X Tests New Ad Format Linking Posts Directly to Products

X is currently experimenting with a new advertising format designed to blur the lines between organic social conversation and direct commerce. The feature automatically inserts a product recommendation box immediately under posts that discuss a specific company or its offerings.

The trial was first observed by users in Europe, where a post praising the reliability of Starlink’s satellite internet service in Portugal triggered a prompt reading “Get Starlink.” Clicking the call-to-action button redirects users directly to the official Starlink website.

Strategic Shift in Advertising

Nikita Bier, head of product at X, acknowledged the ongoing test in an online discussion, stating the team is “Trying to make an ad product that isn’t an ad.”

When asked by users if the platform might integrate affiliate links into this specific ad slot to incentivize participation, Bier rejected the idea, citing concerns over credibility. “No, then people will lie. I want to trust recommendations on here,” he noted.

While the Starlink integration is currently limited to specific markets, the placeholder UI is visible to a wider audience. In regions where the test is inactive, the box often displays unrelated posts, though its presence signals a structural shift in how X intends to handle sponsored content.

Broader Creator Economy Efforts

• Paid Partnership Labels: X recently introduced new disclosure labels for creators to meet regulatory standards for sponsored content.
• Monetization Tools: The platform continues to iterate on creator-focused revenue streams, including ad-revenue sharing, subscriptions, and payouts for viral content.
• Thread Monetization: Recent updates now allow creators to monetize individual threads, aiming to compete with platforms like TikTok and Instagram.
• Grok Integration: As of Friday, the platform’s AI chatbot, Grok, has gained the ability to process long-form “Articles,” though the feature has yet to see widespread adoption among creators who favor external blogs.

By combining direct advertiser links with creator content, X hopes to attract more marketers and improve its standing against rival social networks. These moves represent a long-term push to stabilize the platform’s creator ecosystem, a goal the company has pursued throughout various ownership transitions.