X, the social media platform formerly known as Twitter, is testing a new way of handling links on iOS devices in an effort to keep users within the app for longer. The update aims to make engagement tools like the like, reply, and repost buttons remain visible even after a user opens an external link.
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.
— Nikita Bier (@nikitabier) October 19, 2025
For creators, a common complaint is that posts with links tend to get lower reach. This is because the web browser covers the post and… pic.twitter.com/oWraLpPwji
Keeping users within the X ecosystem
Currently, when users click a link on X, the external webpage opens in full-screen mode, obscuring the original post entirely. According to the company, this design often results in users not returning to the platform after viewing the linked content. To address this, X is now experimenting with a layout where the original post collapses to the bottom of the screen instead of being completely replaced by the browser.
This interface update aligns with Elon Musk’s vision of transforming X into an “everything app” — a single platform where users can browse, shop, read, and interact without needing to leave. The change is also expected to address one of the platform’s long-standing issues: posts containing links typically perform poorly in terms of engagement compared to those with images or videos.
How the 𝕏 algorithm really works?
— DogeDesigner (@cb_doge) October 17, 2025
The algorithm doesn’t boost or hide posts randomly, it just tries to figure out if your post will be interesting to people.
That means:
If you post a plain link with no words, the algorithm doesn’t have much to judge, so it won’t show it to…
In a post announcing the test, X suggested that the current user interface might discourage interaction with linked posts. By keeping the original post visible, the company hopes to encourage more likes, replies, and reposts even when users follow external links.
AI-driven recommendations on the horizon
Alongside the link-handling update, Musk also announced upcoming changes to X’s recommendation system. He revealed that the platform is approximately four to six weeks away from what he called the “deletion of all heuristics,” meaning that the system will rely less on engagement metrics such as likes and replies.
The 𝕏 recommendation system is evolving very rapidly. We are aiming for deletion of all heuristics within 4 to 6 weeks.
— Elon Musk (@elonmusk) October 17, 2025
Grok will literally read every post and watch every video (100M+ per day) to match users with content they’re most likely to find interesting.
This should… https://t.co/HdKKgabRUN
Instead, the platform’s in-house AI model, Grok, will play a larger role in determining which posts appear in users’ feeds. “Grok will literally read every post and watch every video (100M+ per day) to match users with content they’re most likely to find interesting,” Musk said.
This move reflects X’s broader shift towards AI-driven content discovery, with the company aiming to create a system that understands posts contextually rather than depending on rigid algorithms. By focusing on the actual meaning and relevance of content, X hopes to give all users — even those with few followers — a greater chance of reaching wider audiences.
Moving towards Musk’s ‘everything app’
The latest updates mark another step towards Musk’s goal of building a multifunctional ecosystem similar to China’s WeChat, where users can perform a wide range of activities within one app. X has already introduced new features such as payments, video streaming, and audio calls, further expanding beyond its origins as a microblogging platform.
While the redesigned link experience is still being tested, it underscores the company’s commitment to keeping users engaged and reducing the likelihood of them navigating away from X. If successful, the update could redefine how users interact with linked content and pave the way for a more integrated app experience.
