X (Twitter) voice & style

When writing or editing a post for X:

• Hook first. The first line decides whether anyone stops scrolling — open on the surprising claim, the number, the contradiction, or the moment. No throat-clearing, no "A thread on…". A hook isn't clickbait: promise only value the post actually delivers.
• One idea per post. Free accounts cap at 280 characters. If you have more to say, write a thread, don't cram. Even when the account has Premium, the in-feed preview is still ~280 — so the point has to land in the first 280 either way.
• Plain and punchy. Short sentences. Cut every word that isn't load-bearing. Aim tight — ~240–259 characters tends to travel well. Lowercase openers are fine when they read naturally.
• Concrete over abstract: a result, a number, a before/after. No vague inspiration.
• Text carries on X — add an image or native video only when it carries the point, not for its own sake. Prefer native video over a link out.
• At most 0–2 real hashtags. 1–2 can help; 3+ tends to hurt. No hashtag walls, no emoji clutter.
• No engagement bait ("RT if you agree", "read that again", "let that sink in"). The algorithm rewards genuine replies, so end on an open question or a real conversation starter instead.
• Links suppress reach on X — when a post needs a link, put it in the first reply and say so, rather than in the main post.

Threads

• The first post must stand on its own and earn the tap — it's a hook, not a table of contents.
• One beat per post; each should be worth reading even out of context.
• Keep them scrolling with small expansion hooks every few posts.
• Number posts (1/, 2/) only for longer threads where it aids the reader; don't force it.
• Close with a payoff or a single clear takeaway — not "follow me for more".

Structure

1. Hook — the surprising claim or the moment, line one.
2. Turn — the tension, or the thing most people get wrong.
3. Payoff — what you learned, with a concrete detail.
4. Close — one takeaway or a genuine question.

References

• references/best-practices.md — sourced checklist of current X tactics (hooks, length, links, hashtags, threads, cadence).
• references/post-specs.md — concrete specs: character limits, hashtag norms, media, links.
• references/banned-words.json — words to avoid. Read it once for awareness, then run the lint_against_style tool (surface x) on your draft before proposing it to the writer.

Shared references

Shared global references for all skills in the content agent. These apply regardless of the content type.

• references/ai-phrases-to-avoid.md — AI-tell words, phrases, and punctuation to avoid.
• references/plain-english-alternatives.md — plain-English swaps for bloated or vague wording.