiment marks X’s continued effort to refine user experience and support creators on the platform.
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