Building “Highlights” on X: How to Choose, Organize and Optimize Your Featured Posts
A free guide for entrepreneurs, small businesses and creators.
Follow-up to the article: Optimizing an X (Twitter) Account for a Media Brand, Small Business or Creator — Free Edition.
Hello,
Even though the Highlights feature on X is now reserved for Premium accounts, it is still entirely possible to recreate a similar effect… for free.
In this article, you will learn:
how to choose the right content to feature
how to structure your pinned or highlighted posts
how to organize your ideas effectively
who actually looks at your highlighted posts
whether you should use a professional or spontaneous tone
and how to design consistent visuals for your own highlights.
This method works perfectly for startups, entrepreneurs, creators and small businesses.
Enjoy your reading, Marketers.
MusicScore: The editor was listening to this while preparing the article: Moby with Gwen Stefani - Southside.
Why Create Highlights on X — Even Without Paying?
On X, first impressions happen in three seconds. Your most important posts must be visible immediately. Even without the Premium feature, you can recreate the effect by using:
the pinned post (still free)
a coherent series of posts
a thematic thread posted in sequence
a custom list (e.g., “About,” “Services,” “Articles”)
a tweet with a clean visual or carousel
The goal is simple: to create a permanent showcase for your business at the top of your profile.
What Type of Content Should You Feature in Your Highlights?
Here are the most effective categories an entrepreneur should highlight:
About Your Business. A clear, concise introduction (bilingual if necessary).
Your Main Product or Service. A simple description: for whom, why, and what benefits.
Your Recurring Content. Columns, monthly articles, podcasts, videos, tutorials.
Your Magazine or Regular Publication. The equivalent of Le Mensuel / The Monthly Ticket for W+M.
Your Media Kit or Key Metrics. Numbers create instant credibility.
Your Shop or Advertising Services. An essential section for converting visitors.
Together, these six elements form the digital business card of your X profile.
How to Organize Your Ideas: The W+M Method
To structure your highlights, use the following order:
✔ 1. The Foundations: “Who we are,” “What we offer.”
✔ 2. Recurring Content: showing consistency and expertise.
✔ 3. Social Proof or Metrics: reach, engagement, statistics.
✔ 4. Conversion Links: shop, booking, contact form.
✔ 5. Visual Consistency: same tone, same style, same branding.
This sequence is the most effective for turning occasional visitors into followers — or clients.
Who Looks at Your Highlights?
Featured posts attract the people who matter most for your professional presence on X.
First, there are new visitors, discovering your profile for the first time. Their impression forms within seconds: if they quickly understand who you are and what you offer, they stay. Otherwise, they leave immediately.
Next come potential clients. They look for clear signals: your offer, your credibility, your seriousness. Well-structured highlights help them confirm that you are a reliable resource.
Finally, partners and media professionals also review highlights to assess your positioning, your communication style, and the consistency of your messaging. They want to understand instantly how you present yourself and whether your image aligns with their standards.
In short, your highlights are viewed by people who make decisions. This is why adopting a professional, clear and consistent tone is essential.
Professional Tone or Spontaneous Tone?
The question of tone on X comes up often — and the answer is straightforward.
Your featured posts — highlights, pinned tweets, or any content that represents your activity — should adopt a professional, precise and structured tone. These are your storefront: the first impression you give to visitors, potential clients and partners.
Your daily posts, however, can be more spontaneous and natural. This is where your personality can emerge: reflections, inspiration, behind-the-scenes moments, measured humor or personal insights. This human dimension creates proximity and makes your presence more authentic.
By combining both approaches, you build a balanced presence: a clear, credible and professional upper section of your profile, and a lively, warm and authentic daily feed.
This coherence strengthens your image and builds trust.
#webDesign
A Real Example: The Six W+M Publications
W+M published six consistent posts to simulate a highlight gallery. Here is the logic behind the series:
About W+M Studio
The Monthly Ticket / Le Mensuel
#itSAMarketingThing
Media Kit 2026
W+M Blog
Advertising / Media Boutique
Together, these posts create a complete showcase of the business, following a logical order: introduction, content, credibility, then conversion.
Design: Why These Six Images Were Created for W+M’s Highlights
An effective highlight relies on both text and design. The six visuals created for W+M follow clear and strategic principles.
1. A Consistent Visual Identity
Each image uses:
the official W+M palette
large, readable typography
a centered title
a colored bar echoing W+M’s visual signature
a horizontal layout optimized for 1200 × 630
Together, the visuals form a unified collection.
2. A Message Delivered in Three Seconds
Each visual includes:
a clear title
a minimal descriptive sentence
subtle but present branding
This instant readability is crucial on X.
3. Optimized Format for Twitter/X
The 1200 × 675 ratio ensures:
clean display on mobile
no text cropping
strong readability in reduced preview
It is the ideal format for highlight visuals.
4. One Visual = One Marketing Function
Each image represents a core building block of the W+M ecosystem:
W+M Studio = Identity
The Monthly Ticket = Editorial product
#itSAMarketingThing = Recurring column
Media Kit = Credibility and metrics
W+M Blog = Knowledge base
Advertising = Conversion
Together, they tell the complete story of the brand.
5. Minimalism and Professionalism
The visuals rely on:
clean backgrounds
limited distractions
strong typography
a uniform style
The result: a clear, polished and professional visual identity.
Conclusion
Even without a Premium subscription, it is entirely possible to build a professional and coherent presence on X.
By using:
a pinned post
a coherent series of publications
a harmonized visual design
strategically organized messaging
a clear, professional tone
…you can build an effective digital showcase that inspires confidence and attracts new followers and clients.
Thank you for reading,
See you on the Blog.
Jeff Maheux, Editor W+M.
Cr images: Production Services W+M.
Websites - creation, management and design
I edit the content of existing sites via CMS in addition to creating sites with WordPress and Squarespace. I have been producing website content as a webmaster since 1998.
I help companies get their first website up and I improve the performance of existing sites.
Yes, I’m Mr. Analytics and my reaction time to new digital marketing is daily, which allows my clients to have optional and trend-cutting tools.
Follow the content of the marketing blog and participate in the articles by commenting, with respect, on the content of the site, intended for Quebec companies operating in the digital market.
Jeff, A W+M Agent.
Learn how to structure your presence on X with professional Highlights: choosing the right content, organizing your featured posts, and designing a clear visual identity.