X, formerly known as Twitter, is testing a new approach to link handling on iOS to improve user engagement. This aims to reduce drop-offs. The update ensures that the like, reply, and repost buttons remain visible. They stay visible even when a user opens an external link from a post.
Currently, when a user clicks a link, the new page covers the original post. This often leads to fewer likes, replies, or reposts. This redesign aims to encourage continuous interaction while keeping users within the X platform.
According to early testers, instead of allowing the web browser to take over the entire screen, the original post will collapse to the bottom, letting users return easily. Elon Musk has frequently expressed his vision of making X an all-in-one platform. Here, users can access news, entertainment, payments, and even shopping, all without leaving the app.
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.
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
— Nikita Bier (@nikitabier) October 19, 2025In a post on X, Musk acknowledged that posts containing links typically perform worse, as users are taken off-platform. The company believes that the interface design, rather than the content itself, contributes to the lower engagement on linked posts.
Musk also hinted at further algorithmic updates to improve post visibility, especially for those containing links. In a major announcement, Musk revealed that X will shift to an AI-driven recommendation system. This will be led by the company’s in-house AI model, Grok.
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He noted that within the next four to six weeks, X plans to “remove all heuristics” from its algorithm. This means traditional metrics such as likes and replies will play a smaller role in determining reach. Instead, Grok will analyse more than 100 million posts and videos daily to understand user preferences. Consequently, this will deliver more relevant content.
