Key Takeaways
- X is testing product ads that connect directly to product mentions in user posts.
- The ads appear as buttons below posts and link to product pages, enhancing the natural flow of conversation.
- Users who mention products won’t receive payment to avoid artificial mentions and distorted conversations.
- X aims to boost advertising revenue, having generated $2.9 billion in 2025, still below previous highs.
- The platform sees around 100 million original posts daily, creating many advertising opportunities.
X product ads are being tested as a new advertising feature on the social media platform X. The system connects advertisements directly to product mentions that appear in user posts. The feature is currently being tested with a limited number of users.
The test was first noticed by X user @levelsio. A post mentioning Starlink showed a button labeled “Get Starlink” beneath the message. The button linked users to the official Starlink website.
Nikita Bier, head of product at X, later confirmed the experiment. The company is testing ways to display ads that appear more natural inside conversations.
How X Product Ads Work
The X product ads system scans posts for product names. When the platform detects a product mention, it may display a related promotional button. The button appears below the post and directs users to the product page.
This format connects advertisements to organic conversations. The product link appears next to posts where users already mention a product.
Users who mention products do not receive payment. According to Bier, paying users could encourage artificial product mentions. The company wants to avoid incentives that could distort conversations.
The system may also require filtering tools. These tools could prevent ads from appearing under negative comments about products.
Why X Is Testing Product Ads
X product ads are part of a broader effort to improve advertising revenue on the platform. Advertising remains a key income source for the company.
In 2025, X generated about $2.9 billion in revenue. This represented a roughly 10 percent increase from the previous year. However, the figure remained lower than the $4.4 billion reported by Twitter in 2022 before Elon Musk acquired the platform.
X also merged with the artificial intelligence company xAI in 2025. The combined company is investing heavily in AI infrastructure.
Reports indicate that xAI spends about $1 billion each month on building AI systems.
Platform Activity and Advertising Opportunities
The platform continues to host large amounts of daily activity. Around 100 million original posts are created every day. Another 100 million replies are also posted daily.
These posts frequently include product mentions. The X product ads system aims to convert those mentions into advertising opportunities.
