X is currently experimenting with a novel advertising format that integrates product recommendations directly beneath related posts. This initial trial, observed by a user in Europe, featured a suggestion to "Get Starlink" positioned under a post praising Starlink's satellite service in Portugal. Clicking this recommendation led users to the Starlink website.
Nikita Bier, X's head of product, confirmed the ongoing test, stating the goal is to create an ad experience that feels less like traditional advertising.
At present, not all users can see the Starlink ad, although the placeholder for it is visible. Users who come across the outlined box beneath certain posts will find it currently displays a random X post, unless they are located in a region where the ad test is operational.
In areas where the ad is visible, several users have noted this new feature, with one humorously questioning the addition of the Starlink button. Bier also addressed a suggestion about allowing affiliate links in this ad space, emphasizing the importance of maintaining trust in recommendations.
This testing phase follows X's recent rollout of "Paid Partnership" labels for creators, allowing them to comply with advertising regulations without needing to use hashtags like "ad" or "paid partnership." If these sponsored posts could incorporate embedded links to advertisers, it could significantly enhance X's appeal to marketers and boost creator engagement on the platform, helping it compete with larger networks like Instagram and TikTok.
X has been focused on attracting creator content for quite a while, even prior to its rebranding from Twitter. The platform has introduced various creator-centric products, including payouts for viral content and ad-revenue sharing, but has yet to establish a strong foothold in this competitive space.
Recently, X also revamped its Creator Subscriptions, introducing features that allow creators to monetize individual threads. Furthermore, the integrated chatbot Grok has been updated to read X's long-form content, known as Articles, although this feature remains underutilized as many creators prefer to publish lengthy texts on their own platforms.