X started testing a new ad feature on Friday that places product suggestions under posts mentioning brands, subtly blending ads into user conversations.
- X started testing a new ad feature on Friday that places product suggestions under posts mentioning brands, subtly blending ads...
- This new ad format, which connects posts with products, first appeared under a post praising Starlink in Portugal. A “Get...
- X head of product Nikita Bier confirmed the effort, stating, “Trying to make an ad product that isn’t an ad.” How...
- I want to trust recommendations on here.’ The new ad format, which connects posts with products, skips traditional labels.
Keep reading for the full breakdown on brand promotion — everything you need to know is covered below.
This new ad format, which connects posts with products, first appeared under a post praising Starlink in Portugal. A “Get Starlink” button appeared below the text, linking straight to the company’s site. Users in Europe caught the test early.
X head of product Nikita Bier confirmed the effort, stating, “Trying to make an ad product that isn’t an ad.”
How the new ad format connects posts with products
Not everyone sees the full ad yet—a placeholder box shows random posts for others. In @levelsio’s Friday post, the outlined slot hints at the new ad format that connects posts with products. Clickers land on advertiser sites instantly.
Commenters reacted fast, with one asking Bier, ‘lmao, did you add this Starlink button?’ Bier pushed back on affiliate ideas, saying, ‘No, then people will lie. I want to trust recommendations on here.’
The new ad format, which connects posts with products, skips traditional labels.
Impact of new ad format connecting posts with products
This test rolls out days after X added “Paid Partnership” labels for creators. Those tags replace hashtags like “ad” to meet ad rules. Pairing them with product links could pull in more brands.
X aims to challenge Instagram, YouTube, and TikTok by boosting creator tools. Recent updates include thread monetisation in subscriptions and Grok reading long-form Articles.
The new ad format, which connects posts to products, fits X’s push for native-feeling promotions.