X is testing a new ad format that connects posts with products

X is piloting a novel advertising format that integrates product recommendations directly beneath relevant posts. This initiative was first uncovered by a user in Europe, showcasing a suggestion to "Get Starlink" beneath a post praising Starlink’s satellite services in Portugal. By clicking the link, users are directed to Starlink’s official website. Nikita Bier, X's head of product, confirmed the testing of this new approach, stating, "We aim to create an ad product that feels less like an advertisement." Currently, this Starlink promotion is not visible to all users, but those in the test markets can see a placeholder box beneath certain posts. For instance, when visiting a post from X user @levelsio dated March 6, viewers will notice an outlined box that usually shows a random post unless they are in a testing region. Users in the markets where the ad is active have begun to notice this addition, with some even commenting on it. One user humorously asked, "Did you add this Starlink button?" In response to suggestions regarding the inclusion of affiliate links within this ad space, Bier expressed concerns about the potential for misinformation, emphasizing the importance of trust in recommendations. As part of its ongoing efforts to attract creators, X recently announced the rollout of "Paid Partnership" labels that allow creators to comply with advertising regulations without relying on hashtags like "ad" or "paid partnership." Combining sponsored posts with embedded links could enhance the platform’s appeal to marketers, potentially increasing creators’ engagement and helping X compete with larger social networks such as Instagram, YouTube, and TikTok. Despite its ongoing attempts to attract creator content, X has yet to establish a solid foothold in this domain. The company has introduced several initiatives aimed at supporting creators, including payouts for viral content, advertising revenue sharing, and subscription services. Recently, it also revamped its Creator Subscriptions with new features that enable monetization of individual threads. Moreover, X announced that its integrated chatbot, Grok, can now analyze long-form content, known as Articles, although this feature remains largely underutilized as many creators prefer publishing lengthy texts on their personal websites or newsletters.