Look, I’m not sure how quickly this is rolling out, and when exactly all users will see the change, nor how it will impact link previews retrospectively, which will also affect your approach.
But according to Pop Base, X is now rolling out its new display of link previews in-stream, which will remove the headline and preview text, and only show the header image from your post.
The header image from the post will display underneath your tweet once you add your URL with the domain address superimposed over the image.
Which sounds like kind of a weird way to think about sharing news content-that's been the lifeblood of the app for years. But X owner Elon Musk is eager to get more people posting original updates direct to the app, so instead of offering an incentive, the X team is looking to make it increasingly less desirable to post off-platform links within your updates.
But that, of course, is about as non-negotiable for most social media managers. Sending users back to their owned properties is the best way to maximize growth and monetization, and for most, that can't be replicated with native posting options. Even X's new ad revenue share program can't make up for such expanded benefits, so it's not a great update for most of us. All of us. Any of us.
Be that as it may, it would seem X is still moving forward with it no matter what, though I haven't personally observed this update to go live in the app yet. I'm in Australia, though, and maybe they just haven't updated the APAC servers, but based on reports, it seems more people are indeed experiencing X's new link format rolling out over the last few hours.
That likely means that you’ll need to change your posting approach, to include more context in the post, as opposed to relying on your headline and preview copy to help drive clicks.
Maybe this isn't a particularly dramatic shift in terms of day-to-day workflow - you just take the preview and copy and paste it into the update. But it's still a significant shift, and will affect your post response rates, regardless of how you adjust.
It's not good, and I don't think that it's beneficial for the user experience. But essentially, link previews are now only images, which still take up more space in the post that can drive clicks. But you'll need to add more direct descriptions of what users are tapping through to.
UPDATE: It's now in effect for me, and it does impact retrospective posts. And it's ugly, real ugly.