What is X (formerly Twitter)? – The social network in transition

X, formerly known as TwitterX is one of the world's most well-known social networks. Since its acquisition by Elon Musk and rebranding in 2023, the platform has fundamentally changed – in its features, moderation, and public perception. This article contextualizes this development, highlights opportunities and risks for businesses, and shows how X can be effectively integrated into a comprehensive SEO strategy.

Key findings (brief overview)

• X was founded as Twitter in March 2006 and officially renamed "X" in July 2023. It is a social network and online platform for short messages, images, and videos.
• Elon Musk acquired the platform in October 2022 for around 44 billion US dollars and wants to develop it into a super app called Platform X – with features such as payment, shopping and AI chatbot Grok.
• Since the takeover, content and moderation have changed dramatically: there is more controversy surrounding hate speech, disinformation and political propaganda, but also new monetization models.
• X remains an important communication channel for private users, media and businesses – despite EU regulation, advertising boycotts and the withdrawal of parties and celebrities.
• We at LikeMeASAP help companies to use X strategically in marketing – focusing on content, SEO and high-quality links, without uncritically advertising the platform.

Introduction: From the microblogging service Twitter to platform X

In March 2006, a service emerged in San Francisco that would fundamentally change online communication. Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams developed an SMS-like instant messaging service under the working title "twttr," which was soon renamed Twitter. Twitter is a global microblogging service for short messages that has since influenced politics, journalism, and activism worldwide. Tweets, followers, and hashtags have become integral to digital life—from election campaigns and protest movements to the customer service of major corporations.

In late October 2022, Elon Musk acquired Twitter for approximately $44 billion. A rebranding followed in July 2023: the iconic bird logo disappeared, the name changed from Twitter to "X," and tweets became "posts." Since then, the platform has been officially referred to as "Platform X" or "Online Platform X." Musk's stated goal: X should grow far beyond a mere microblogging service and evolve into a comprehensive social network with numerous new features.

Basic functions of X: How the social network works today

Despite the rebranding, the classic Twitter features remain at the core of X. The platform enables real-time communication and rapid information exchange – that hasn't changed.

Posts (formerly Tweets): Users can post messages with a character limit of up to 280 characters. X allows sharing of short messages, images, and videos, as well as GIFs, links, and polls. The platform is frequently used to disseminate real-time information.

Followers, reposts and interactions: Users can follow other accounts to see their posts in their timeline. Interactions include likes, replies, and retweets (now: reposts). Users can gain followers and spread content – ​​a central mechanism of the network principle.

Hashtags and search: Hashtags categorize posts on specific topics and make it easier to find content. Current discussions can be followed using the search function and hashtags.

Algorithm and timeline: The feed can be used in two views: "For you" (algorithmic recommendations) and "Following" (chronological). Which view users prefer significantly influences the reach of posts.

Additional features: X offers features for private messaging between users (direct messages/DMs), lists, communities, and spaces (audio livestreams). These features can be used for brand communication and building a professional social media accounts be very relevant.

Milestones: Key dates and developments from Twitter to X

The story of X can be traced back to a few key turning points:

2006: X was founded as Twitter in March 2006. Founder Jack Dorsey published the first tweet. The concept of the 140-character message was revolutionary at the time.

2007: Hashtags established themselves as a principle of organization. At the SXSW festival in Austin, Twitter first gained widespread public attention.

2010-2011: Twitter became a tool for protest movements. Hashtags like #ArabSpring and later #MeToo shaped global debates and showed how a social network can influence real political movements.

2013: Twitter went public. Advertising products such as Promoted Tweets and Trends were expanded.

2016-2020: Twitter played a central role in US election campaigns and global political discourse. In 2017, the character limit was increased from 140 to 280 characters. Discussions about moderation and right-wing content intensified.

October 2022: Completion of the acquisition by Elon Musk. Beginning of profound changes in personnel, moderation, and business model.

July 2023: The platform was renamed X in July 2023. The bird logo disappeared, and new terminology was introduced. According to media reports, a year after the Musk acquisition, X saw lower advertising revenue but significantly more controversy surrounding hate speech and disinformation.

Elon Musk's acquisition: Goals, strategy and controversies

In October 2022, tech billionaire Elon Musk completed the acquisition of Twitter – financed in large part by bank loans, the burden of which has weighed heavily on the platform ever since. The purchase price of approximately 44 billion US dollars was one of the largest deals in the history of tech companies.

Musk described the acquisition as "liberating the bird" and announced plans to strengthen free speech on the platform. Previous bans were reviewed, and prominent figures like Donald Trump and Kanye West had their accounts reinstated. The question of where free speech ends and censorship begins became the defining theme of the debate surrounding X.

Structurally, Musk radically rebuilt the platform:

• Mass layoffs in moderation and development teams
• Reorientation of content moderation: less human control, more automated systems
• Introduction of paid verification checkboxes via X Premium
• Integration of the AI ​​chatbot Grok (Musk's AI project)

The main controversies: Critics accused Musk of encouraging an increase in hate speech, antisemitic content, and political propaganda on X through the new rules. Studies show a rise in problematic content since the acquisition. Elon Musk's public persona—whether on X itself or in politics—is highly polarizing and has a lasting impact on the platform's image.

From Twitter to X: Rebranding, new logo and brand strategy

On July 23, 2023, the official rebranding took place: Twitter became X, and the bird logo was replaced by a stylized "X" symbol. The change affected the website, app, and all official communication channels. Twitter, Inc. became X Corp.

The rebranding was more than just cosmetic. It signaled Elon Musk's strategic realignment towards "Platform X" – away from a mere short messaging service and towards a comprehensive online platform with expanded features.

Specifically, the following changed:

• Tweets are now called "posts", retweets are "reposts"
• The user interface has been redesigned, and new features have been integrated.
• External communications consistently refer to "X"

Media and users reacted with mixed feelings. Many felt nostalgic for the name "Twitter" and the iconic bird logo. Critics saw the rebranding as an attempt to shed the platform's controversial history. In German-speaking countries, many people still use both terms interchangeably – a fact that also applies to… SEO strategies This should be taken into account, as search queries are made for both “Twitter” and “X”.

X as a “super app”: Musk’s vision of an all-purpose platform

The concept of the super app originated in Asia: services like WeChat combine messaging, payments, shopping, and other services in a single app. Elon Musk has repeatedly stated his intention to rebuild X according to this model.

Planned and partially tested features include:

• Payment functions and shopping integration
• Stronger monetization for creators (revenue from premium subscriptions and advertising revenue)
• AI integration via the chatbot Grok
• Audio and video calls directly in the app
• Looking ahead: Banking-like functions

However, this project faces significant obstacles in the European context. Data protection regulations (GDPR), the Digital Services Act, and competition law impose strict limits. The question of whether European users are willing to entrust so much data and so many functions to a single platform remains open.

For companies, it can be worthwhile to test new X features early and gain visibility as an "early mover." At the same time, legal and reputational risks should be carefully examined before new products and features are used extensively.

Regulation, EU investigations and possible withdrawal scenarios

X is considered a “Very Large Online Platform” under the EU Digital Services Act (DSA) and is therefore subject to special obligations: risk assessment, transparency in recommendation algorithms and effective measures against illegal content.

The EU has opened proceedings against X for illegal content. In December 2025, the European Commission fined X €120 million for breaches of transparency obligations and inadequate complaint mechanisms. A follow-up investigation in January 2026 is examining, among other things, Grok's handling of sexualized deepfakes and systemic risks.

Elon Musk called for the EU to be abolished after imposing a penalty – a statement that garnered widespread media attention and further exacerbated tensions between the platform and European regulators. There was much media discussion about whether Musk was threatening to withdraw X from Europe. Official denials followed, but the situation further damaged the trust of many users and advertisers.

On Thursday morning, X experienced an outage lasting several hours. Some users were unable to log in to X. A Cloudflare outage caused disruptions to X in multiple countries. Specifically, X was affected by an outage on September 17, 2025 – an incident that highlighted the dependence on infrastructure service providers like Cloudflare.

This section shows that the tension between freedom of expression, business interests and legal requirements remains the central theme of the platform in Europe.

Politics, parties and celebrities: Who is leaving X – and why?

Political controversies surrounding X have increased significantly in recent years. During the US election campaign, the platform served as a preferred channel for Donald Trump and other political figures. In Europe, debates focused on far-right content, disinformation, and the handling of propaganda.

The SPD, Greens, and Left Party are leaving X due to disinformation. The parties' reasons range from hate speech and incitement to disinformation and distrust of Elon Musk's moderation policies. In Berlin and other German cities, other political actors and organizations have joined the withdrawal.

In Austria, too, dozens of celebrities have turned their backs on X. They describe the network as "toxic, full of lies, aggressive, and depressing." X is criticized as a platform for hate speech and disinformation. According to reports, X promotes far-right content—a judgment shared by many respondents in surveys.

Importantly, despite the withdrawal of individual players, the network's culture remains. The hate on the platform doesn't automatically disappear when individual parties or celebrities deactivate their accounts. For companies, this means that those active on X must carefully plan how they handle controversial content and their own positioning.

The AfD, on the other hand, continues to use X intensively as a communication channel – a sign of how differently political actors assess the platform. The question of who ultimately benefits from X remains part of an ongoing societal debate about democracy and the digital public sphere.

Verification, payment models and monetization of X

Before Elon Musk's acquisition, blue verification checkmarks served as proof of identity for prominent individuals, media outlets, and brands. Under Musk, this model was completely revamped: X has offered a paid version since 2023. With X Premium, users can obtain a blue checkmark for a monthly fee – regardless of their actual fame or relevance.

The consequences:

• Increasing confusion among users regarding the credibility of accounts.
• Risk of identity theft and fake accounts with a blue checkmark
• The EU Commission is investigating whether the new checkbox system violates the DSA.
• Threat of millions in fines for detected violations

Other monetization efforts include creator revenue, advertising, and initial tests with paid models for basic features. There have been considerations to introduce a general fee for all users – so far without implementation.

For companies, the cost-benefit analysis of X Premium and advertising on X should be regularly reviewed. Those using an X profile for brand presence must consider not only the value of verification but also the brand risks posed by the environment and content on X. An account with a blue checkmark no longer automatically signals trustworthiness.

Comparison: X, Threads and other instant messaging services

X was long the undisputed pioneer among microblogging services. However, since the launch of Threads (Meta) in July 2023, it has faced serious competition with comparable reach for the first time. Alternatives such as Bluesky and Mastodon also exist, but these remain niche platforms.

In January 2026, Threads overtook X in terms of daily mobile user numbers worldwide: approximately 141,5 million for Threads vs. 125 million for X. However, when combining Website– and mobile access, X, with approximately 270 million daily users, remains significantly ahead of Threads (approximately 150 million).

The most important differences at a glance:

Criterion	X (formerly Twitter)	Threads (Meta)
User base	Established, global, strong in news & politics	Growing, integration into Instagram
Hosts	Relaxed under Musk, more controversies	Stricter, meta-guidelines
Features	Posts, Spaces, Grok, Premium	Feed, replies, close Instagram integration
advertising opportunities	Extensive, but brand safety risks	Under construction
For companies, this means it's not an "either-or" decision. Depending on the target group, resources, and industry, different priorities can be beneficial. X remains highly relevant due to existing network effects, prominent accounts, and rapid news dissemination.

X in Europe and the DACH region: Usage, trends and special features

In the DACH region, X is a niche platform compared to Instagram, Facebook, or TikTok. Its strength lies in specific areas of application: media, politics, B2B communication, and specialist communities (tech, finance, law).

Typical use cases:

• Live commentary on news and crisis communication
• Journalism and research
• Professional exchange in closed communities
• Expert positioning in niche industries

Regional debates revolve heavily around the withdrawal of political parties, discussions about right-wing extremism and disinformation, and the role X will play in future election campaigns. For local businesses, law firms, agencies, and online shops, X can be selectively useful—for example, for positioning themselves as experts or for quick customer dialogue. However, for purely local target groups, other platforms are often more efficient, particularly Google Business Profiles, Instagram, or TikTok.

X as a channel in online marketing: Opportunities and risks for companies

X is also useful as a marketing platform for brands and companies. Real-time communication, reach via hashtags, and direct dialogue with customers make the platform a potentially valuable component in their strategy. Social media marketing.

Opportunities:

• Brand building and thought leadership through regular, relevant posts
• Real-time crisis communication
• Traffic generation for a website or online shop
• Multiplier effect through journalists and influencers

risks:

• Toxic discourses and shitstorms
• Brand safety issues: Ads appear next to problematic content
• Potential advertising boycotts and reputational damage
• Declining user numbers in certain target groups

Companies need a clear strategy, tone of voice guidelines, and active monitoring before they intensively use X. Those who simply "collect followers" are missing out on potential – or even risking a setback for their brand.

X, SEO and visibility: How the social network affects search engines

X is not a traditional SEO channel, but it indirectly provides important signals for brand visibility. Brand and personal names often rank on Google with X profiles and individual posts – this shapes the perception of potential customers and business partners.

Regular, relevant X-posts can drive more users to your website, which has a long-term positive impact on organic traffic and branding. This effect is particularly pronounced when content is shared via X and subsequently linked to on news portals, blogs, or specialist websites – thus creating high-quality links. Social media backlinks.

Social signals are not currently considered a direct ranking factor by Google. However, mentions, links from articles (found via X), and brand searches are indeed important for SEO. Those who are active on X and share relevant information there can indirectly strengthen their domain authority and search engine performance.

This connection is the reason why at LikeMeASAP we never consider X in isolation, but always in the context of a holistic SEO strategy.

Backlinks, content & more: How LikeMeASAP X integrates into the overall SEO concept

We at LikeMeASAP are a Full-service SEO agency with over 15 years of experience in the DACH regionOur focus is on backlinks, SEO texts, web design and local SEO – and we know that social networks like X should be a building block, but never the sole basis of a successful SEO strategy.

Our approach:

• Content is first published on the owner's own website or blog, then distributed via X.
• Targeted content distribution generates impulses for organic backlinks – for example, when journalists or specialist bloggers link to our articles.
• We offer Premium backlinks (DoFollow, German-speaking and international), which demonstrably improve Domain Authority, Trust Flow and Ahrefs Domain Rating
• Our SEO texts are designed to rank on the website and can also be effectively teased via X and other channels.

The difference to pure social media agencies: We don't measure success in followers, but in measurable metrics such as domain authority, trust flow, and organic traffic. Sustainability and transparency are our top priorities.

On-page and off-page optimization for X-websites

A professional X presence is only effective if the linked websites are technically and content-wise well-optimized. The post on X may generate attention – but the conversion happens on the website.

On-page perspective:

• Landing pages that X-Posts link to must load quickly, be mobile-optimized, and contain clear conversion elements.
• Meta tags, heading structure, and internal linking should be correct.
• Password-protected areas or faulty file links can negate the effect.

Off-page perspective:

• Strategic development of Backlinks from relevant sources (press, blogs, specialist portals), which are triggered by X-communication
• Synergies between social media impulses and sustainable search engine optimization

At LikeMeASAP, we offer both levels: On-page SEO (including WordPress, Gambio, Ionos) and off-page SEO (link building, disavowing toxic links, local directories). This translates short-term social media impulses into long-term effective SEO signals.

Technical and local aspects: WordPress, Local SEO and X

Many small and medium-sized enterprises in the DACH region rely on WordPress as their CMS and integrate X into their websites – via feeds, sharing buttons, or the integration of individual posts. This integration must be implemented technically soundly so that it does not negatively impact loading times.

LikeMeASAP combines WordPress web design and maintenance with SEO: clean technical foundations, fast loading times and clear structure are the prerequisites for social traffic from X to actually convert.

Local SEO and X: Local service providers, doctors, tradespeople, or restaurants can use X alongside their Google Business Profile to strengthen their local visibility. The following are important:

• Uniform NAP data (name, address, phone number) across all channels
• Clean linking between website, X-Profile and local directories
• Regular, relevant posts that establish a local connection (e.g., events in Berlin or industry events)

For purely local target groups, however, the leverage offered by Google Business Profile and Local SEO remains greater than that of X. During the application process, we provide individual consultations to determine which channel offers the greatest value for each company.

Graphic design, brand presence and content on X

The first impression on X is visual: profile picture, header graphic, and post visuals determine whether users stop or scroll on. Consistent design and recognizable imagery help to stand out positively in the fast-paced X feed of news and controversial content.

We at LikeMeASAP develop LogosSocial media graphics and templates that are consistently used across the website, X, and other channels. In addition, we create short videos. Explanatory videos and visual content that makes complex issues understandable – an advantage in a network that thrives on speed and attention economy. Companies can professionally Have explanatory videos created, in order to clearly communicate complex offers even outside of X.

Equally important: Clearly structured, easily readable SEO texts that appear in blog articles and landing pages and are teased via cross-posts. The linking of Graphic Design SEO-oriented content is a unique selling point that we offer from a single source.

Managing risks: Toxic links, shitstorms and reputation protection

Using a polarizing network like X always carries reputational and SEO risks. Ignoring these risks defeat on multiple levels.

Reputational risk: Hate speech, online harassment, and targeted campaigns can quickly damage a company's image. The following are necessary:

• Crisis plans with clear response lines
• Active monitoring (mentions, comments, sentiment)
• Guidelines for employees to deal with X
• When in doubt: Seek legal advice, e.g. from E-mail to a specialist lawyer

SEO risk: Negative reporting or spam campaigns originating from X can lead to toxic backlinks. When unverified websites link to content about your company, it can negatively impact your search engine ranking.

At LikeMeASAP, we identify and limit such risks with disavow services, backlink audits, and the development of high-quality German backlinks and continuous monitoring via tools like Ahrefs and Majestic. This ensures that our clients' online presence remains protected – even if X activities produce unwanted side effects.

Conclusion: Successful use of X without professional reputation and link risk management can be dangerous for companies. The background and context should be understood before any engagement on the platform.

Conclusion: How companies should classify and utilize X today

Despite rebranding, controversies, and growing competition, X remains an influential social network – particularly for news, politics, and B2B communication. For companies in the DACH region (Germany, Austria, and Switzerland), X can be a valuable tool if used strategically and in a targeted manner. At the same time, the benefits and risks must be carefully weighed: X is not essential, but it is highly beneficial for certain target groups and industries.

The greatest leverage often lies not in collecting followers, but in the interplay of X with SEO, content, Backlinks and a strong Website. Anyone conducting conversations on X should ensure that the resulting impulses lead to an optimized page – measurable, traceable and effective in the long term.

Our recommendation at LikeMeASAP: Anyone who wants to use X strategically should always do so as part of a holistic online marketing and SEO strategy. We are happy to support you in this – from analysis and content planning to the sustainable building of sustainable backlinks.

Interested in a free initial consultation? Get a free assessment of whether and how X makes sense in your individual case – and how you can sustainably increase your online visibility with professional search engine optimization.

Frequently asked questions about X (formerly Twitter)

Is X a sensible option for every company in the DACH region?

X is particularly suitable for media-related industries, B2B companies, tech firms, politically affiliated organizations, and experts who want to position themselves as thought leaders. For purely local target groups—such as restaurants, tradespeople, or doctors—platforms like Google Business Profiles, Instagram, or TikTok are often more efficient. At LikeMeASAP, we conduct individual consultations to assess whether X offers genuine added value or whether the focus should be on SEO, Local SEO, the targeted purchase of high-quality backlinks and other networks are more suitable. The decisive factors are the industry, the target audience, and the available resources of your company's world.

How exactly does X differ from threads?

Threads (Meta) is more deeply integrated into the Instagram ecosystem and offers a closer connection to the existing meta profile. Moderation on Threads is stricter, but currently lacks features like hashtag search or similar advertising options. X has a more established user base in the news and politics sector, while Threads is growing primarily in the lifestyle and consumer sectors. Companies don't have to choose between "X or Threads"—depending on the target audience and resources, different focuses on different platforms can be more effective.

What role does X play directly in Google rankings?

X-signals are not currently considered a direct ranking factor by Google. However, mentions, brand mentions, and other similarities can be considered.Search and backlinksActions triggered via X indirectly improve SEO performance. Sustainable SEO relies on high-quality content, technical optimization, and strong backlinks – areas where LikeMeASAP provides support with experience and proven methods. Only those who consider all channels in their interplay are truly guaranteed success.

How do I deal with hate comments and trolls on X?

Practical tips: Establish clear community guidelines and communicate them openly. Moderate and block consistently without allowing escalations to occur. Focus on constructive dialogue and ignore obvious provocations. Companies should establish communication guidelines for employees and seek legal advice when in doubt—for example, when migrating critical discussions from platform X to other channels or when dealing with content that could be considered criminal.

Can LikeMeASAP also handle only specific tasks such as disavowing or backlink building?

Yes, we work modularly: from one-off backlink audits and the disavowal of toxic links to ongoing link building campaigns and complete solutions. SEO supportEven customers who manage X themselves can receive targeted support with SEO texts, web design, or Premium backlinks Book now. A complete package is not necessary – we will tailor the scope to your needs.