X announced on October 20, 2025, that it is testing a new link-handling experience on its iOS application. The feature is designed to increase user engagement with posts that contain links and supports Elon Musk’s stated vision for X as an “everything app” that users do not need to leave.
The test modifies the user interface for viewing external web pages. When a user clicks a link, the original post collapses to the bottom of the screen, which keeps the like, reply, and repost buttons constantly visible. This is a change from the standard functionality where an in-app browser opens in full-screen, completely covering the post and its interaction options. In its announcement, X acknowledged a “common complaint” from creators is that posts with links tend to generate lower reach. The company indicated this is because the full-screen browser experience guides users away from the post, thereby reducing engagement.
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, 2025
In a separate post on the platform, Elon Musk said that upcoming changes to X’s recommendation system could also contribute to increased reach for posts that include links. He stated that the company is four to six weeks away from the “deletion of all heuristics.” This change means that traditional engagement metrics like likes and replies will have a diminished influence on how content is distributed across the platform.
The 𝕏 recommendation system is evolving very rapidly. We are aiming for deletion of all heuristics within 4 to 6 weeks.
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
— Elon Musk (@elonmusk) October 17, 2025
Instead of relying on these signals, the system will depend on X’s artificial intelligence, named “Grok.” The shift to an AI-based understanding of post content, rather than a more rules-based algorithm, has been a stated long-term goal for the company. Musk explained Grok’s new role, stating the AI “will literally read every post and watch every video (100M+ per day) to match users with content they’re most likely to find interesting.” One potential outcome of these algorithmic adjustments is that accounts with very few followers could achieve increased reach for their posts.
