[FAQ]

Building on some of the recent conversations about content strategy, I’m trying to figure out the best way to leverage my long-form content on Twitter/X.

I create detailed YouTube videos and podcast episodes, and I want to turn them into effective short-form video or audio clips specifically for the Twitter feed.

What’s the best process for this in 2025? How do you identify the best moments to clip, and what’s the best way to format them to grab attention on a fast-moving timeline like Twitter?

Any tips on a good workflow would be great!

[Jeff Bullas]

That’s an excellent question. Thinking about how to repurpose your pillar content for different platforms is one of the smartest and most efficient things a creator can do.

The key for a fast-moving, visual feed like the one on X is that you cannot just post a link to your long-form content and expect engagement. You have to repackage your best moments into a new, native-feeling piece of content that can capture attention on its own.

There are a few effective ways to do this. First, you need to review your long-form video or podcast and identify the ‘nuggets’ of value. This could be a single surprising statistic, a powerful quote, a highly actionable tip, or a short, funny story. These are your candidates for short-form clips.

Second, if you are creating a video clip, you must reformat it for a mobile-first feed. Your clip should be edited into a square (1:1 aspect ratio) or vertical (9:16 aspect ratio) to take up the most screen space. A traditional wide-screen video will often get lost in the timeline.

Third, and this is non-negotiable, you must add a strong hook and burned-in captions to your video clip. The clip needs a text headline at the top to immediately tell the viewer what it is about and why they should stop scrolling. The dialogue must be captioned, as most users will see it with the sound off.

Fourth, if you are repurposing audio-only content, you need to make it visual by creating an audiogram. This is a video file that combines your audio snippet with a static background image, such as your logo or a guest photo, and an animated waveform. This gives your audio something for people to look at in the feed.

And fifth, the tweet itself must add value. The video or audiogram clip cannot stand alone. The text of your tweet should provide extra context, pull out the key quote from the clip, use three to five relevant hashtags, and have a clear call to action, such as “Listen to the full conversation here” with a link to your full episode.

Many modern editing tools can make this process of transcribing, clipping, and captioning much more efficient. By turning your best moments into a native visual asset for the platform, you give people a reason to stop, engage, and then seek out your long-form content.

Cheers,

Jeff.

[Author]

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