In recent days, platform X (formerly Twitter) has become the subject of heated discussions after Nikita Bier's interview, product chief in X, with Alex Heath. Bier revealed plans for a thorough redevelopment of the recommendation algorithm, which may have significant changes for content publishers, journalists and media. In the article, we will look at these changes, analyzing what they mean for the visibility of links to articles and whether the era of "punishment" is actually ending for sharing external links.
Redevelopment of the algorithm from scratch
X plans a complete reconstruction of its recommendation algorithm, inspired by Tesla's approach to Full Self-Driver (FSD). As Bier explains, the new system will be based solely on user behaviour – "bits in, bits out". This means that the algorithm will be trained on the basis of interactions such as sages, reps or comments. If the user engages in a post with a link, this content will be shown to similar users, without manual interference or rules based on keywords.
The key change is to eliminate old moderation mechanisms from Twitter times. There will be no more "key words" or manual lowering of the visibility of posts. Bier emphasizes that the algorithm will not have the technical ability to apply moderation rules or ranking based on keywords or site addresses. It's a direct directive from Elon Musk., to make the platform more neutral and based on free speech.
In practice this means no more "penalty" for sharing external links. In the past, posts containing references to articles often had limited coverage, which forced publishers to trick, such as publishing screenshots instead of direct links. Now, according to Bier, such practices will not be needed, and referral traffic (moved from X to external sites) has already increased.
Authenticity pressure
The "About This Account" function is intended to provide greater transparency by labeling accounts by geographical origin. This is to help users verify sources, which is consistent with Musk's vision of a free speech platform, without suspending accounts for views, but with emphasis on authenticity.
Journalists and publishers are seen as key to X, which is the number one news application in 157 countries. Their activity provides a "complete picture" of events, and the return of the media could strengthen the platform. Bier admits that there is a need to rebuild confidence among this group, which has largely gone to competitors like Mastodon, Bluesky or Threads after being taken over by the Twitter Musk.
Greater visibility of links and end of range cuts?
The main question for publishers is: will these changes bring greater visibility to links to articles? Based on Bier's declaration, yes. The lack of domain ranking means that link posts will not be automatically lowered in the algorithm. Instead, their coverage will depend solely on the involvement of users. If content is valuable and generates interactions, the algorithm will promote it.
It's a potential end to "cut the ranges behind the links." Previously, the Twitter algorithm had corrupted external references, which discouraged the sharing of complete articles. Now, with a new approach, publishers can count on natural growth in traffic. The interview author, Alex Heath, notes the increase in his own growth of traffic diverted to his website with X, which confirms positive effects.
The Future of X and Advice for Publishers
X pursues self-sufficient profitability, without dependence on xAI funds. Musk remains "extraordinaryly engaged", meeting with Bier several times a week.
For publishers, this is a chance to return to X as a central news hub. Advice? Focus on engaging content and monitor traffic with X. If the algorithm is actually neutral, links to articles will gain visibility, ending the era of artificial limitations.
Source: Interview with Nikita Bier, An interview short for X
