X is testing a new ad format that inserts a recommendation directly below a post referencing a company or its product. initial test, saw By an X user in Europe, a “Get Starlink” suggestion was shown under a user’s post stating that Starlink’s satellite service works very well in Portugal. On clicking the link, users were redirected to the Starlink website.

X Head of Product Nikita Beer confirmed the test, Answering“Trying to make an advertising product that isn’t advertising.”

The Starlink ad is currently not visible to all users, but the placeholder where the ad sits is.

If you visit Post by X user @levelsio Since March 6 (screenshot below in case of deletion), you’ll see an outline box below the text of his post. This box currently displays a random X post, unless you’re in a market where the ad test is live.

In places where the ad appears, Several commentators noted the new additionwith one is asking“lmao, did you add this Starlink button?”

In the thread, Baer also responded to a suggestion that X should allow affiliate links in that ad slot by saying, “No, then people will lie. I want to trust the recommendations here.”

X could not immediately be reached for comment. TechCrunch will update the article if the company responds.

The test follows news earlier this week that the company is rolling out a “paid partnership” label for creators. Instead of requiring creators to use a hashtag like “advertisement” or “paid partnership,” posts can be labeled to comply with social media advertising regulations.

If creators’ sponsored posts are paired with an embedded link for an advertiser as is being tested, X could potentially attract more marketers to the platform. This could boost the app’s use by creators, making it better able to compete against creators’ favorite social networks like Instagram, YouTube and TikTok.

X has been chasing creator content for a while — before it was called “X” and before it was owned by Elon Musk. However, the app never found enough space in this space. So far, the company has introduced several creator products, including payments for viral content, ad revenue sharing, creator memberships, and more.

The company also revamped its creator subscriptions offering this week with a number of new features, including the ability to monetize individual threads.

In addition, X announced on Friday. That integrated chatbot Growk is now able to read X’s long-form content, known as articles. This feature is also underutilized, as creators who publish long written texts prefer to do so through their website or newsletter.