X has rolled out a new advertising feature called Mention Boosts, giving brands the ability to pay to amplify the reach of any organic post that mentions them. Rather than relying solely on brand-created content, companies can now turn genuine customer shoutouts and reviews into full-fledged promotional campaigns.
How Mention Boosts Works
When a user posts something that mentions a brand, that brand will see an option to boost the post. From there, brands can set a campaign budget, choose how long the boost runs, and attach custom call-to-action buttons along with destination URLs. The result is a performance-ready ad built entirely from existing user content, meaning brands don’t need to produce new creative assets to run the campaign.
The move builds on X’s original Boost feature, introduced in September, which allowed individual users to pay to extend the reach of their own posts. Mention Boosts extends that same mechanic specifically to business accounts monitoring their brand mentions.
Why Organic Mentions Matter for Marketers
The timing lines up with broader industry data on peer influence. LinkedIn has reported that B2B buyers are three times more likely to select a brand that comes recommended by other people, underscoring why authentic mentions can outperform traditional ads. By making it easy to convert those organic endorsements into paid reach, X is positioning Mention Boosts as a way to capture trust-driven engagement at scale.
Access to the feature isn’t free, however. Brands must be subscribed to X’s Premium Business plan, which starts at $200 per month, to unlock Mention Boosts. That price point signals X is targeting advertisers already committed to a meaningful presence on the platform, rather than casual or small-scale marketers.