X, formerly known as Twitter, is rolling out a new in-app browser experience designed to encourage more interaction with posts containing links. The update, initially available on iOS, allows users to browse linked content while keeping the post’s engagement options like commenting, reposting, liking, or saving accessible at the bottom of the screen. This change aims to address creators’ concerns about posts with links receiving lower reach and engagement, as the previous full-screen browser obscured the post and discouraged interaction.
Nikita Bier, X’s head of product, shared this update, emphasizing the goal to make link posts more engaging and visible on the timeline. This comes amid broader changes including xAI’s Grok system enhancements to personalize content recommendations on the platform. Despite a decline in referral traffic and some publishers leaving the platform, X aims to revive its role as a key social media site for creators and journalists through UX improvements and algorithm tweaks.
If successful, these changes could make X more attractive for sharing and engaging with content, potentially drawing back users and publishers who had become less active on the platform.
