Social network X has introduced a new way to encourage users to pay for reach. Now, while users are typing a post, a hand appears above the «Promote» button, pointing directly at it.
Most users have been openly irritated by this intrusive approach. Instead of making them want to pay for tweet impressions, the hand beneath the text field is more likely to cause frustration and make them want to close the app.
A Halloween joke or aggressive marketing?
Users started noticing the new prompt in the mobile app over the past 24 hours. While someone is writing a post, the animated pointer persistently draws attention to the paid promotion button at the bottom of the screen.
Some users suggested that the animation might be related to Halloween, but the platform has not confirmed this. Users themselves are commenting that even those who had previously considered paying for promotion now refuse to click the button on principle because of such aggressive prompting.
Nikita Bier's influence and a leadership change
Industry media immediately described the appearance of the hand as a classic Nikita Bier tactic — the former head of product at X, known for his aggressive and sometimes viral engagement techniques. In particular, Dylan Abruscato, president of the TBPN podcast, explicitly stated that this was Bier's most recognizable signature move imaginable.
However, Bier left the company back in August. A few days ago, Peter Sellis, who previously worked on product at Snap and Discord, became the new head of product.
It is still unknown whether the new prompt is connected to Sellis's appointment or whether the app is simply rolling out Bier's earlier tests. But the approach itself is clear: the platform is trying to squeeze advertising budgets out of smaller creators by pushing paid promotion directly in the post composer.
