X is testing a new ad format that integrates recommendations under relevant content. Users in specific markets see a "Get Starlink" suggestion, directed to
New Ad Format Testing
X, the social media platform, is testing a new ad format that integrates a recommendation directly under content mentioning the company or its products. During an initial test, a user in Europe noticed a "Get Starlink" suggestion beneath a post stating that Starlink’s satellite service works great in Portugal.
User Experience and Product Goals
The ad, which is currently only visible in certain markets, directs users to Starlink’s website when clicked. X’s head of product, Nikita Bier, confirmed the test, emphasizing, "Trying to make an ad product that isn’t an ad." The ad is not visible to all users, but an outlined box is present beneath relevant posts, showcasing a random X post unless the ad is live in the user's market.
Feedback and Regulatory Considerations
Commenters have noticed the new ad format, with one user asking, "lmao, did you add this Starlink button?" Bier responded to a suggestion to allow affiliate links in this ad slot, expressing concern: "No, then people will lie. I want to trust recommendations on here." This aligns with the platform’s goal to maintain user trust.
Company Context and Future Plans
X recently rolled out "Paid Partnership" labels for creators to comply with social media advertising regulations, potentially allowing for more seamless integration of sponsored content. If combined with the new ad slot, X could attract more marketers, benefiting creators and the platform. The company has been pursuing creator content for some time, but has yet to fully capitalize on it.
Recent Product Updates
X has introduced several creator-centric features, including payouts for viral content, ad-revenue sharing, and creator subscriptions. This week, the company revamped its Creator Subscriptions offering, adding the ability to monetize individual threads. Additionally, X’s integrated chatbot Grok now supports reading long-form content known as Articles, though this feature is underutilized compared to creator preferences for publishing through their own websites or newsletters.
Conclusion
X’s ongoing efforts to enhance creator content and user experience through innovative ad formats and product updates could position it as a strong competitor in the social media landscape. The platform’s focus on maintaining user trust while attracting more marketers may determine its success in this space.
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