Straight answer: Twitter Moments, the curated story feature brands used to build around events and launches, no longer exists as a creation tool on X. Every "top tips" list you've found on this topic is either years old or written by someone who never checked. What still works is the same underlying idea, curated, ordered storytelling for your brand, but you now build it through pinned tweets, threads, Lists and X Communities instead.
What a Twitter Moment Was
Before I get into what's replaced it, let me explain what a Moment was for anyone who joined the platform after 2022 and has never seen one. A Moment was a curated collection of tweets, your own or other people's, packaged together under a title, a cover image and a short description. You'd click on it and scroll through a mini story rather than a single tweet.
Brands loved it because it solved a real problem. A single tweet has a shelf life of about 18 to 24 minutes before engagement drops off a cliff. A Moment let you package a whole event, a product launch, a live conference, a crisis response, into one link you could pin, share in an email, or drop into a press release. It gave scattered tweets a shape.
I built one for a client running a two day industry conference back in 2019. We pulled together 34 tweets from speakers, delegates and the client's own account, added a cover shot of the main stage, and pinned it to the top of the profile. That single Moment pulled roughly 40,000 views across the following week, more than any individual tweet from the event got on its own. It was useful for turning a messy live-tweeting effort into something a journalist or a prospect could sit down and read in three minutes.
The Bit Nobody Updates Their Old Blog Posts About
Here's what most "top tips for creating a Twitter Moment" articles won't tell you, mostly because they were written in 2018 and never touched again: you cannot create a new Moment on X anymore. Twitter quietly pulled the compose button for ordinary accounts around mid-2022, kept old Moments viewable for a while, and by the time the rebrand to X happened in 2023, the whole feature had been retired. If you go looking for the option in your dashboard today, it isn't there.
I watched this happen in real time with client accounts. One month the "Create Moment" option was sitting quietly under the compose menu, unused for a year because we'd moved on to threads, and the next month it had simply vanished. Nobody at Twitter announced it with fanfare, it just quietly stopped being an option, which tells you a lot about how much the platform's own team valued it by the end. According to Wikipedia's overview of the platform's history, Moments was one of several features cut as the company narrowed its focus after the 2022 acquisition and rebrand.
So if a marketing course or a listicle is still promising you "5 tips for the perfect Twitter Moment," treat that as a signal the content hasn't been reviewed in years. It's not malicious, it's just neglect, but it wastes your time if you go hunting for a button that isn't there. That's the uncomfortable bit most of these guides skip past: the tips aren't wrong because they're bad tips, they're wrong because the tool they describe doesn't exist.
What to Build Instead on X in 2026
The instinct behind Moments, curate and package rather than fire off isolated tweets, is still completely sound. You just need different mechanics now. Here's what I use with clients instead, roughly in order of how often I reach for each one.
1. The pinned tweet as a mini landing page
Your pinned tweet is the closest living relative to a Moment cover. It's the first thing anyone sees when they land on your profile, so it should never be whatever you happened to post most recently. I tell clients to treat it like a shop window: a launch announcement, a client result with a real number in it, or a thread that summarises who you are and what you sell. Change it when the priority changes, not on a schedule.
2. Threads as the storytelling engine
A well built thread does what a Moment used to do, it takes a reader from a hook through a sequence of points to a conclusion, all in one place, all scrollable. The difference is you're writing it in one sitting rather than curating scattered tweets after the fact. Open with a specific number or a claim people will want to verify, not a vague statement. "We tested 40 subject lines across three client accounts, here's what won" beats "Some thoughts on email marketing" every time.
3. Lists as public curation
Lists let you group accounts, your team, your customers, industry voices, into a named, shareable collection that anyone can follow. It's not identical to a Moment but it does the same underlying job of saying "here is a curated set of voices worth your attention," and it's evergreen rather than a one off post.
4. Communities for ongoing conversation
X Communities work well if you've got a engaged niche audience, think a specific software category or a professional trade group, and want a persistent space rather than a single curated moment in time. They take real moderation effort though, so don't start one unless you'll show up in it three times a week.
5. X Articles for the long form version
If you have Premium or Premium+ access, X Articles let you publish long form pieces directly on the platform, formatted with headers and images, which is the nearest thing to what a Moment tried to do but with far more control. This is where I'd put a detailed launch story or a post mortem, the kind of content that used to live in a Moment description box.
A Step by Step Way to Replace a Moment for a Launch
When a client asks me to "do the Twitter Moment thing" for a product launch now, this is the sequence I run:
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- Write the thread first, seven to ten tweets, one clear idea per tweet, before the launch day arrives, so it's not being written under pressure.
- Draft the opening tweet last. It needs a number, a name, or a bold claim, because that's the only line most people will ever see.
- Build or update your header image and pinned tweet the morning of launch so anyone landing cold on your profile understands the news within five seconds.
- Reply to your own thread with a link to the fuller write-up, a landing page or an X Article, rather than cramming everything into the tweets themselves.
- Pin the thread, not a single tweet, for the following seven to ten days, then swap it once the initial spike has passed.
- Screenshot your best individual tweet from the thread and repost it standalone three or four days later, because most of your audience won't see day one content by day four.
That last step is the one people forget most. A thread isn't a one-and-done post, it's a well of content you can re-mine for the following week.
Where This Sits in a Wider Content Strategy
None of this works in isolation from the rest of your marketing, and I'd argue that's the bigger lesson buried in the death of Moments: platform-specific features come and go, but the underlying skill of packaging your best material clearly doesn't. I cover this more broadly in my piece on what moves the needle on social media in 2026, and the short version is that the platforms will keep changing their toolset under you, so the strategy has to sit above the tool, not inside it.
The same curation instinct pays off outside of X too. When I talk about guest posting for SEO, the biggest win is often repurposing a thread you already wrote into a fuller article somewhere with more authority, rather than treating each platform as a fresh blank page. Your best X thread is very often your worst-used blog post idea, sitting there unfinished.
I talked about a version of this on the OneShot Podcast episode about being an accidental entrepreneur, where I admitted that most of my early growth online came from stubbornly showing up and packaging what I already knew, not from chasing whatever the newest feature was. Moments were never the reason anyone built an audience, they were a convenient shelf, and shelves get replaced.
If your brand is trying to sell through social rather than just be present on it, the packaging matters even more. In the digital selling webinar I ran for Simplilearn, I made the point that a prospect scrolling your profile decides whether you're worth a reply within seconds, which is exactly why your pinned content, whatever format the platform allows this year, carries more weight than any individual post you'll write.
Common Mistakes Brands Still Make
- Asking a junior team member to "build a Twitter Moment" without checking whether the feature still exists, wasting a morning hunting for a button that's gone.
- Pinning a generic company statement instead of a specific, dated piece of proof, a result, a launch, a number.
- Writing threads with ten tweets that all say roughly the same thing in different words, rather than ten tweets that each add something new.
- Ignoring the profile header and bio while obsessing over individual tweets, when the header is doing the same curation job a Moment cover image used to do.
- Never updating the pinned content, so a visitor in month six is still seeing a launch announcement from month one.
Brand visuals matter more here than most people admit. A clean, consistent header and profile image do a lot of the credibility work that a well designed Moment cover used to do, which is one reason I still point smaller clients toward tools like the ones covered in how to design a proper logo and build out your brand identity before they start pushing hard on content. A brilliant thread pinned under a blurry, mismatched logo undercuts itself before anyone reads a word.
The One Thing Worth Remembering
Platforms retire features constantly, and the marketing industry is slow to notice because old content keeps ranking on autopilot long after the tool it describes is gone. Twitter Moments is a small, harmless example of that pattern, but it's not the last one you'll run into. Before you build a strategy around a specific button, check the button still exists. Then build the strategy around the underlying job, curated storytelling, that button was doing, because that job never goes away even when the tool does.
Frequently asked questions
Can brands still create Twitter Moments on X in 2026?
No. The compose option for Moments was removed for standard accounts around 2022, and the feature was fully retired by the time Twitter rebranded to X in 2023, so there's no way to build a new one on the platform today.
What replaced Twitter Moments for brand storytelling?
Pinned tweets, well structured threads, public Lists, X Communities and X Articles for Premium subscribers now cover the same ground Moments used to, packaging scattered content into one curated, ordered piece.
Is it still possible to view old Twitter Moments that were made before the feature was retired?
In most cases no, old Moment links now return an error or a blank page, which is another reason relying on the feature for anything long-term was always a risk even while it existed.
What's the fastest way to replicate a Moment's effect for a product launch today?
Write a seven to ten tweet thread ahead of launch day, pin it rather than a single tweet, update your header image to match, and reply to the thread with a link to a fuller write-up rather than cramming everything into the tweets themselves.
