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BizReport : Social Marketing : April 07, 2016

What is the ideal length of a social media post?

With attention spans shortening and time being divided between several devices, what is the ideal word count for social media posts? Express Writers has an answer.

by Helen Leggatt

With attention spans now averaging 8 seconds, particularly among younger demographics who now use between three and five different screens, brands and advertisers need to hook and engage attention very quickly if they are to communicate any meaningful message.

With social media environments, replete with different distractions in the forms of varying content such as video and images, content needs to be bite-sized but pack a punch.

Express Writers researched and analyzed social media posts and engagement to come up with what they claim to be the ideal content lengths for various social media.

When posting on Facebook, the ideal character count is actually less than on Twitter, at 40 characters, while the ideal word count on Twitter is 100 of the 140 character allowance. Facebook posts with 40 or less characters generate 86% more engagement than longer posts. On Twitter, "medium length Tweets" (71-100 characters) are Retweeted more often than longer or shorter Tweets.

On Google+ content can be longer with ideal length being 200-440 characters. Furthermore, the ideal headline length on Google+ is 60 characters or less containing 6 or less words.

For B2B companies on LinkedIn the idea word count for a post is 16-25 words, and for B2C companies the count is similar (21-25 words). LinkedIn posts of around 25 words generate the highest numbers of click-throughs.

count.pngWhile short and sweet is key in social environments, blogs are an exception to the rule. Not only are longer blogs more likely to provide quality markers for better search engine rankings, but Express Writers found that the ideal reading time for a blog post is 7 minutes which equates to roughly 1,600 words.

Image via Shutterstock

Tags: marketing, research, social media, word count

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