Elon Musk has admitted that X reduces the reach of posts with links in their main text. Musk called this practice “lazy linking” and suggested placing links in replies instead. This policy discourages users from clicking away to external websites, keeping engagement focused on the platform.
Musk wants creators to share long-form content directly on X, making it a hub for original material rather than a tool to drive traffic elsewhere. He has also introduced revenue-sharing incentives for popular posts, rewarding creators who keep their content within the platform.
Since Musk’s takeover in 2022, X has experiences so many changes to prioritise user retention.
What Are The User And Industry Reactions?
The response to this policy has been mixed, with many users not really welcoming the change. Tech investor Paul Graham described the link deprioritisation as X’s “biggest flaw.” He argued that it makes it harder to share and access valuable information, a main reason many users joined the platform.
Academics and researchers share these opinions, adding that X’s reduced support for links disrupts their ability to share studies and resources. Some professionals have already started moving to platforms like Bluesky, where such restrictions do not apply.
Everyday users have also shared their dissatisfaction, saying that the change limits their ability to participate in informed discussions. Many feel that reducing access to external sources has weakened X’s standing as a reliable space for sharing credible content.
How Has This Policy Affected Journalism?
Journalists have faced new obstacles in promoting their work on X, because less visibility of links makes it harder to attract readers to their articles. Some media organisations have decided to leave the platform altogether, with frustrations being about this change.
The Guardian is one of the publications that announced it would stop posting on X, describing the platform as “toxic.” NPR and Spain’s La Vanguardia have also scaled back their presence, attributing this to the issue of not being able to share reliable news and worries about X’s handling of disinformation.
Journalists still using X have had to adjust their content strategy, often placing links in replies to work around the restrictions. Many find this solution unsatisfactory, as it limits the reach and engagement of their content compared to how the platform operated previously. Users do not always scroll down to see reply tweets.
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What Are The Risks For Misinformation?
Critics argue that deprioritising links makes it easier for unverified content to spread unchecked. Without access to direct sources, users may be more likely to encounter posts that lack context or evidence.
Media organisations and researchers warn that this policy undermines transparency. Posts without clear references to credible sources are harder to verify, making it more difficult to separate fact from fiction. This has been a recurring issue for X, which has previously faced backlash over its handling of harmful content.
How Does This Go With Musk’s Views?
Musk has often criticised traditional media, accusing major outlets of bias and failing to provide balanced reporting. His changes to X appear to reflect these views, encouraging the platform to move away from relying on established institutions for credibility.
Musk has also prioritised independent creators and alternative narratives, often amplifying unverified accounts over mainstream sources. While some users appreciate this push for decentralised content, others argue that it undermines trust and weakens the platform’s reputation as a space for informed conversations.
The reduction in link visibility further reflects Musk’s push to establish X as a self-sufficient platform, less reliant on external sources and more focused on fostering direct engagement among its users.
How Have Competitors Responded?
Platforms like Bluesky have gained traction as frustrated users look for alternatives. Bluesky, launched by former Twitter CEO Jack Dorsey, has been praised for allowing open and unrestricted sharing of links, attracting professionals, academics, and journalists seeking a less restrictive environment.
Reports have also suggested that X delays links to competing platforms, including Facebook, Bluesky, and Substack. These delays have been criticised as an attempt to discourage users from exploring other options while maintaining X’s audience base.
