X (formerly Twitter) is a social media platform on which users can publish and interact with short messages.
In online marketing, Twitter is used to increase brand awareness and communicate with the target group. Companies can place adverts, use organic tweets and address specific topics. The advertising formats include text adverts, images, videos and interactive content such as surveys and competitions.
The takeover by Elon Musk at the end of 2022 and the renaming of the platform from "Twitter" to "X" resulted in various fundamental changes. One of the most important innovations is the introduction of premium accounts.