Short answer
A promoted post is a normal X post that an advertiser pays to show to more people; it appears with an 'Ad' label in timelines, search and profiles, and you can create one from Ads Manager or by boosting an existing post.
Key takeaways
- Promoted posts look like regular posts with an Ad label.
- Promote posts that already did well organically.
- You pay per result based on your objective.
Promoted posts (formerly Promoted Tweets) are the oldest ad format on X, launched in 2010. They're still the core of most campaigns.
What does a promoted post look like?
Like any post, with a small "Ad" label.
It shows the advertiser's name, photo and checkmark, the post text and media, and the usual reply, repost and like buttons. Users can tap the More menu to see why they're seeing it or say they're not interested. Design teams mock up promoted posts before launch; our timeline post generator has an Ad label option in Advanced mode.
How do I promote a post?
Through Ads Manager (full control) or a quick Boost from the post (where offered).
In Ads Manager, create a campaign, choose an objective, set the audience and budget, and select the post as the creative. Step-by-step instructions are in how to run X ads.
Which posts should I promote?
Posts that already performed well organically and serve the campaign's goal.
| Goal | Good post to promote |
|---|---|
| Website traffic | A post with a clear reason to click and an image |
| Followers | Your best example of what you post regularly |
| Engagement | A question or opinion people answered organically |
| Sales | A product post with price and a strong image |
What does it cost?
It depends on audience, competition and objective; you set a budget and X charges per result.
Results differ by objective: per click for traffic, per follow for followers, per view for video. Start small and scale what works.
How do I tell a promoted post from an organic one as a user?
Look for the "Ad" label near the top-right of the post.
Promoted posts also offer "Why this ad?" in their More menu, which shows the targeting reasons, such as your location or interests. You can mark ads as not interesting, and Premium tiers reduce how many you see. Promoted posts are allowed to look like regular posts, but they must be labeled; an unlabeled paid post from a creator should carry X's paid promotion label instead.
Questions people ask
What's the difference between a promoted post and boosting?
Boosting is a quick way to promote a single post with simple settings, offered on some accounts. Ads Manager gives full control over objective, audience and budget.
Can people reply to a promoted post?
Yes. Replies, likes and reposts work as usual, and engagement from the promotion stays on the post.
Can I hide ads as a user?
X Premium shows fewer ads and Premium+ removes most. You can also choose 'Not interested in this ad'.