Every so often when I’m tweeting or emailing, I’ll think: Should I really be writing so much?
Curious, I dug around and found some answers for the ideal lengths of tweets and titles and everything in between. Many of these could have been answered with “it depends,” but where’s the fun in that?
Solid research exists to show the value of writing, tweeting, and posting at certain lengths. We can learn a lot from
scientific social media guidelines like these. Here’s the best of what I found.
The ideal length of a tweet is 100 characters
Twitter’s best practices reference research by Buddy Media about tweet length:
100 characters is the engagement sweet spot for a tweet.
Creativity loves constraints and simplicity is at our core. Tweets are limited to 140 characters so they can be consumed easily anywhere, even via mobile text messages. There’s no magical length for a Tweet, but a recent report by Buddy Media revealed that Tweets shorter than 100 characters get a 17% higher engagement rate.
Their analysis saw a spike in retweets among those in the 71-100 character range—so-called “medium” length tweets. These medium tweets have enough characters for the original poster to say something of value and for the person retweeting to add commentary as well.
The ideal length of a Facebook post is less than 40 characters
Forty characters is not much at all. (The sentence I just wrote is 35 characters.)
But
40 is the magic number that Jeff Bullas found was most effective in his study of retail brands on Facebook. He measured engagement of posts, defined by “like” rate and comment rate, and the ultra-short
40-character posts received 86 percent higher engagement than others.
The 40-character group also represented the smallest statistical set in the study (only 5 percent of all posts qualified at this length), so best practices on Facebook also include the next most popular set: Posts with 80 characters or fewer received 66 percent higher engagement.
The ideal length of a Google+ headline is less than 60 characters
Here is an example of what we mean. The post below had a headline exceeding 60 characters and got bumped.
This post kept the title within 60 characters and stayed on one line.
Demian’s advice goes even deeper. If your Google+ headline simply can’t be contained in one line, then you can turn to Plan B.
Write a superb first sentence.
In the last update, Google changed the layout of posts so that you only see three lines of the original post before you see “Read more” link. In other words, your first sentence has to be a gripping teaser to get people to click “Read More.”
Here is Demian’s killer example:
In terms of overall post length, Google+ posts average 156 characters,
according to Qunitly Research. Digging further, Quintly found the largest spike in engagement at posts of 5 characters in length and the second-highest spike in posts of 442 characters. Takeaway: You can write a lot longer on Google+ and still find great results.
The ideal length of a headline is 6 words
How much of the headline for this story did you read before you clicked?
Writing for KISSmetrics, headline expert Bnonn cites usability research revealing we don’t only scan body copy, we also scan headlines. As such, we tend to absorb only the first three words and the last three words of a headline. If you want to maximize the chance that your entire headline gets read, keep your headline to six words.
Of course, six-word headlines are rare (and hard to write!). If you can’t cut your title down to six words, you can still be aware of how your headline might be read, and you can adjust accordingly. As the KISSmetrics post says:
Of course, that’s seldom enough to tilt the specificity-meter into the red. And I have it on good authority that some of the highest-converting headlines on the web are as long as 30 words. As a rule, if it won’t fit in a tweet it’s too long. But let me suggest that rather than worrying about length you should worry about making every word count. Especially the first and last 3.
The ideal length of a blog post is 7 minutes, 1,600 words
When measuring the content that performs best on their site,
Medium focuses not on clicks but on attention. How long do readers stick with an article?
To arrive at this number, Medium measured the average total seconds spent on each post and compared this to the post length. All Medium posts are marked with a time signature for how long the read should be.
After adjusting their analysis for a glut of shorter posts (overall, 74% of posts are under 3 minutes long and 94% are under 6 minutes long), they came to their conclusion:
And there we have it: the average total seconds rises for longer posts, peaks at 7 minutes, and then declines.
And in terms of word count, a 7-minute read comes in around 1,600 words.
(A photo-heavy post could bring the average down closer to 1,000. Medium’s seven-minute story on ideal post length was filled with images and graphs and contained 980 words.)
Of course, as with any of these ideal lengths, the answers you find here could very well be taken as “it depends,” since research varies from site to site.
What it does mean is that it’s worth writing however much you really need. Don’t feel constrained by presumed short attention spans. If you put in the effort, so will your audience.
The ideal width of a paragraph is 40-55 characters
- Content width can give the appearance of simplicity or complexity
- Content width is key to maximizing reader comprehension
The ideal paragraph length, in this sense, would appear simple to the reader and allow for easy reading. Halpern believes he found the window where this happens.
The problem is, to ensure maximum comprehension and the appearance of simplicity, the perfect line length ranges between 40 and 55 characters per line, or in other words, a content column that varies between 250-350 pixels wide (it depends on font size and choice).
Forty and 55 characters per line means about 8 to 11 words. If you’re viewing the Buffer blog in a desktop browser, you’re likely seeing up to 20 characters per line. Whoops!
You may have noticed many sites online that have a different font for their lead paragraph than they do for the remainder of their text. Would you believe there is psychology at play here?
(Reuters) - Canadian police have arrested a 19-year-old man and charged him in connection with exploiting the "Heartbleed" bug to steal taxpayer data from a government website, the Royal Canadian Mounted Police (RCMP) said on Wednesday.
