X has introduced “Mentions Boost,” a new tool that lets Premium Business subscribers instantly amplify any post mentioning their brand. Marketers can promote organic customer reviews and real-time conversations with a single tap, then attach custom call-to-action buttons and destination URLs to turn those mentions into performance campaigns without producing new creative.

The feature is available now to all Premium Business subscribers in the X app and builds on the platform’s standard Boost tools, adding functionality aimed specifically at business accounts.

Monique Pintarelli, Head of Global Advertising at SpaceXAI, said the launch reflects the platform’s positioning as a full-funnel advertising channel. “Premium Business equips advertisers and brands with the tools to move faster and more authentically on X,” Pintarelli said. “We’re excited to launch Mentions Boost for marketers to harness genuine customer advocacy at scale, turning real conversations into measurable growth while preserving the trust that only real voices can deliver. It’s another reason why X remains the only true full-funnel platform, taking brands from organic discovery all the way through to conversion in a single seamless flow.”

Mentions Boost arrives as part of X’s new Ads Manager, which the company has billed as the most ambitious rebuild of its advertising platform in its 20-year history. The rebuild has rolled out in phases since earlier this year, with dedicated support teams facilitating advertiser migration. In June, X added a Google Tag Manager integration for no-code Pixel and Conversion API setup, a consolidated Conversion API resource hub, and a Real-Time Conversion Diagnostics dashboard giving advertisers live visibility into tracking health. Pintarelli described that phase as an effort to “level the playing field for all businesses to advertise on X by making advanced measurement simpler, faster, and more intelligent.”

The broader overhaul was first outlined at an invite-only Client Council event in New York in April, where Pintarelli, Head of Product Nikita Bier, and Global Head of Content Partnerships Mitchell Smith presented a slate of updates spanning both advertising infrastructure and X’s creator program.

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