Creators
How Geoff Keighley writes on X: 3 posts, and what they have in common
Geoff Keighley (@geoffkeighley) has 3 posts in the library with 80.1K likes between them. What they write about, how they open, and the posts that did the most — read from the posts themselves.
Geoff Keighley (@geoffkeighley) has 3 posts in the library. Between them they drew 80,063 likes; the typical one reaches 15,417, and the biggest reached 56,758. Most of that work is about Founder, Career and AI. This is what the posts themselves say about how they write — not a profile, a pattern.
What they write about
- Founder — 1 of 3 posts (33%)
- Career — 1 of 3 posts (33%)
- AI — 1 of 3 posts (33%)
Two or three subjects rather than one: a reader who follows for the first gets the others, which is how a niche account becomes a general one.
How they open
- 100% of posts open with an observation
Half or more of their posts open the same way — an observation. That is a signature, and it is worth reading the three below with that in mind: the move is the same, the subject changes.
I cannot believe I am writing this.
Xbox has announced its new strategy.
What I hope isn’t lost in today’s news about Xbox is Phil Spencer’s incredible career in gaming.
The posts that did the most
- @geoffkeighley — “I cannot believe I am writing this.” — 56,758 likes · open
Why it worked: Opens with a short, self-contained line that is easy to take in at a glance.
- @geoffkeighley — “Xbox has announced its new strategy.” — 15,417 likes · open
Why it worked: Opens with a short, self-contained line that is easy to take in at a glance.
- @geoffkeighley — “What I hope isn’t lost in today’s news about Xbox is Phil Spencer’s incredible career in gaming.” — 7,888 likes · open
Why it worked: Written from experience rather than as advice, which is harder to argue with.
What to borrow
Nothing of theirs — not a phrase, not a number, not a fact. What carries over is the shape.
- From the 56,758-like post: Preserve the Hook → Landing structure and the plain observation opening.
- From the 15,417-like post: Preserve the Hook → Context → Context → List structure and the plain observation opening.
- From the 7,888-like post: Preserve the Hook → Landing structure and the plain observation opening.
The structure the analysis reads most often across their best work is Hook → Landing — 2 of the top 3 follow it.
Start here
- Every post of theirs in the library — sortable by likes, replies or date, with the mechanics on each.
- Remix their style — their five strongest posts as sources, your product as the subject. The words will be yours; the moves will be theirs.
- Save the ones that match your taste to a board, and the board's remixes will lean their way.