Fail Burger King UK · 2021
Burger King buries the punchline
What happened
On International Women's Day, Burger King UK tweeted 'Women belong in the kitchen.' The follow-up tweets explained it was about the shortage of female chefs and announced a culinary scholarship. The first tweet was deleted and the brand apologised.
What went wrong
A thread is not a unit of consumption. The first line travelled alone, as first lines do, and the sincere programme underneath it never reached the people who saw it.
The rule
If the hook only works with the reply attached, it does not work. On awareness days the audience is already primed to screenshot.
Takeaway
Write for the screenshot, not for the thread.