X Tests New ‘Recommendation Ads’ That Blend Into Posts

[kevin1]

X is experimenting with a new advertising format designed to feel less like traditional ads. The feature places a recommendation directly beneath a post that mentions a product or brand. In an early test spotted in Europe, users saw a “Get Starlink” prompt under a post praising the satellite internet service in Portugal, linking directly to the website of Starlink.

Nikita Bier, X’s head of product, confirmed the experiment, saying the goal is to create “an ad product that isn’t an ad.” The test comes as the platform expands its creator tools, including new Paid Partnership labels and updated monetization features. With stronger ad formats and creator partnerships, X appears to be positioning itself to compete more aggressively with platforms like Instagram, YouTube, and TikTok for creators and advertisers.

[etfs]

X experimenting with “not-an-ad ads” feels like the softest sell in history

[The_Walking_Dead]

“Not an ad” ads are still ads.

[bred]

Marketing always finds a new disguise.

[Capybara_Capybara]

Platforms testing subtle monetization again

[UndeadBeastMonkeykiller]

Ads evolving, but users still notice.

[Revenant]

Social media turning every post into commerce.

[d82ae58262]

Soft advertising is the new strategy.

[059d96d16a]

Creators and brands getting closer than ever.

[9777089235]

The line between content and ads keeps fading.