In a recent move that has stirred up the Twitterverse, X, the social media platform formerly known as Twitter, has bid farewell to automatically generated headlines from links to external websites, including news articles. This transformation comes as part of owner Elon Musk's ongoing efforts to reshape the platform and divert traffic from external websites. Journalists and others on the forum have voiced concerns over this change, noting that it may decrease the visibility of links and hinder users' comprehension of posted content.
The groundwork for this headline alteration was laid back in August when Musk confirmed the impending shift, claiming it would "greatly improve the aesthetics" of the platform. Under his guidance, X has undergone several notable changes this year, further distancing itself from its predecessor, Twitter. In August, the platform removed the ability to block other users, effectively ending the practice of restricting accounts from contacting, following, or viewing the posts of others. Additionally, X introduced a paid Blue subscription model in April, reserving X-Pro (formerly Tweetdeck) for premium subscribers. These changes reflect Musk's vision of transforming X into an "everything app" with integrated features that transcend social media origins.
As publishers, it's essential to acknowledge that change is inevitable and often driven by profit-driven decisions. While it's true that billionaires like Elon Musk shouldn't wield such significant influence over news distribution and communication channels, the reality is that they currently do. Until structural changes occur, we must navigate a world where platform adjustments can transpire without democratic processes.
So, how can article publishers adapt to this latest shift? One solution is to start incorporating headline text into their photo thumbnails. By including essential information directly within the image, publishers can ensure that the essence of their content is preserved without automatically generated headlines. This proactive approach allows publishers to control how their content is presented on the platform and mitigate the impact of X's latest change.
Another way publishers can adapt is to start reworking the bodies of their articles into tweets or tweet threads. This will help their content reach a broader audience, as concise, well-crafted tweets often garner more attention. By condensing their articles' key points and highlights into tweet-sized portions, publishers can generate interest and encourage users to engage with their content. Furthermore, tweet threads allow one to delve deeper into complex topics, fostering meaningful discussions and interactions.
Publishers should ask themselves their goals when deciding between the two options above. For example, if their core success metric is website clicks for that particular article or blog post, they should opt for the text/thumbnail approach. If the primary goal is to educate, drive awareness of something, or share the information in the article, they should rework the article's content into tweets.
In conclusion, while it's tempting to lament the ever-evolving landscape of social media and the decisions made by platform owners, our role as publishers is to adapt, not complain. Embracing change and finding innovative ways to thrive within the evolving ecosystem of X is vital to continued success in the digital age. Until a more democratic and equitable future for online platforms emerges, the onus is on us to navigate the terrain, ensuring that our content remains engaging and accessible, regardless of the latest twists and turns in the social media saga.