X tests in-post link viewer on iOS to boost engagement

X is experimenting with a new link experience that opens links without fully leaving the original post, currently rolling out to iOS users. The in-post viewer collapses the post to the bottom of the screen so readers can still Like, Repost and reply while browsing linked content — a move aimed at improving engagement signals for posts that include links.

Why this matters: posts with links often see lower reach because the web browser used to display the link covers the post, making users less likely to interact. X product head Nikita Bier says the test should help posts “get better signal” by keeping interaction buttons visible while people read link content.

• Rollout: testing on iOS first.
• Goal: increase visibility and engagement for link-containing posts.
• Limitations: some argue link throttling or algorithmic downranking still affects reach, so UI tweaks may not fully solve the problem.

Context: creators have long reported that posts with external links underperform, and X (formerly Twitter) has acknowledged links “don’t get as much attention.” Bier also reminded creators that captions should “stand alone as great content.”

Read the original report: Engadget — X tests a new way of opening links and see product head Nikita Bier on Twitter: @nikitabier.

Discussion: Do you think an in-post link viewer will make you click and engage with more link posts, or does the algorithm still determine reach?