X is introducing new platform features aimed at addressing long-standing user issues and driving engagement, as competition with Meta’s Threads intensifies.
According to Social Media Today, X now synchronizes draft posts between mobile and web platforms with the goal of solving a persistent pain point for content creators. The update allows users to begin composing on one device and complete posts on another – although media synchronization remains in development and the feature is currently limited to iOS devices.
The platform also plans to display additional account information on user profiles, including creation date, location, and username changes. This transparency initiative aims to help users identify potential bot or spam accounts.
“When you read content on X, you should be able to verify its authenticity,” Nikita Bier, Head of Product at X, said in a statement. “This is critical to getting a pulse on important issues happening in the world.”
Creator Economy Focus
X is considering new mechanisms to recognize creators who spark viral conversations. Social Media Today notes this initiative could expand the platform’s creator payment program to further reward users who generate significant engagement.
With approximately 20% of X users actively posting content, the platform views these contributors as essential to maintaining platform vitality and growth.
Algorithm Adjustments
The company plans to test modifications to its content distribution system, particularly regarding link sharing. Current algorithm parameters significantly reduce the reach of posts containing external links, a practice X is now reconsidering.
“Starting next week we’ll be testing a new way to share and engage with web links on X,” Bier said. “The goal will be to ensure all content on the platform has equal visibility on timeline.”
Market Position
These updates come as competitor Threads reports 400 million monthly active users, narrowing the gap with X in mobile engagement. According to Similarweb data, Threads reached 115.1 million daily active mobile users in June, compared to X’s 132 million, though X maintains a significant advantage in web traffic.
X is simultaneously developing a streamlined “X Lite” Android experience, currently in alpha testing among premium subscribers. The company reports removing 1.7 million bot accounts in recent enforcement actions.
Bier maintains that platform download numbers have improved in recent months, although overall user figures have not been disclosed.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
