Platform X has long been criticized for its lack of dedicated tools for creators, but it continues to refine its strategy to appeal to content professionals.

Having expanded its monetization options and recently organized a contest, Elon Musk’s social network has now introduced a label to mark sponsored content. This long-awaited change finally brings X in line with industry standards.

A Dedicated Label to Replace Hashtags

Nikita Bier, the product head at X, announced on the platform that creators can now enable a “Paid Partnership” badge directly from the publishing interface. This adds a visible note beneath the post, clearly indicating it as sponsored content.

Previously, content creators had to rely on hashtags like #ad or #commercialcollaboration to indicate a commercial partnership. This method was not only inelegant but sometimes fell short of regulatory requirements.

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With this new feature, X catches up with platforms like Instagram, which have offered a similar tool since 2017, following a directive from the FTC (Federal Trade Commission). The U.S. authority insists that sponsored posts must be marked in a way that is both “clear” and “visible”.

Additionally, Nikita Bier notes that the label can be applied retroactively. This means that if a creator fails to disclose the sponsored nature of a post initially, they can amend the post afterward without having to delete it.

Transparency, Regulation, and Brand Image…

In his statements, Nikita Bier emphasizes the importance of trust: undeclared collaborations could harm the platform’s integrity and the credibility of the content. In essence, the message is clear: X aims to foster economic activity on its network while ensuring better practice oversight.

This announcement is also part of a broader strategy; for several months, X has been attempting to attract creators with ad revenue sharing tools, paid subscriptions, and visibility “Boosts.” However, despite these efforts, many content creators continue to prefer platforms like YouTube or Instagram, which are historically better suited for brand partnerships.

As X faces various controversies related to moderation and artificial intelligence, this new label appears as an attempt to normalize the social network’s operations.

Only time will tell if this upgrade will be enough to persuade creators and advertisers to make X a favored channel for their future advertising campaigns…