X (Twitter) Fights Link Frustration with a Feature Designed to Boost Engagement

X—formerly known as Twitter—has announced an experimental feature that changes how links open within posts, rolling out first to iOS users. According to Nikita Bier, Head of Product at X, the design lets the web page open while the original post remains visible at the bottom of the screen, so creators can still like, repost, or reply.

The aim is to reduce friction and boost engagement by preventing the in-app browser from covering the post entirely, which Bier says weakens signals about content value used by the platform’s recommendation algorithms. He added that the change is meant to address the problem of posts with links tending to have lower reach.

Skeptics have suggested that such a tweak alone may not solve X’s engagement issues, with past accusations of throttling traffic and Elon Musk noting that links “don’t get much attention.” Bier urged creators to craft compelling posts that stand on their own rather than relying solely on the linked content, emphasising that the content itself remains key.