[FAQ]

Hello,

I often share detailed analyses on X, and I am trying to decide on the best format. For years, the thread has been the standard for long content. But now, with the long-form post or “Article” feature, there is another option.

I am wondering about the strategic difference. Is one better for engagement and discussion, while the other is better for readability or evergreen content? I would appreciate hearing your experiences on when you choose to use an Article instead of a thread.

Thank you.

[Jeff Bullas]

An excellent strategic question that many creators on X are currently grappling with.

Short Answer: Use a long-form X post (Article) for evergreen, reference-style content that benefits from clean formatting, and use a traditional X thread for storytelling, live commentary, or content designed to maximise conversational engagement.

The choice between these two text formats on X comes down to your primary goal for the piece of content.

First, the long-form Article format is the superior choice when your content is a definitive guide, a detailed report, or an opinion piece that you want people to read without distraction and bookmark for later; its cleaner presentation with headlines and rich media embedding makes for a much better reading experience. Second, the traditional X thread format is still the champion for telling a story that unfolds sequentially or breaking down a complex topic into distinct, bite-sized points, as each post in the thread serves as a separate invitation for engagement and discussion. Finally, consider that threads are generally better for immediate timeline discovery on X, while Articles are better presented as evergreen resources pinned to your X profile. Misusing these formats, for instance by placing a time-sensitive discussion in a static Article, is a poor practice that will only frustrate your audience.

Cheers,

Jeff

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