X Introduces Mention Boosts Feature

X has launched a new advertising feature called Mention Boosts, allowing brands to promote organic posts from users that mention their business. The feature is designed to help advertisers amplify customer endorsements and conversations by turning them into paid campaigns directly within the platform.

The new tool is available to subscribers of X’s Premium Business plan and expands on the platform’s existing Boost functionality, which enables users to pay to increase the reach of their own posts. With Mention Boosts, businesses can select an eligible post mentioning their brand, assign a campaign budget and duration, and add custom call-to-action buttons and destination URLs without creating new advertising assets.

According to X, the feature is intended to make it easier for marketers to capitalize on authentic customer conversations. Rather than producing a separate advert, brands can amplify existing user-generated content that already references their products or services, potentially giving promotional campaigns a more organic feel.

Mention Boosts are available exclusively through X’s Premium Business subscription, which starts at $200 per month for the basic tier. The subscription also provides businesses with additional management tools and advertising features beyond those available to standard users.

The launch is the latest addition to X’s growing suite of advertising products as the company continues to develop new monetisation options for brands. In recent months, the platform has introduced expanded creator tools, livestreaming capabilities and updates aimed at encouraging greater engagement across the service.