1. Low friction: friction is the amount of mental processing time it takes to understand what your tweet is about. It’s a measure of how hard readers have to work to get to the value – the useful tip, link, facts, how-to etc. Friction causes reader resistance and must be kept as low as possible.
2. High value: value is the usefulness of the information in the tweet; how desirable it is to the reader; how much it helps them. Value causes reader attraction and must be kept as high as possible.