How X plans to keep you engaged in the app
What's the story
Social media platform X is testing a new way of handling links on its iOS app. The change aims to keep users engaged by keeping the buttons for liking, replying, and reposting always visible. Currently, when you click a link on X, it takes over the whole screen and obscures the original post. This often results in lower engagement rates as users may not return to interact with content after following external links.
Strategy shift
New strategy involves collapsing the original post
The new strategy from X involves collapsing the original post to the bottom of the screen instead of letting a web browser take over. This is part of Elon Musk's vision for X as an "everything app" that users wouldn't have to leave. The change is also in response to complaints about posts with links not performing well due to their interface leading users away from X, thereby reducing engagement rates.
Algorithm overhaul
Musk hints at changes to X's recommendation system
Musk has also hinted at upcoming changes to X's recommendation system, which could boost the reach of posts with links. He said that the company is four to six weeks away from "deletion of all heuristics," meaning likes and replies will matter less. Instead, he said, "Grok will literally read every post and watch every video (100 million+ per day) to match users with content they're most likely to find interesting."
AI integration
Shift toward AI-based understanding of post content
The shift toward an AI-based understanding of post content, rather than a rules-based algorithm, has been on X's agenda for some time. These changes could potentially increase the reach of posts even for accounts with a small number of followers. The move is part of X's broader strategy to enhance user experience and engagement on its platform.