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.

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

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

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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

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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.

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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

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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.

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Brand Voice Adaptation for X

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

Brand Voice Attribute	X Adaptation
Formal	Shift one notch toward casual. Drop "we are pleased to announce" in favor of direct statements.
Technical	Keep technical depth but use conversational framing. "TIL that..." is fine. Jargon is fine if your audience expects it.
Warm/Friendly	Amplify. X rewards personality. Use "I" more than "we."
Authoritative	Show, don't claim. Share the insight, not the credential.
Humorous	Lean into it. X rewards wit. But avoid forcing jokes -- a dry observation beats a bad punchline.

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?")

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Templates

Reference the templates in templates/ for structural starting points:

Template	Use Case
thread-howto.template	How-to and tutorial threads
thread-story.template	Narrative and storytelling threads
thread-teardown.template	Analysis and breakdown threads
single-hook.template	Standalone tweet patterns

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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