Redesigned feature keeps post reactions visible while browsing links, tackling complaints about reduced visibility for linked content.
X is rolling out an innovative link-handling feature to address a key creator concern: posts with external links often suffer from lower engagement due to algorithmic deprioritization.
Announced on October 19, 2025, by Head of Product Nikita Bier, the iOS-exclusive test allows links to open in an overlay that keeps the original post’s Like, Repost, and Reply buttons visible at the screen’s bottom.
Shared via Bier’s X post , this “new link experience” aims to collect stronger engagement signals to boost post reach on the platform’s algorithm-driven Timeline.
The update responds to a persistent issue across social media, where linked posts see reduced interaction. On platforms like Threads, data from Social Media Today shows users rarely click links, and X creators have long noted similar visibility drops.
Bier explained that traditional link clicks open a full-screen browser, obscuring the post and discouraging reactions, which weakens algorithmic promotion. This test ensures users can engage without leaving the feed, potentially leveling the playing field for linked content.
X’s move comes amid broader platform tweaks, including a recent bot purge removing 1.7 million accounts and AI-enhanced recommendations via Grok, per X’s Engineering blog. Past accusations of link throttling—targeting news sites—persist, with Elon Musk acknowledging links get less traction.
While Bier’s fix focuses on user experience, some Reddit users question whether it fully resolves deeper algorithmic biases. Bier advises creators to craft standalone captions to maximize impact, regardless of links.
The feature leverages Bier’s expertise in viral growth, honed through apps like tbh, acquired by Meta, per his LinkedIn.
Early feedback on X shows creator optimism, with posts noting “finally a fix for link penalties,” though some users dislike in-app browsers for limiting external navigation.
If successful, the test could expand to Android, strengthening X’s appeal against rivals like Instagram and TikTok.
Creators can optimize posts using X’s Analytics dashboard to track engagement or explore strategies on Hootsuite. With X’s 500+ million active users, this tweak could significantly boost creator visibility, especially for those reliant on external links for monetization.
As the platform evolves, this experiment signals a push to empower content creators while refining its role in the social media landscape.
