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· Posted on
February 21, 2024

X marks the spot where headlines go to die as Elon Musk tries to push long-form content in the app

X will start to remove headlines from articles posted on X.

What's the key learning?

  • If users now post a linked articles on X, it will show the header image but with no headline or summary text.
  • The goal is for less people to click out of X, and to have more long form content in the app.
  • The relationship between social media players and media outlets has shifted forever.

👉 Background: Elon Musk became the owner at X (or Twitter) in October 2022. Since then, X's revenue has declined each month by at least 55% year-on-year since Musk took over.

👉 What happened: Now, X will start to remove headlines from articles posted on X. So if you post a linked article from The New York Times about Taylor Swift and Travis Kelce, it will show the header image... but no headline or summary text.

👉 What else: While this may seem like a poor UX, the goal is for less people to click out of X... and have more long form content in the app.

What's the key learning?

💡The relationship between social media players and media outlets has shifted forever.

💡In the past, this relationship was mutually beneficial.

  • News publications allowed their content on social media because it drove more traffic to their articles.
  • Social media platforms liked news articles on their platforms because it drove discussions, comments and engagement.

💡Now, Musk has developed X's algorithm to optimise for time spent on the platform, and reduce attention given to external links. This just shows how he is trying to reshape how users consume news to more long-form content consumed in-app.

‍

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