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X (Twitter) best practices

Plan posts for X (Twitter) that start conversations, with posting times, how often to post, short posts, threads, hashtags and what Convia does.

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X (Twitter) moves fast: posts are short, have a short life and work best when they start a conversation. This page covers when and how often to post on X, how to write for it, hashtags and formats, and what Convia Pro does for you when it writes and schedules posts for X.

When to post on X

Convia schedules posts for X at 9am, 12pm and 5pm in your workspace time zone when you have not set your own times. General guidance points to weekday mornings (8am to 10am) and late afternoons (4pm to 6pm). To change the times, go to Channels, click Edit beside When posts go out, open Advanced and click Choose my own times. See Calendar & scheduling.

How often to post on X

One or more posts a day is a reasonable starting point, because posts on X have a short life. Pick a pace you could hold for three months. Convia starts every channel at 3 posts a week; raise it under Posts per week, up to 7.

Writing posts for X

  • Lead with your strongest point. Use direct, conversational language.
  • Keep it short. X allows 280 characters, and around 100 is the recommended length. Every link counts as 23 characters, however long it is.
  • Use threads for longer ideas. Open with a strong first post and end with a summary or a call to action.
  • Quote posts start more conversation than plain reposts.
  • Polls invite people to take part.
  • Reply to comments within the first hour.
  • Pin your most important post to your profile.

Hashtags on X

Use 1 or 2 hashtags at most, woven into the text where they fit rather than added at the end.

Images and video on X

X takes up to 4 images or one video per post. Aspect ratios of 16:9, 9:16 and 1:1 all work, and MP4 with the H.264 codec gives the best compatibility. For every file limit, see Posting rules for each platform.

How Convia writes your posts for X

Convia writes posts for X from your Platform instructions for X (Brand Brain → Platform instructions) and your Brand Brain: your brand characteristics, ideal customer and content rules. When a post sends people somewhere, it ends with an ask that follows from what the post says, then the link.

Where your brand and this guidance disagree, Convia follows your Brand Brain. A rule for every platform, such as never using emojis, goes in Content Rules under Brand Brain → Voice & Tone. A change for X alone goes in its Platform instructions, which come with Grow and up. See How AI uses your brand.

Posting to X uses your plan's monthly X usage budget, and a post with a link costs many times more than one without. The composer shows what a post with a link costs before you schedule it. See X usage budget.