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X change makes ad labels 'less noticeable' after Twitter rebrand

Jul 03, 2023

Search Engine Land » PPC » X change makes ad labels ‘less noticeable’ after Twitter rebrand

X has modified the appearance of ad labels on promoted posts, making them “less noticeable.”

Twitter Ads (X Ads?) now features the word “Ad” in the top right corner of posts, next to the three-dot menu button.

Previously, the word “Promoted” would appear in the bottom left corner of posts, along with an arrow icon.

Why we care. This change is similar to what Google and Microsoft have done with PPC ads in their search results pages. While this change could result in more accidental clicks or engagement, that doesn’t mean it will lead to more conversions. If you’re running Twitter/X ads, watch your key performance metrics heading forward.

How have X users reacted? As is fairly typical with any change on a social media platform, users aren’t impressed with the change. Many X users said the new layout makes ads look less like ads and more like organic posts. Here are a few reactions we saw from various X users:

Test or permanent? X has yet to comment on the ad label change. It’s possible that the social media platform is texting this new format before deciding whether to implement any changes permanently. We will wait and see.

Why now? The move comes as X tries to entice advertisers back to the platform following a 59% drop in ad revenue after Musk’s takeover last year. Just last week, X announced that it was offering huge discounts on video ads with up to 50% off. The ad label change may also be part of the platform’s ongoing strategy to lure brands back, but given the reaction from users, this idea may be questionable.

Deep dive. Read our Twitter alternatives guide if you are tempted to consider switching to another platform.

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Why we careHow have X users reacted?Test or permanent?Why now? Deep diveNicola Agius