X is testing a new way to open links in posts to improve engagement

Links have proven to be a tricky thing when it comes to social media engagement. On platforms like Threads, data suggests that people often don’t click on links in posts, and X creators have complained that posts that include links don’t get as much visibility. X is now trying to figure that out. Product Manager Nikita Bier shared that the platform is “testing a new link experience” that allows people to open a link without leaving the original post entirely, so they can still see the Like, Repost, and other buttons. The test will be rolled out to iOS users first.

“To help get a better signal, posts will now collapse to the bottom of the page so people can react as you read,” Bier wrote along with a screen recording of how it will work. As for why posts with links generally don’t perform as well, Bier said, “This is because the web browser covers up the post and people forget to Like or Reply. Therefore, X doesn’t get a clear signal as to whether the content is good.”

Of course, X has been accused of limiting links to specific sites, and Elon Musk has saying In the past, those links “don’t get as much attention” on the platform, so modifying the popups will only go so far to address the reach issue. Bier added that publications should always “consider great content, so write a strong title.”