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

X Testing New Ad Format Underneath User Posts

X is currently testing a new ad format that inserts a recommendation directly underneath a post that references the company or its products. The initial test, which was spotted by a user in Europe, displayed a suggestion to “Get Starlink” beneath a post praising Starlink’s satellite service in Portugal. When clicked, the link directed users to Starlink’s website.

X’s head of product, Nikita Bier, confirmed the test by stating, “Trying to make an ad product that isn’t an ad.” This innovative approach aims to seamlessly integrate advertising into user-generated content without disrupting the user experience.

The Starlink ad is currently not visible to all users, but the placeholder for the ad is present. In certain markets where the ad test is live, users have noticed the new addition and have inquired about it.

In response to suggestions about allowing affiliate links in the ad slot, Bier emphasized the importance of trust in recommendations and expressed concerns about potential misinformation.

X is continuously exploring new ways to enhance the creator experience on its platform. The recent introduction of “Paid Partnership” labels for creators aims to streamline advertising practices and attract more marketers to the platform. By seamlessly integrating sponsored posts with embedded links to advertisers, X hopes to increase creator engagement and compete more effectively with larger social networks like Instagram, YouTube, and TikTok.

Despite previous efforts to attract creators, X has struggled to establish a strong foothold in the creator content space. The company has introduced various creator products, including payouts for viral content, ad-revenue sharing, and creator subscriptions. This week, X revamped its Creator Subscriptions offering with new features, such as the ability to monetize individual threads.

In a recent announcement, X revealed that its integrated chatbot Grok can now read X’s long-form content, known as Articles. This feature, although currently underutilized, presents an opportunity for creators who publish lengthy written content to engage with their audience more effectively.