X tests new link format to keep users on the platform

Social platform X (formerly Twitter) is testing a new link display format in its iOS app aimed at reducing the number of users leaving for external sites and boosting overall engagement.

Currently, when users tap a link, the in-app browser opens over the post, completely covering it. According to X’s development team, this reduces likes, comments, and reposts. In the updated interface, the post will remain visible at the bottom of the screen even after the webpage opens, allowing users to like or comment without returning to the main feed.

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

Experts say this move is part of Elon Musk’s long-term vision to turn X into an “everything app” – an all-in-one ecosystem that combines social interaction, content, video, news, and payments.