X Tests New Ad Format

Why X is Testing This Now

X head of product Nikita Bier confirmed the experiment, stating the company is trying to make “an ad product that isn’t an ad.” This framing matters, as X is experimenting with a format designed to feel native to the post itself.

Meanwhile, the timing fits X’s broader business push, with the company projected to generate about $2.9 billion in revenue for 2025, up 10% from 2024. However, X is still facing declining user trends, with the platform’s active EU user count falling from 76 million to 64.8 million in the second half of 2025.

What Could Make the Format Work or Fail

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. Additionally, the feature lines up with X’s recent creator-focused ad updates, making commercial content easier to create and disclose.

For example, the platform is giving creators a built-in way to disclose sponsored posts without relying on hashtags. However, the system will need to identify when a mention is genuinely positive and commercially relevant to avoid feeling intrusive.

Finally, this limited test shows where X appears to be heading: toward a version of social media where product recommendations, creator promotions, and ordinary posts sit closer together than ever.

Conclusion

In conclusion, X’s new ad format has the potential to change the way social advertising works. Therefore, it is essential to keep an eye on this development and see how it evolves in the future.