X Changes How It Handles Links to Boost Engagement

X is testing new ways to handle links on iOS, aiming to keep users engaged inside the app instead of losing them to external websites.

Currently, when users tap a link in a post, the webpage takes over the full screen, hiding the original tweet and its engagement buttons. This often results in fewer likes, replies, and reposts — and in many cases, users don’t return to the app afterward.

With the new update, X will keep the original post collapsed at the bottom of the screen while displaying the linked webpage. This subtle design change makes it easier for users to interact with the original post without leaving X completely. The goal aligns with Elon Musk’s vision of turning X into an “everything app” where users never have to leave the platform.

Many users have long complained that posts containing links perform poorly. X’s new approach suggests that this issue stems more from the app’s interface than from algorithmic bias.

In addition, Musk announced that X’s recommendation system is getting a major overhaul. The company plans to remove traditional “heuristics” — meaning likes, replies, and reposts will no longer determine visibility. Instead, X’s AI system, Grok, will read every post and video (over 100 million daily) to understand content contextually and recommend posts that match user interests.

This AI-driven system marks a shift from rule-based algorithms to true content understanding. It could help smaller accounts gain visibility and engagement, even if they have limited followers, while giving link-based posts a better chance to perform.