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.

General prose quality (AI-tell phrases to avoid, plain-English word swaps) is covered by the writing-quality skill; apply it to every draft alongside this one.