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X (Twitter) Overhauls Link Handling to Boost App Engagement
In a major shift, X (formerly Twitter) is testing changes to how it processes external links, aiming to keep users within the app instead of redirecting them to other websites. Under Elon Musk’s leadership, this move aligns with his vision of transforming X into an “everything app”—but it also raises concerns about publishers, privacy, and platform dominance.
How Is X Changing Link Behavior?
Currently, clicking a link on X takes users directly to the external website. However, the platform is experimenting with:
– In-app content previews – Displaying snippets or full articles without leaving X.
– Fewer outbound redirects – Reducing traffic to original sources.
– Native hosting – Encouraging publishers to post directly on X.
This mirrors strategies used by Meta (Facebook, Instagram) and could help X increase ad revenue and user retention.
Why Is X Making This Change?
- Boosting Engagement & Ad Revenue
- More time in-app = more ad views and data collection.
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Redirecting users means lost monetization opportunities.
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Competing with News Aggregators
- X could rival Google and Facebook in traffic distribution.
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Publishers may get incentives for native posting.
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User Experience (Good or Bad?)
- Some users prefer seamless in-app browsing.
- Others may face lower-quality content if publishers withdraw.
Key Concerns & Challenges
- Publishers Lose Traffic – Media outlets relying on X for website visits could suffer.
- Privacy & Data Control – Will X track reading habits? How will analytics be shared?
- Regulatory Risks – “Walled garden” tactics could trigger antitrust scrutiny in the EU, India, and beyond.
Impact on Indian Users & Publishers
- Local Media at Risk – Smaller Indian outlets dependent on X referrals may struggle.
- Regulatory Pushback – India’s strict digital competition laws could challenge X’s approach.
What Happens Next?
As X rolls out these changes, watch for:
– Publisher backlash or negotiations for revenue sharing.
– Government reactions in key markets like India and the EU.
– User sentiment—will convenience outweigh concerns?
This move signals X’s aggressive push to dominate attention—but at what cost to the open web?
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