Here’s what the auto-preview looks like (this is just a test from my own account):
And here’s the manually published image:
Notice the difference? No? Look closely: The latter allows you to use the article’s headline without redundancy.
By contrast, look again at the first tweet, and you’ll see that it includes three mentions of the exact same headline. That’s just sloppy.
To be sure, there are a couple of caveats.
1. As I’ve observed before, the sharpest publishers on Twitter don’t simply repeat the headline. Instead, they write custom tweets tailored to each article.
Of course, that’s not always possible, or even ideal. Sometimes the headline is perfect as is, and sometimes you don’t have time to rewrite everything.
2. The second tweet suffers from poor UX, or user-experience design. Look again at the first tweet. Here, auto-preview renders a large segment of the overall message clickable — everything from the top of the image down to the domain (“slate.com”) at the bottom.
By contrast, with the second tweet, you get only a few characters — the blue hyperlink (“slate.me/2mManJf”) — to click.
What do you think? Which is better?