X Pilots New Ad Unit That Links Posts to Products
Synopsis
X has started testing a new advertising format that displays product recommendations beneath posts mentioning related companies or services. Early examples include a promotional link to Starlink appearing under a user post discussing the satellite internet service. The feature is currently limited to select regions during testing. The experiment comes as the platform works to strengthen advertising revenue and compete within the rapidly growing global digital advertising market.
X is testing a new advertising format that places product promotions beneath posts referencing related brands. Early examples include a Starlink link displayed below a user post discussing the satellite internet service. The experiment comes as the platform seeks to strengthen advertising revenue amid growing competition in global digital advertising.
Key Highlights
- X is testing product-linked ads that appear beneath posts referencing related brands or services.
- Early trials include a promotional link to Starlink beneath a user post discussing the service.
- Advertising remains the platform’s largest revenue source, accounting for roughly two-thirds of income.
- Global digital advertising spending is expected to exceed $700 billion annually across major platforms.
Social media platform X has started testing a new advertising format that places product recommendations directly beneath posts mentioning related companies or services. The experiment introduces what can be described as product-linked ads on X, a format that connects user conversations with commercial promotions.
Early examples of the test show a promotional prompt appearing below a post discussing Starlink, the satellite internet service operated by SpaceX. The box includes a call-to-action link directing users to the Starlink website.
The feature appears to be limited to select users and regions as part of a small-scale trial.
Contextual Advertising Format Appears Below Posts
The experimental format inserts a small recommendation box beneath a post referencing a product or brand. When the test is active, users can see a prompt encouraging them to explore or purchase the related service.
In regions where the experiment has not been activated, the same space beneath posts displays placeholder content rather than a promotional link.
Nikita Bier, Head of Product at X, confirmed the test on the platform, describing the initiative as an attempt to create “an ad product that isn’t an ad,” suggesting the company is exploring ways to make advertisements appear more naturally within conversations.
Advertising Innovation as X Seeks Revenue Growth
The test arrives as X continues to expand its advertising tools and creator monetisation features.
Advertising remains the company’s primary source of income. Industry data indicates that advertising contributes about two-thirds of X’s overall revenue. The platform generated roughly $2.5 billion in total revenue in 2024, according to market data.
Research firm eMarketer estimates that X’s global advertising revenue could reach around $2.26 billion in 2025, representing growth after several years of declines following changes to the platform’s advertising environment.
However, this figure remains below the $4.5 billion advertising revenue recorded in 2021, before the company underwent major structural changes.
Social Media Advertising Market Expands Globally
The experiment comes as competition intensifies across the global social media advertising market. Industry estimates suggest the worldwide digital advertising sector could exceed $700 billion annually, with companies such as Meta, TikTok, and Google competing for advertiser spending.
X continues to maintain a large global user base and records tens of billions of daily post impressions, placing it among the most widely used social media platforms worldwide.
The company has not disclosed whether creators whose posts trigger the product recommendation will receive revenue or whether the feature will expand beyond testing.
FAQs
Q1. What are product-linked ads on X?
They are ads that appear beneath posts mentioning related products or companies.
Q2. Which product appeared in the early test of the new format?
Early examples showed a promotional link directing users to the Starlink satellite internet service.
Q3. Why is X testing new ad formats?
The company is experimenting with advertising tools to strengthen revenue and attract more advertisers.
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Pooja Malik is a business journalist with over six years of experience covering startups, entrepreneurship, and emerging trends. She has previously worked with leading media platforms such as YourStory Media and BW BusinessWorld, where she reported on business, policy, and market developments. Currently, she serves as Editor at The Inspirepreneur Magazine, where she writes and edits stories across business, lifestyle, and travel, with a focus on clarity, accuracy, and reader relevance.
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