What is X (Twitter), and how does a freelance X specialist work?

By Carsten Bjerregaard, Addcapacity.com

X – formerly known as Twitter – is a real-time platform where news, opinions and professional dialogue unfold at a high pace. The platform is particularly strong within politics, finance, technology, media and B2B niches, where topicality and visibility are crucial. X differs from other social media by its text-based structure and its focus on debate and trends. In a marketing context, the platform is used for thought leadership, PR, community management and targeted advertising. A freelance X specialist ensures that messages are formulated sharply, the timing is correct, and the advertising effort supports the overall strategy.

1. What are X’s basic functions and core purposes?

X’s core purpose is to facilitate fast and open communication. Content is published as posts (formerly tweets), which can be amplified via reposts, replies and hashtags. Advertising is handled via X Ads, where companies can target interests, keywords and followers of specific profiles. The platform’s strength lies in its timeliness and ability to engage in relevant conversations.

Key features

• Organic posts and threads
• Hashtags and trends
• Promoted posts
• Follower and interest targeting
• Analysis and engagement measurement

A concrete example: A fintech company actively participates in financial debates and strengthens its position as an expert in the industry.

2. What business value does X create?

X creates business value by providing direct access to professional environments and opinion leaders. The platform is effective for positioning, PR and dialogue with stakeholders. For marketing, this means the ability to respond quickly to trends. For management, the value is about visibility and influence in relevant networks.

Value-adding elements

• Thought leadership
• Real-time communication
• PR and brand positioning
• Direct dialogue with the target group
• Targeted niche advertising

In practice: A B2B company uses X to promote white papers and participate in industry debate.

3. How comprehensive is X – and who is the platform for?

X is particularly well suited to companies in industries with high information intensity – e.g. technology, finance, media and politics. The platform is less relevant for visual lifestyle brands, but can still be used strategically in combination with other channels.

Typical uses

• PR and communication
• B2B thought leadership
• Event and conference promotion
• Report launch
• Employer branding in niche industries

An example: A tech company uses X to communicate product updates and industry insights.

4. What other platforms are there in the same category?

X operates in the text- and dialogue-oriented social media landscape. The choice depends on the target group and purpose.

Alternative Platforms

• LinkedIn
• Threads (Meta)
• Reddit
• Facebook

In practice: X is often used for quick dialogue, while LinkedIn handles more formal B2B positioning.

5. What role and tasks can a freelance X specialist perform?

A freelance X specialist works with strategy, content planning and ad setup. The focus is on formulating messages precisely and participating in relevant conversations. The specialist can also handle community management and performance optimization.

Typical tasks

• Development of content strategy
• Planning threads and posts
• Setting up campaigns in X Ads
• Analysis of engagement
• Community management

A specific scenario: A freelancer structures the company’s presence and increases engagement through relevant industry threads.

6. What work-related and financial benefits can you achieve by using a freelance specialist?

X requires an understanding of tone, timing and target audience. An experienced freelancer can quickly position the company correctly and avoid misunderstandings in public dialogue. The collaboration can be campaign-based or ongoing, depending on the level of ambition.

Benefits in practice

• Quick strategic clarification
  Specialized niche experience
  Flexible resource use
  Focus on engagement and visibility

In practice: A company uses a freelancer during a major launch to ensure correct communication in real time.

7. What are the advantages of using a freelancer over an agency or consultancy?

For X activities, many companies choose freelancers over agencies. The collaboration is closer and more agile.

Hourly rates are often 30–40% lower, and the effort can be targeted precisely at the most relevant conversations and campaigns.

Key differences

• 30–40% lower hourly rates
• Faster response time
• Direct strategic dialogue
• Less organizational overhead

A typical choice: The freelancer acts as an external communication resource when needed.

How do you quickly get in touch with freelance X specialists who match your tasks?

X specialists have different strengths – some are strongest in PR and thought leadership, others in performance advertising and community management. At Addcapacity.com, we take the specific tasks and the function to be solved as our starting point – whether the work is hands-on content production or strategic positioning.

We have a large network of experienced social media profiles and help identify three strong candidates who match both expertise and scope. You can use the “Get 3 strong candidates” function. It is non-binding, and we always make an initial call to clarify the need and ensure the right match.

The process in brief

• Clarification of goals and positioning
• Selection of 3 relevant candidates
• Dialogue and quick start