All of the notable things I have ever done—being born, my weird space cow art, my long-form blogging about my mental health, my long-form blogging about underwear, probably other things—were on October 21st rapidly surpassed or at least matched in measurable viewership by 35 words, one emoji, two images, and a link.

The characters in question live in my twitter thread summarizing our study on the July COVID-19 outbreak in Provincetown, Massachusetts—then a preprint, now out in print on the cover of Cell. As I write this sentence, the first tweet of the thread has been viewed over 100,000 times, most of those views having happened within days of the tweet—which means that more than twice the population of my hometown saw at least a summary of our main findings at the moment they had the greatest potential for public health impact. I am quite delighted that the research we all poured our minds and hearts and summer and autumn into was seen by so many people so quickly. I am very impressed by how fast it spread and to whom.

Tweeting about science isn’t something I thought I was good at (and this was my first time doing it), but since it went so well I want to share with you what I’ve learned—for a long time as a consumer and now apparently as a creator. Here is my guide to writing a good twitter thread (tweetorial or tweetstorm, though I’m not a fan of either word) about your research.

Step 0: Before You Tweet

Before you start drafting your tweets, think about who your audience is and what you want your audience to take away from your work:

1. What are your key scientific findings?
2. How do you hope your key scientific findings will contribute to people’s everyday lives, immediately or someday?
3. What action do you want to inspire? Are you hoping that people will alter their behavior? Are you hoping that people will use your tool? Are you hoping that people will build on something you’ve started?
4. As you wrote the above, whom did you think of? Who are the people who are positioned to use your work immediately? Who are the other people who might also be interested in knowing about it? Who else might stumble on it?
5. Do you have strong emotions about your work? Do you feel delighted? surprised? grateful? horrified? Is there a particular emotion you want your audience to feel? Are you hoping to delight? to surprise? to horrify? How strong is your own emotion? Does it contribute to your message or does it detract from your message?
6. In what ways can your work be misinterpreted, misunderstood, or misused, unintentionally or maliciously? Can your work be used to fuel misinformation? Can your work be used to fuel hatred? What content did you personally find helpful in understanding how your work fits into a compassionate, good world? What content might help correct possible misinterpretions of your work?

Step 1: The First Tweet

The first tweet in your thread is the most important tweet of your thread. Most people will not click your link to read your paper and most people will not click your first tweet to read the full thread. For many people, this first tweet is all they will see of your work. It should communicate enough of your main findings and your call to action that not seeing the rest is more or less okay.

To maximize the chance that someone scrolling will read and understand it, your first tweet, more than any of the other tweets in the thread, needs to be short, be easy to understand, and not look like a block of text. Where possible, I recommend using bulleted lists and breaking up your text with plenty of vertical whitespace.

Your first tweet should include a link to the paper (though some people save it for late in the thread, as a sort of reward). If you don’t like the preview that appears when you paste in the URL, you can attach an image. I attached two images: one with the title and one with the abstract. Maybe you have a very pretty image, or a graphic that nicely summarizes your main findings—those would be nice to attach instead. We did not have a graphical abstract yet when I posted this thread, but if I were posting it today I would attach our graphical abstract instead of the images I did attach.

Your first tweet should have some indication that there is a thread attached to it. That indication can be the thread emoji (🧵) or the word thread, perhaps with an arrow (⬇), or it can be a a 1/, or it can be something else.

The first tweet also needs to do the important work of appearing in search results when people look up keywords. Try searching terms related to your work. Look at what results appear on twitter, how many results appear, what kinds of discussions are happening around those terms, and if those discussions involve the audience you are hoping will see your work. In my case, I knew that my twitter thread needed to contain the following keywords:

• COVID-19
• SARS-CoV-2
• Provincetown
• Ptown
• outbreak
• Delta
• vaccinated
• vaxxed
• vaccine
• public health
• symptoms

(I don’t see any reason to use hashtags for these keywords—the terms appear in search results regardless of whether or not they have a hashtag in front of them, and having that many hashtags just seems a bit alarming. But I could be wrong.)

These 11 words account for almost a third of the 35 total words of the tweet. I made sacrifices to ensure that they all appeared. (Vaccinated, for example, is much longer than vaxxed, and Provincetown is much longer than Ptown—but they each produce their own search results and I wanted our paper to appear in all of them.)

If you would like and if it comes naturally, you can also (or alternatively) include in your first tweet some kind of a hook—a funny joke, a cliffhanger, an unanswered question, or content that elicits an emotional response. With a hook people will be more likely to click to read the details, but they are also less likely to walk away understanding your work if they don’t click. If the thing that is important to you is that as many people as possible walk away with some understanding of your work, you probably want to summarize your work in the first tweet. If you would like to connect more deeply with a smaller number of people, rather than shallowly with a large number of people, it might be better to use a hook. (I of course did not do that.)

Finally, I think it is important to include yourself in the work. The science is done by people and people like other people. I start the first tweet with Our and many of my other tweets in the thread start with We. I am a person who likes exclamation marks so I include exclamation marks—because exclamation marks best capture how I feel about this paper.

Things to Know

Here are seven general principles to keep in mind as you draft your twitter thread.

1. I recommend you draft your tweets in Google Docs or similar, and that you get feedback from your co-authors and revise at least once before posting. This thread took me three days with feedback from multiple co-authors: Katie, Bronwyn, Gage, and Pardis all helped me revise this thread and made it much better. (In its original form, it didn’t even have capital letters.)
2. Each tweet should be its own complete thought. If a person retweets one tweet from your thread and not any of the others, its message should be clear. It should not be possible to take any individual tweet out of context to mean something you did not intend.
3. Where possible, and especially when making important points, make your text easier to digest by breaking it into bullet points or breaking it up with vertical whitespace.
4. If you include a url in your tweet, your tweet will have a nice link preview. If you attach any images to your tweet, the link preview will not appear. The link preview in the final, posted tweet will look the same as it looks in the draft tweet before you post.
5. If you end your tweet in a url (if the url is the very, very last thing in your tweet) and you have not attached any images, the url itself will not appear in the tweet when it is posted (but the link preview will).
6. Most people do not click on images. You should size your images so that the preview that people see on twitter looks the same as the image itself. If you are attaching one image, it should be 1500 pixels wide and 850 pixels tall (or scaled with that same aspect ratio). If you are attaching more than one image, all of your images should be square. The final cropping of the images does not always match the preview of your tweet draft, nor is it consistent between devices. If it is important that people see the entire image, including the edges, add some white space all around your image so that the content of the image will still be visible even the edges are slightly cropped. (If you do not have image editing software, you can download and use GIMP for free.) I do not recommend attaching more than two images—the previews will be too small to see without clicking, and most people will not click.
7. Create a secret fake twitter account to test out your tweets before posting them for real. Delete your test tweets immediately. Do test post the actual images you intend to post to make sure they appear as you expect them to appear and are cropped as you expect them to be cropped. Do not link to your work or post any of the actual text you intend to post—not even for a moment. Other than images, replace your actual text with dummy text and your actual urls with dummy urls when you test post. You can also use this account to draft your actual tweets (without posting them) to make sure they fit within the character limit—don’t rely on other applications to count characters; they all seem to count in their own ways.

Step 2: Context, Background, Collaborations

This part is easy. I initially had this tweet closer to the end, but my co-authors encouraged me to move it to the front and I think it is much better here. We start off by acknowledging the organizations involved in this study, because the list was huge. If it were a much smaller study, I might start off by acknowledging the individual authors. It is also helpful to start off with some context—has this work been peer reviewed? Does this work build on previous work? Does this work build on anything familiar to the audience?

If someone has clicked your first tweet to read the thread, they are already in and willing to skim. Your second tweet does not have to be very exciting.

You might notice that while this tweet includes an attractive preview of the link, it does not include the actual url. That is because the url is pasted after the 2/. Because the url is the very last thing in the tweet and there is no image attached to the tweet, the actual url does not appear.

Step 3: Paper Summary

The paper summary will likely be the bulk of your thread. As much as possible, each tweet should include one complete and clear idea and be retweetable on its own. Where relevant, you should include figures from the paper. Try to add some emojis. You can also include links to previous work or work that you use or build on. I start many of these tweets with We.

The order in which ideas appear and the ways you present those ideas might not match their order or presentation in the paper. Your audience on twitter is almost definitely broader than the audience you wrote the paper for, and your language and narrative should adapt. Your focus should be on communicating the findings that are most relevant to this broader audience in a way that is understandable (and not condescending), with minimal jargon. In some cases you might want to delve into more detail, and that’s okay—tweets including jargon should be easy to skim and easy to grasp at least the purpose of without extensive background in your field and should not be necessary for understanding the overall story.

Step 4: Findings Summary

Your paper summary should end in a tweet summarizing the findings that are most relevant to your audience, or most actionable.

Step 5: Your Findings Out in the World

This is the hardest part.

This section is about the role you hope your work will play in the world, and it is a part of your efforts to shape that role. Here, you need to anticipate the ways in which your work could be used to misinform or hurt. You should address possible misinterpretations explicitly and head on. You should provide links to informative content people can engage with to address possible misinterpretations before they arise. Wherever possible, that content should be readable by people outside your field.

If you are less worried about misinterpretation or misuse of your work, you can instead or additionally use this space to explore the life you hope your work will live in the world—how you hope people will use or build on your work, or your own emotional response (if you have one you’d like to share) to your findings.

In either case, it is nice to end with a positive or hopeful feeling before your call to action, because hope is empowering.

Step 6: Key Takeaways/Calls to Action

Finally, at the very end, I have the final takeaways (the third time I am adding takeaways—but that is what this thread is). These takeaways do not relate to the content of the paper itself; instead, they are focused on how I hope the paper’s findings will be useful in the real world. I end by making explicit the calls to action I tried to imply in the first tweet and have been building toward throughout the thread.

Step 7: The End/Thank Yous

This part is fun (and easy). Thank your co-authors—the first and last authors first, if the full author list is very long, and the full author list listed out or in summary. If anyone is on twitter, tag them.

When you are ready to post, use twitter in a web browser on your computer (not the app on your phone) to prepare the thread in advance and then post the entire thread at the same time.

The time you post your thread is important. Don’t tweet when your target audience is having dinner or asleep. I think it’s probably best to time your thread for when your target audience is browsing twitter at work, but there are tons of more informed articles on timing of tweets that you can read instead of using my guesswork.

Finally, the number of people twitter shows your tweet to is determined not only by the number of likes and retweets your tweet gets, but also by the speed at which it gets them. Tell your colleagues and co-authors about your tweet immediately after you tweet it. Hopefully they will engage with it quickly and help it spread.

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That’s all! I hope this guide helps your work reach its audience.

If you would like, you can view (and retweet!) this thread in its home on twitter and read the paper the thread is about. You can also read an article about the power of twitter to disseminate scientific research, which I found on twitter.