What if your website suddenly loads slower for certain users? Large websites experience this issue due to actions taken by Elon Musk's platform,
(formerly Twitter). These changes can drastically affect their revenue and user experience.
X has deliberately slowed down the loading time for links to prominent websites such as the New York Times and Facebook. Users experience a five-second delay when clicking on shortened links. Discussions about these findings have been noted not only by the Washington Post but are also prominently featured on platforms like Hacker News.
Sites such as Facebook, Instagram, Bluesky, Substack, Reuters, and the Times have felt the impact. Notably, many of these sites have previously been criticized by Musk. It remains uncertain whether the delays have been reversed.
The shortening service t.co, which X uses, is at the root of these delays. This service allows X to manipulate both website traffic and potential advertising revenue.
X's actions have significant consequences. Online businesses strive to have their sites load quickly. Even small delays can lead to a drop in visitors. As a Google study from 2016 shows: 53% leave a site if loading times exceed three seconds. The Times has already reported a decline in their traffic from X.
Many have expressed their concerns. Charlie Stadtlander from the Times and co-founders of Substack have urged X to take action. Yoel Roth, formerly with Twitter, emphasizes the potentially deterring effects on users, especially since even major competitors of X, such as Facebook and Instagram, have been affected.
So far, Elon Musk and platform X have not officially responded.