X has rolled out a new advertising feature called Mention Boosts, giving brands the ability to pay for extra visibility whenever a user organically mentions them in a post. When a brand is mentioned in an organic post, advertisers can now boost that mention, turning customer endorsements into a paid campaign, with the ability to set a budget and duration for each boost.
Turning Everyday Praise Into Paid Promotion
The company describes the tool as a way to help marketers instantly amplify genuine customer reviews and ongoing conversations, layering on custom call-to-action buttons and links without needing new creative assets. The approach leans into a broader trend: peer endorsements tend to carry more weight than brand-produced content. Supporting this, LinkedIn data has shown that B2B buyers are three times more likely to select a brand recommended by their peers. By letting companies boost real customer chatter instead of scripted ads, X is betting that authenticity will drive stronger engagement and conversions.
Part of a Growing Boost Ecosystem
Mention Boosts builds on X’s existing Boost feature, which launched in September and lets users pay to expand the reach of their own posts. Mention Boosts extends that same mechanic specifically to brand-related content written by other users.
Access to the new tool isn’t universal, however. Brands need to be signed up for X’s Premium Business plan, which starts at $200 per month, meaning only advertisers with a serious commitment to the platform will have the option available.
The launch adds another incentive for businesses weighing whether to invest in X’s premium advertising tier, as the platform continues expanding its suite of AI- and engagement-driven ad products.