According to information obtained by Fortune and confirmed by Elon Musk, X plans to remove titles and descriptions generated when sharing a link in a post.
This comes straight from me. It will greatly improve the aesthetics.
— Elon Musk (@elonmusk) August 22, 2023
It is reported that future X posts with links will display an image with no text added, providing no context except a URL overlay.
Clicking on the image will take users to the full article on the publisher’s site.
The change, confirmed by Musk, is primarily designed to reduce the height of tweets to fit more posts on screen.
Screenshot from X, August 2023
The future of Twitter cards
The Twitter Cards formatwhich includes an image, title, and short description of the item, adds context to links shared on the platform when tweets were limited to 140 characters.
Content publishers may rely on tools, such as third-party WordPress plugins, to customize the information that appears on social media when readers share a link to an article.
Screenshot from X, August 2023
By replacing the Twitter Cards feature with an image URL overlay, anyone sharing an external link in an X post needs to add additional text to have an equally appealing format.
Alternatively, publishers will need to update the format of featured images to include enough text to entice X users to click.
X and content creators
The upcoming change to how links to external websites are displayed on X comes after Musk encouraged writers and journalists to share content directly on X.
If you are a journalist who wants more freedom to write and a higher income, then publish directly on this platform!
— Elon Musk (@elonmusk) August 21, 2023
It is not the first time that he has stated that he prefers individual points of view over those expressed by publications.
Bounce on WSJ, NYT, BBC, Bloomberg, WaPo and Twitter in general.
It’s best to follow individual journalists rather than publications, as the quality is extensive.
— Elon Musk (@elonmusk) November 21, 2021
I find it more useful to read/follow individual journalists rather than publications.
Each publication will have a wide range of viewpoints, even though the vast majority of stories on any subject are negative, perhaps reflecting innate human biases.
Citizen Journalism FTW!
— Elon Musk (@elonmusk) April 27, 2021
Musk’s seemingly contradictory decisions continue to shape X’s platform.
In addition to reinstating banned users, X plans to revamp the mute and block system that many users rely on to reduce what they consider to be unwanted content.
The safety of our users on X is our number one priority. And we’re building something better than the current block and mute state. Please keep the feedback coming. https://t.co/ekIvyOhRqQ
— Linda Yaccarino (@lindayaX) August 19, 2023
In the same month, X also announced new brand safety controls and partnerships for advertisers. It also made the second round of ad revenue payments to individual influencers signed up to Twitter Blue.
Impact on marketers
This ambitious move by X is the latest in a series of dramatic changes for the platform, reflecting how Musk’s personal preferences have transformed the network formerly known as Twitter.
For those promoting content on X, the pending change to how links are displayed will force marketers to update their tactics to keep driving traffic from X to external websites.
Featured image: Leefuji/Shutterstock
