X Users Decry Link Suppression as Platform Prioritizes On-Site Engagement

Users of X, formerly Twitter, are expressing widespread frustration over a perceived and acknowledged suppression of external links, a policy implemented under Elon Musk's ownership aimed at increasing time spent on the platform. The move has sparked significant backlash from content creators, news organizations, and everyday users who argue it diminishes the platform's utility as a hub for information sharing.

The discontent stems from a noticeable reduction in the reach and engagement of posts containing external links. Jesse Colombo, a technology investor and writer, conducted an A/B test demonstrating a dramatic difference in views: a post without an external link garnered 1,700% more views than a nearly identical one that included a link. This aligns with observations from many users who report their linked content receiving minimal visibility.

Elon Musk, X's owner, has acknowledged the algorithmic deprioritization of links, suggesting users "just write a description in the main post and put the link in the reply," to combat what he termed "lazy linking." This strategy is part of a broader effort to retain users within the X ecosystem, thereby maximizing ad revenue and engagement metrics. However, critics argue this approach hinders the free flow of information and forces content creators to adapt their sharing methods.

The policy has significant implications for news outlets and content creators who rely on social media to drive traffic to their websites. Some users and news organizations are exploring alternative platforms like Bluesky, where links are not deprioritized, reporting better engagement there. The shift marks a departure from Twitter's original role as a primary link-sharing platform, pushing users towards creating long-form content directly on X, often requiring a paid subscription for full features.