CASE: same content as a 9-tweet thread vs one long post

CASE: same content as a 9-tweet thread vs one long post
A growth account ran the exact words both ways, alternating weekly for two months.
— Threads: higher total impressions (sum across tweets) but ~40% lower completion past tweet 3.
— Single long-form posts: ~2.3x the average dwell time and 1.8x the bookmarks.
Label: Rumored (one account, evergreen pattern).
What it means for your reach: since dwell time and bookmarks both feed ranking, long-form often wins on the signals that actually compound — while threads win the vanity impression count. Pick the format by which signal you're optimizing, not by habit.