The Optimal Length for Social Media & Web Content

Digital Marketing Consultant

As marketers, we are continuously striving to find the best way to optimize our communications (both offline and online). We also know that that longer online content and social media posts can dissuade our consumers from engaging with our brand.

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I still refer to this post by SumAll (posted October 2014) which provides best case recommendations for the optimal length for social media and web content.

Key Take Aways

Character Count

  • Twitter – Tweets less than 100 characters have a 17% higher engagement rate.
  • Facebook – Posts with 40 characters receive 86% more engagement than posts with a higher character count.
  • Paragraphs – Opening paragraphs which have larger fonts and fewer characters per line make it simpler for the reader to focus and quickly move from one line to the next.
  • Domain Names – The best domain names are short, easy to remember and spell. Stay away from hyphens or numbers, and use the best TLD for your territory. Refrain from overusing keyword rich domains for example keywordinarea.co.za that don’t have an impact in SEO (myth)
  • Hashtags – Avoid using spaces or special characters, Avoid starting with or only use numbers, and be careful with using slang.
  • E-Mail Subjects – Subject lines which have 28-39 characters get an open rate of 12.2% and CTR of 4% on average.
  • Title Tags – Make sure your title doesn’t exceed 60 characters or it will get shortened with ugly ellipsis that decrease CTRs.
  • Google Plus – If your Google+ headline can’t be contained in one line, your first sentence must be a mesmerising teaser to get people to read more.

Here is the infographic

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