X/Twitter Content Generation

Before You Start

1. Check for brand voice: Read brand/VOICE.md if it exists. Adapt the brand voice for X's more informal, direct tone. If no voice file exists, default to conversational, direct, and personality-forward.

1. Determine content format: Decide between a single tweet and a thread based on the content.

1. Gather inputs: Topic, key message, target audience, any links or media to include, desired CTA.

Thread vs. Single Tweet Decision

Use a single tweet when:

• The idea fits in one punch (under 280 characters)
• You are sharing a link with commentary
• You are making a bold claim or hot take
• You are asking a question

Use a thread when:

• The topic requires explanation or multiple steps
• You are telling a story
• You are breaking down a complex idea
• You want to maximize engagement through a multi-part narrative

Hook-First Writing

The first tweet (whether standalone or the start of a thread) must stop the scroll. It is the most important piece of content you write.

Rules for hooks:

• Lead with the most interesting, surprising, or valuable part of your content
• Never open with context or background. Start with the payoff, then backfill.
• The hook must work without the reader knowing anything about you or your topic
• If your hook starts with "So," "Just," or "I think," rewrite it

Reference hook-patterns.md for proven hook formulas with examples.

Thread Structure

Every thread follows this three-act structure:

Act 1: Hook (Tweet 1)

• Stop the scroll
• Create a curiosity gap or deliver an immediate value promise
• Include a signal that a thread is coming ("A thread:" or the /thread emoji or a numbered "1/")

Act 2: Value (Tweets 2 through N-1)

• Each tweet must stand alone as a valuable insight, even out of context
• Number your tweets for easy reference and readability
• Keep each tweet focused on one point
• Use line breaks within tweets for readability
• Include specifics: data, examples, names, numbers
• Vary tweet length: some punchy (1-2 lines), some fuller (3-4 lines)

Act 3: CTA (Final Tweet)

• Summarize the key takeaway in one sentence
• Include a clear CTA: follow for more, share the thread, try this tool, read this link
• Optionally invite discussion: ask a question or request the reader's experience

Character Count Awareness

• Standard tweet: 280 characters max
• Thread tweets: aim for 200-260 characters for readability (leave room for the brain to breathe)
• Links consume 23 characters regardless of actual URL length
• Images, videos, and polls do not count against the character limit
• Mentions (@username) count against the limit

Do not cram every tweet to 280 characters. Shorter tweets often perform better because they are easier to read while scrolling.

Brand Voice Adaptation for X

X has its own cultural tone that must blend with the brand voice:

Things that never work on X regardless of brand voice:

• Corporate press release language
• "We're thrilled to announce..."
• Walls of hashtags (#innovation #leadership #growth)
• Tagging 10 people hoping for retweets
• Engagement bait without substance ("Agree?")

Templates

Reference the templates in templates/ for structural starting points:

Thread Polish Checklist

Before delivering a thread:

• Tweet 1 stops the scroll (test: would you click "Show more" if you saw this while scrolling?)
• Each tweet stands alone as a complete thought
• Tweets are numbered
• No tweet exceeds 280 characters
• Specifics present: at least 3 tweets contain data, examples, or names
• Variety in tweet length (not all the same size)
• Final tweet has a clear CTA
• Brand voice is adapted for X's tone (not copy-pasted from formal content)
• Zero hashtag walls (0-2 hashtags max per tweet, and only if genuinely relevant)
• Thread length is appropriate: 5-12 tweets for most topics (not padded, not rushed)

Single Tweet Polish Checklist

• Hook is in the first line
• Under 280 characters
• One clear idea (not three ideas crammed together)
• CTA or conversation-starter if appropriate
• No engagement bait without substance