Twitter’s New Strategy: How X Plans to Keep Users from Leaving the App!

X (formerly known as Twitter) has devised a strategy to maximize user retention and deter them from switching to other apps.

Since Elon Musk took over Twitter, now renamed X, three years ago, the company has been striving to evolve the app into a comprehensive platform capable of performing a myriad of functions. While there is still a way to go, the ultimate goal is to replace most other major apps and incorporate all essential smartphone functionalities into one place. Elon Musk even has plans to introduce banking services on X.

As the app transitions towards becoming a versatile, all-in-one platform that users wouldn’t want to disconnect from, the X team is exploring ways to keep users engaged through various means. A significant change is on the horizon that will further encourage users to stay on the app.

Once You’re on X, You’ll Stay on X

Nikita Bier, the product manager, reveals that X is set to test a new feature that allows opening links without leaving X. This feature will initially be available on the iPhone, with plans to extend it to Android if user feedback is positive. Specifically, when a user taps a link within X on a mobile device, such as to an article, the page will not occupy the full screen. Instead, the original tweet will remain visible at the bottom of the display, and users will be able to interact with it (reply, share, like, bookmark) or swiftly return to X.

“Creators often complain that posts containing links tend to have lower reach. This issue arises because the web browser hides the post, leading users to forget to like or respond. Consequently, X does not receive clear signals about the quality of the content,” explains Nikita Bier.

This new feature is designed to enhance user engagement and increase the time they spend on the app, thereby generating more revenue. The app is also developing a new recommendation system, which will rely less on likes and responses to posts.