X is testing a new ad format that connects posts with products

Source: TechCrunch

New Ad Format Test

X is testing a new ad format that inserts a recommendation directly underneath a post that references the company or its products. The initial test, spotted by an X user in Europe, displayed a suggestion to “Get Starlink” beneath a post from a user who said Starlink’s satellite service works great in Portugal. Clicking the link directed users to Starlink’s website.

X head of product Nikita Bier confirmed the test, responding on X: “Trying to make an ad product that isn’t an ad.”

Test Details

• The Starlink ad is not visible to all users at this time; only the placeholder where the ad sits is shown.
• Visiting X user @levelsio’s post from March 6 (screenshotted below in case of deletion) shows an outlined box beneath the text of the post. In markets where the ad test is live, this box displays the Starlink recommendation; elsewhere it shows a random X post.

User Reactions

Several commenters noticed the new addition. One user asked, “lmao, did you add this Starlink button?” – see the comment thread.

In the same thread, Bier responded to a suggestion that X should allow affiliate links in this ad slot, saying, “No, then people will lie. I want to trust recommendations on here.”

Related Developments

• Earlier this week X began rolling out “Paid Partnership” labels for creators, allowing posts to comply with advertising regulations without using hashtags like “ad” or “paid partnership.” (TechCrunch article)
• The company also revamped its Creator Subscriptions with new features such as monetizing individual threads. (TechCrunch article)
• X announced that the integrated chatbot Grok can now read X’s long‑form content (Articles). This capability remains underutilized, as many creators prefer publishing lengthy text on their own sites or newsletters. (X announcement)

Background on X’s Creator Initiatives

X has been developing creator‑focused products for several years, including:

• Creator payouts for viral content – TechCrunch, 2024
• Ad‑revenue sharing with global creators – TechCrunch, 2023
• Creator subscriptions – TechCrunch, 2022

These efforts aim to attract more marketers and keep creators engaged on X, helping the platform compete with Instagram, YouTube, and TikTok.

TechCrunch will update the article if X provides additional comment.