Hajra Naz
After banning most emojis and completely removing hashtags from paid promotions, X is now pitching what it calls a new era of in-stream ads. These ads, the company claims, will be sleeker, more responsive, and drive better results overall.
The problem? X hasn’t provided any real data to prove it. Still, if you want to advertise on the platform, you’ll need to follow its new rules.
What X Says About the Change
In its announcement, X painted a picture of a more polished, distraction-free ad experience:
“Imagine ads that blend naturally into your timeline — no more clunky hashtags, over-the-top emojis, or distracting URLs. This approach creates ads that are crisp, captivating, and genuinely resonant, cutting through the noise without any unnecessary clutter or distractions.”
On the surface, better-looking ads sound like a good idea. But the removal of hashtags and restrictions on emojis (now limited to just one per ad) seems less like a data-driven strategy and more like a reflection of Elon Musk’s taste for what looks “clean” in-stream.
Musk’s Influence on the Platform’s Look
Elon Musk has long had strong opinions about the design of X. He has previously tried to remove all function buttons in the feed to make it “cleaner.” He’s also pushed to reduce referral links and famously called hashtags an “aesthetic nightmare.”
This philosophy seems to be the real driver behind the changes. There’s no mention of testing, no performance insights, and no studies showing that ads without emojis or hashtags resonate better with users.
Instead, X simply declares that ads will “look better.” Not as an opinion. Not as an experiment. But as a fact.
Of course, when the person making these calls is also the man who designed the Cybertruck, bold design choices without supporting data shouldn’t surprise anyone.
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The Cost of Non-Compliance
X isn’t just updating ad styles—it’s also putting a price tag on how ads look.
The platform explained:
“We’re refining our ad formats to be sleeker, while assigning each ad an aesthetic score that will influence its pricing. The bottom line? Craft ads that look and feel premium, and watch your performance soar.”
In other words, if your ads don’t meet X’s new aesthetic standards, you’ll pay more for reach. If you design them in line with X’s vision, you’ll pay less.
AI and Machine Learning Claims
X also says that its ad system has been infused with state-of-the-art machine learning, making targeting more precise than ever. According to the company, AI-powered targeting will help brands find their audiences “with laser precision,” while Grok—its in-house AI assistant—will give advertisers instant insights, campaign recommendations, and even ad copy suggestions.
Again, though, no data, no graphs, no evidence. Just marketing talk. Maybe these upgrades exist, maybe not—X hasn’t shown any proof.
Grok in Ads and Transparency Push
Another addition will be the extension of X’s “Explain This Post” feature, powered by Grok, to ads. This will allow users to get more context about what they’re seeing, verify claims, and learn more about the brand behind the ad.
That might be good for transparency, but not every advertiser will welcome the idea of having their messages “explained” to users, especially if the explanations highlight weaknesses or stretch the messaging.
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So, is this better?
The big question is whether removing hashtags and limiting emojis will make ads better or just make them different.
X insists the changes will improve ad appearance and performance, but the lack of supporting evidence makes it hard to tell. What’s clear is that advertisers now face new rules, and if they don’t adapt, they’ll end up paying more.
For brands, the only way to know if this works is to test campaigns under the new system. If your audience is still active on X, these changes are something you’ll need to keep in mind when planning ad strategy.
Because at the end of the day, X isn’t just selling reach—it’s selling a particular aesthetic.
