X is testing a new advertising format that places a product recommendation directly under posts that mention a company or its services. The feature shows a clickable suggestion below the original post, allowing users to open the advertiser’s website without leaving the conversation thread.
The test focuses on contextual promotion. For example, when someone writes a post praising Starlink’s satellite internet service, X may display a “Get Starlink” button right under that post. When users tap the button, the link opens the official Starlink website. The idea is to turn genuine user discussions into a discovery point for products while keeping the format subtle.
X’s head of product Nikita Bier confirmed the experiment and said the company is trying to build an ad product that does not feel like a traditional advertisement. Early screenshots shared by users in Europe showed the recommendation button placed neatly below a post about Starlink’s service working well in Portugal.
Right now, the ad format is still limited to testing. Many users only see a placeholder box under the post instead of the recommendation itself. In one example, the space displayed a random X post unless the viewer was located in a region where the ad test was active.
X Experiments With New Creator and Advertising Tools
This test comes as X continues to expand tools aimed at creators and advertisers. The company recently introduced “Paid Partnership” labels that allow creators to mark sponsored posts without relying on hashtags such as ad or paid partnership.
At the same time, X keeps building new ways for creators to earn money. The platform already offers revenue sharing, subscriptions, and payouts for viral content. It also added features that let creators monetize individual threads, while its Grok chatbot can now read long-form articles published on the platform.
Together, these changes show that X wants to turn everyday conversations into opportunities for creators, advertisers, and the platform itself.
