Hot off the press is that X has announced its updated link preview format and marketers are in a fix about how this will affect brand advertising efforts on the platform.
Crowd sits down to discuss this new development and all that it entails with our Digital Performance Manager, Brett Magill.
Hi Brett, so let’s dive right in with your thoughts about X rolling out its updated link preview format-
Brett: Ofcourse. Elon Musk envisions X as more than just a social media platform; he wants it to become a super app. This means using X's mobile capabilities to enable users to perform a wide array of tasks, from blogging to payments and even podcasting. It's about creating an all-encompassing digital playground where users can do everything from a single application.
I believe that in many ways; this update attempts to reflect that goal; keeping users in app and engaging in native content on it.
How does this prioritisation of inbound content affect user engagement and the platform's transparency?
Brett: X is making a strategic shift to encourage users to stay within the app by prioritizing inbound content which means moving away from the previous practice of using bite-sized links. The new link preview format aims to keep users engaged within the app, and in this update’s case, reducing click through rates and interaction on such links. Links are less engaging. This shift reflects old Twitter’s commitment to transparency, but tries to also now be X’s answer to native app content needs.
It is obvious that this is one of the first steps into X departing from the Twitter signature clickbait articles. How do you think this will impact advertisers?
Brett: Before Elon Musk bought it, Twitter was known to engage users through clickbait or outrageous articles, users would ramble on in threads about a headline without actually reading the content, which has contributed, in small part, to a sense of mistrust about the platforms ads and content in general.
Musk's alterations to link previews on X signify a shift towards less engaging outbound content that encourages users to stay on the app and foster genuine interactions with the articles. However, this transformation may not be favourable for advertisers who generally need outbound from X to their landing pages and so on.
How does Musk’s approach to technology affect X, and what can we expect in terms of future updates?
Brett: Musk's approach to technology, often described as "move fast and break things," is seen by some as archaic because it doesn't fully consider the consequences of abrupt changes but we can expect more updates on the platform, all aimed at retaining users on X and creating a content hub.
How do you think X is evolving and how should users adapt to this transformation?
Brett: It's crucial to see X on its own as a unique app, not as another version of Twitter or any other social media platforms. The changes introduced by X may disrupt norms, and the platform will gradually shed Twitter’s historic legacy to offer a new and unparalleled user experience.
Maybe not one we all like, but definitely a completely new experience.
Twitter is dead, X is it’s own thing now.
…and what does this mean for advertisers in terms of verification and ROI?
Brett: Several of X's platform updates have changed things for advertisers. For example, verification is now a prerequisite for running ads and this has effectively eliminated the free use of the app.
While it may enhance brand awareness, its impact on lead generation, growth marketing and return on investment (ROI) remains uncertain. The effectiveness of X’s overall ad platform and unique ad solutions in the future is yet to be determined.
Finally, Brett, if you had to recommend a book to our readers, which one would it be?
Brett: I'd recommend reading "Digital Minimalism" by Cal Newport. This book offers insights into navigating the ever-evolving digital landscape and finding balance in the era of constant connectivity.
X's updated link preview format is just one of many changes aimed at transforming the platform into a super app. Users and marketers need to adapt to these changes, which are currently disrupting conventional norms but promise a unique and engaging experience within the future X ecosystem.
Brett Magill is a Digital Performance Manager at Crowd UAE.
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