An analysis of the 200 most-recent tweets on X by 18 big publishers indicates links seem to hurt engagement, after debate arose over X's value for sharing news (Laura Hazard Owen/Nieman Lab)
THE SO WHAT
If links suppress engagement on X, the platform is no longer a distribution channel for your site — it's a native content surface you use to build brand and capture emails. Treat X posts like mini-articles and move actual clickthrough goals to search, newsletters, and direct channels.
READ THE SOURCE
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