X is currently piloting a new advertising format that embeds product recommendations directly beneath posts that mention specific companies or items. The test, first observed by users in Europe, features a “Get Starlink” suggestion appearing under a post praising the satellite service’s performance in Portugal. Clicking the link redirects users immediately to the official Starlink website.
Redefining Native Advertising
Nikita Bier, head of product at X, confirmed the initiative, stating, “Trying to make an ad product that isn’t an ad.” While the feature is not yet visible to all users, the designated placeholder space is appearing globally. In regions where the test is inactive, the box typically displays unrelated random posts.
The implementation has sparked immediate curiosity among the user base, with many questioning the origin of the buttons appearing in their feeds. Addressing concerns regarding potential abuse, Bier clarified that the company has no plans to allow affiliate links in this slot, noting, “No, then people will lie. I want to trust recommendations on here.”
Strategic Shift for Creator Monetization
This development arrives shortly after the platform introduced “Paid Partnership” labels, designed to streamline regulatory compliance for influencer marketing without relying on manual hashtags. By integrating direct advertiser links with creator content, X aims to build a more robust ecosystem for marketers, potentially increasing its competitive edge against rivals like Instagram, TikTok, and YouTube.
X has long struggled to establish itself as a primary hub for creator content, despite numerous attempts to incentivize engagement. Previous efforts have included:
- Ad-revenue sharing programs.
- Direct payouts for viral content.
- Revamped creator subscription models, now including monetization for individual threads.
Expanding the Ecosystem
Beyond advertising, the platform is doubling down on its internal AI capabilities. X recently announced that its integrated chatbot, Grok, can now process and analyze long-form content, known as “Articles.” This move is part of a broader strategy to encourage creators to keep their long-form writing on the platform rather than migrating to external newsletters or personal websites.