X Tests Contextual Ad Format Placing Product Recommendations Under Relevant User Posts

X, the social media platform formerly known as Twitter, is currently testing a novel advertising approach that places product recommendations directly beneath user posts mentioning a company or its offerings. The test was first noticed in Europe, where a post praising Starlink’s satellite internet service in Portugal triggered a ‘Get Starlink’ prompt below it, linking to the official Starlink website. X’s head of product, Nikita Bier, confirmed the experiment and described it as an effort to create ‘an ad product that isn’t an ad,’ emphasizing a desire for trustworthy, non-deceptive recommendations. He rejected ideas like allowing affiliate links in the slot, noting concerns that it could lead to misinformation. Currently, the ad appears only in select markets, while others see a placeholder box that might display unrelated X content instead. This development comes amid X’s broader push to attract more advertisers and creators to the platform, following recent introductions like ‘Paid Partnership’ labels for sponsored content to meet regulatory requirements. The company has been working to strengthen its creator ecosystem through features such as revenue sharing, viral content payouts, subscriptions, and thread monetization. By integrating contextual product links, X aims to better compete with rivals like Instagram, YouTube, and TikTok, where creators and brands often drive commerce more seamlessly. The test could enhance ad relevance and user engagement if executed transparently, though it raises questions about blending organic content with promotions.