What the New X Ad Format Looks Like in the Feed

X is testing an ad format that places a product-style recommendation directly underneath a post when that post references a company or its products. In the example shared publicly, a post praising Starlink’s satellite service triggered a suggestion beneath it that read “Get Starlink,” and the link sent people to Starlink’s website.

The key detail is the placement and framing: it’s not presented as a traditional standalone ad unit in the timeline. It sits right under the post itself, visually tied to the conversation and the recommendation the user already made.

The initial test was spotted by an X user in Europe. Not everyone can see the Starlink recommendation at the moment—but the “slot” where it would appear is visible.

When visiting the referenced post (from the X user mentioned in the source), viewers can see an outlined box beneath the post text. If you’re not in the market where the test is live, that box shows a random X post instead of the product recommendation. In markets where the experiment is active, people noticed the addition and discussed it in replies, including one commenter asking whether the original poster added the Starlink button.

So even when the ad itself isn’t served, the interface hint is there: an empty placeholder-style space that can be populated.

X’s Stated Goal: “An Ad Product That Isn’t an Ad”

X’s head of product, Nikita Bier, confirmed the test and described the intent with a line that matters for how marketers and users will interpret this move: “Trying to make an ad product that isn t an ad.”

That’s basically the whole strategy in one sentence—make promotions feel more like an extension of genuine posts than a separate interruption. And that also explains why the unit is designed as a “recommendation” beneath a relevant post, not as a loud, obviously separate sponsored block.

In the same thread, someone suggested X should let people use affiliate links in this placement. Bier rejected that approach and explained why: “No, then people will lie. I want to trust recommendations on here.”

That’s a pretty direct signal about the product philosophy behind the experiment. X is positioning this ad slot as something that should preserve trust—where the platform, not individual posters chasing commissions, controls the link destination.

In other words, the test isn’t just about squeezing in another monetization surface. It’s also about controlling incentives so the “recommendation” doesn’t become a race to the bottom.

How “Paid Partnership” Labels Fit Into X’s Creator and Ad Strategy

The ad test follows earlier news that X is rolling out “Paid Partnership” labels for creators. These labels can be applied to posts to comply with regulations around social media advertising, reducing reliance on creators adding hashtags like “ad” or “paid partnership.”

In practical terms, that creates a cleaner mechanism for disclosure inside the platform UI. And it opens the door to pairing creator-led sponsored posts with more direct, embedded advertiser actions—like the product recommendation link being tested under posts.

Why This Could Attract Marketers (And Why X Cares)

If creators’ sponsored posts can be combined with an embedded advertiser link like the one being tested, X could become more appealing to marketers. The potential upside isn’t subtle:

  • Marketers get a tighter connection between social proof (“this works great”) and action (“Get Starlink”).
  • X gets a format that could be perceived as more native and less interruptive.
  • Creators may benefit indirectly if increased marketer demand boosts creator opportunities and platform investment.

The source frames this as a competitive angle, since creators often prioritize larger social networks like Instagram, YouTube, and TikTok.

X’s Ongoing Push to Win Creators (And Where It’s Still Trying to Find Its Footing)

X has been pursuing creator content for a long time—even before it was called “X” and before it was owned by Elon Musk. But the platform “has never quite found its footing” in the creator space, according to the source.

Still, X has rolled out multiple creator-focused products over time, including:

  • payouts for viral content
  • ad-revenue sharing
  • creator subscriptions

The company also revamped its Creator Subscriptions offering with new features, including the ability to monetize individual threads.

All of that matters here because a recommendation-under-post ad unit fits neatly into the same storyline: X is trying to build creator monetization and advertiser value without making the experience feel like a billboard.

How Grok and Long-Form “Articles” Connect to This Monetization Direction

X also announced that the integrated chatbot Grok can read X’s long-form content format, called Articles. The source notes this is underutilized, because creators who publish lengthy written content often prefer their own websites or newsletters.

That context reinforces the broader theme: X is actively experimenting with product features that could increase the value of content posted on-platform—whether by making long-form more discoverable/useful (via Grok) or making product-linked posts more actionable (via the new ad format).