X tests new ad format linking posts to products

X is testing a new ad format that inserts a recommendation directly underneath a post that references a company or its products. The initial test, spotted by an X user in Europe, displayed a suggestion to “Get Starlink” beneath a post from a user stating that Starlink’s satellite service works great in Portugal. When clicked, the link directed users to Starlink’s website. While the Starlink ad is not visible to all users at this time, the placeholder where the ad sits is. Users visiting X user @levelsio’s post from March 6 will see an outlined box beneath the text, which showcases a random X post unless they are in the specific market where the ad test is live.

X head of product Nikita Bier confirmed the test, stating that the company is “Trying to make an ad product that isn’t an ad.” In places where the ad displays, several commenters noticed the new addition, with one asking if the post’s author had added the Starlink button. In the thread, Bier also responded to a suggestion that X should allow affiliate links in this ad slot, stating that doing so would lead to people lying, whereas he wants users to be able to trust recommendations on the platform.

The test follows news from this week that X is rolling out “Paid Partnership” labels for creators. These labels can be applied to posts to comply with social media advertising regulations, replacing the need for creators to use hashtags like “ad” or “paid partnership.” X has been chasing creator content for some time, though the app has historically struggled to find its footing in the space. To attract creators, the company has previously rolled out products including payouts for viral content, ad-revenue sharing, and creator subscriptions.

This week, X also revamped its Creator Subscriptions offering with new features, including the ability to monetize individual threads. Additionally, the company announced Friday that its integrated chatbot, Grok, is now capable of reading X’s long-form content, known as Articles. If creators’ sponsored posts were to be combined with an embedded link to an advertiser, X could potentially attract more marketers to the platform. This could boost creators’ use of the app, allowing X to better compete against larger social networks like Instagram, YouTube, and TikTok.

Why it matters

If successful, this format could help X attract more marketers by integrating sponsored content with direct product links, helping it compete with other social networks like Instagram, YouTube, and TikTok.