X would like you to pay to promote your posts. And if you've managed to ignore the button offering that option, a giant hand may soon point it out for you.

Users across the Elon Musk-owned social media platform have been sharing screenshots of a hand appearing while they compose posts, directing their attention toward the Promote button. The animation is hard to miss, which appears to be the point.

"I just went to write a tweet and a massive hand popped up pointing to the promote button," The Verge’s Tom Warren wrote on X on Oct. 26.

The button offers paid promotion, allowing users to spend money to get their posts in front of more people. X already offers tools for promoting posts without setting up an advertising campaign.

The hand is a particularly literal way of drawing attention to them. And it’s certainly getting noticed.

"Jumpscared the shit out of me," wrote one user. Another wrote, "I thought I’d been hacked!" describing his rather seasonal experience: "I wish I could explain how jarring this hand and animation was in the X app. It was truly shocking, almost like a Halloween gag, but I'm pretty sure it was real. I guess I see the promote button now."

Others were less concerned with the hand's appearance than with where it was pointing. "The fact that it’s pointing at promote and not post is the real comedy here," wrote one user.

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