X Tests Ad Format That Turns Product Mentions Into Shopping Prompts - TechRepublic

"X head of product Nikita Bier confirmed the experiment and said the company is trying to make "an ad product that isn't an ad." That framing matters. X is not just testing another ad unit. It is experimenting with a format designed to feel native to the post itself, which could make it more attractive to advertisers looking for less disruptive placements."

"X was projected to generate about $2.9 billion in revenue for 2025, up 10% from 2024. That is a sign of recovery, but it still leaves the company below Twitter's pre-acquisition revenue levels. X is also still facing declining user trends, which helps explain why the company is still searching for new ways to improve monetization."

"The test points to a simple idea: if users are already talking positively about a product, X may be able to place a relevant shopping prompt beneath that post without interrupting the experience in the way a normal ad might. But the feature also comes with obvious risks."

X is experimenting with a new advertising format that embeds product prompts directly beneath user posts mentioning companies or services, designed to feel like part of the conversation rather than traditional promoted content. The test featured a "Get Starlink" button under a post praising Starlink's service in Portugal. X's head of product confirmed the company aims to create "an ad product that isn't an ad." This initiative reflects X's broader monetization strategy as the platform seeks revenue growth and faces declining user numbers, particularly in the EU where active users dropped from 76 million to 64.8 million. The format targets advertisers seeking less disruptive placements while capitalizing on organic positive mentions of products and services.

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