X is testing a new ad format that links posts to products

The platform X has started testing a new advertising format that integrates product recommendations directly beneath user posts. This approach allows the platform to display relevant offers exactly when a specific brand or product is mentioned in a post. How the new ad format works As part of the test, a special recommendation block may appear below a post, suggesting that users purchase or try the product mentioned in the text. The first example was spotted by users in Europe: under a post stating that Starlink satellite internet works well in Portugal, the system displayed a recommendation reading “Get Starlink.” When clicked, users were redirected to the service’s official website. In essence, the advertisement appears within the context of the conversation, making it less intrusive and more relevant to the audience. “Advertising that doesn’t look like advertising” X’s Head of Product, Nikita Bier, confirmed that the company is testing the format. According to him, the team is trying to build “an advertising product that doesn’t look like advertising.” At the moment, the Starlink recommendation is not visible to all users. In many cases, the area beneath the post shows only an empty container — a placeholder where such ads could potentially appear. What the test block looks like If you open the post by Pieter Levels @levelsio published on March 6, you can see a rectangular block below the text. In regions where the test has not yet been launched, it displays a random post from the platform. https://twitter.com/levelsio/status/2029930550404731202 In countries where the experiment is active, this space shows a product recommendation related to the topic of the post. Some users who noticed the new interface element even asked in the comments whether the author had added the Starlink button manually. Why X doesn’t plan to add affiliate links In the same discussion, Nikita Bier responded to suggestions that affiliate links could be allowed in this advertising slot. He noted that the platform does not plan to implement this feature, as it could encourage users to artificially praise products in order to earn commissions. According to him, X aims to preserve trust in recommendations appearing in the feed. New monetization tools for creators The test of the new format comes alongside the launch of Paid Partnership labels for creators on the platform. These labels allow users to mark sponsored integrations without using hashtags such as #ad or #paidpartnership, helping creators comply with regulatory requirements. If such partnership posts are combined with built-in product links, the platform could become more attractive for marketers and brands. Strengthening its position among creator platforms The company is actively developing its creator ecosystem in order to compete with platforms like Instagram, YouTube, and TikTok. In recent years, X has launched several creator-focused tools, including: payouts for viral content; an advertising revenue-sharing program; paid subscriptions to creators; new monetization features for individual threads. Development of the X content ecosystem The company also recently updated its Creator Subscriptions feature, adding new opportunities for monetizing content. In addition, the integrated chatbot Grok can now read long-form posts on the platform — the so-called Articles. However, this format is still not widely used, as many creators prefer publishing long-form content on their own websites or through email newsletters. What the new ad format means for marketers If the test proves successful, the new ad format could become an important tool for brands. Contextual recommendations under posts have the potential to combine organic product mentions with advertising, creating a more natural path to conversion. For marketers, this could mean a new promotion channel where advertising messages are integrated directly into user discussions. This article is available in Ukrainian.