Thread

Thread (from the English thread - thread) is a chain of related posts, united by a topic or answer mechanics. On Twitter/X, a thread is formed when the author replies to his own tweet several times in a row, expanding on the topic sequentially. In Telegram, a “thread” is either a chain of posts in a channel with navigation, or a discussion thread in the comments.

A thread as a content format works according to the principle of a series: the first post is a hook, each subsequent post is a development, and the last one is a conclusion or CTA. For Twitter/X, this is the main format for promoting expertise: the algorithm takes into account interaction with each tweet of a thread as separate signals, which increases the total reach.

In Telegram, the “thread” format is implemented in different ways. The first method is a series of posts in a row with numbering (1/5, 2/5...) and a “next” button. The second is forwarding to a thematic chat with comments. The third is to use the Topics function in supergroups, where each topic is a separate thread. For information channels, a thread of 5–7 posts gives an ERR 20–40% higher than a single post, because each click through the chain counts as engagement.

Almost a thread is a good way to “repackage” a long longread into a format convenient for mobile reading. Dividing an article into 6-8 abstract posts with one thought in each is easier to perceive than reading the body of text. In Telegram, this works especially well for educational content.