The Optimal Length for Social Media and Web Content

As marketers, we are constantly attempting to find the best way to optimize our communications. We often understand that longer online content and social media posts can deter our consumers from engaging with our brand.

Thankfully, SumAll created an infographic that provides best case recommendations for the optimal length for social media and web content.

The Optimal Length for Social Media and Web Content

THE IDEAL CHARACTER COUNT

  • Twitter – Tweets shorter 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.
  • Google Plus – If your Google+ headline can’t be contained in one line, your first sentence must be a gripping teaser to get people to read more.
  • Paragraphs – Opening paragraphs with larger fonts and fewer characters per line make it easier for the reader to focus and jump quickly from one line to the next.
  • Domain Names – The best domain names are short, easy to remember and spell, don’t contain hyphens or numbers, and have a .com extension.
  • Hashtags – Don’t use spaces or special characters, don’t start with or only use numbers, and be careful with using slang.
  • E-Mail Subjects – Subject lines containing 28-39 characters get an open rate of 12.2% and click rate of 4% on average.
  • Title Tags – Make sure your title doesn’t exceed 60 characters or it will get shortened with an ellipsis.

THE IDEAL WORD COUNT

  • Blog Headlines – Only the first 3 words and the last 3 words of a headline tend to be read. Rather than worrying about length, you should focus on making every word count.
  • LinkedIn Posts – If you’re marketing to businesses, write a 16-25 word posts. If you’re marketing to consumers, a 21-25 word posts would get the most shares.
  • Blog Posts – Overall, 74% of posts that are read are under 3 minutes long and 94% are under 6 minutes long.

THE IDEAL NUMBER OF MINUTES

  • YouTube – The most popular videos are pretty short. After analyzing the length of the top 50 YouTube videos, the average length was 2 minutes 54 seconds.
  • Podcasts – The average Podcast listener stays connected for 22 minutes on average. Studies show students zone out after 15-20 minutes of lecture time. After 20minutes attention and retention rates crash.
  • TED Talk – All TED Talk presenters are required to come in under the 18-minute mark based on studies on people’s attention spans. Putting a time limit forces people to be more concise in what they want to say as well as increases chances of vitality.
  • Slideshare – If you’re following the rules of good presentation design, you’re creating an in-depth presentation with an ideal number of about 61 slides.

Infographic

social-media-length-infographic

 

Has any of these recommendations worked for you? Which ones have you tested? 


  • Sometimes, more is less. What an amazing resource. I have always tried to squeeze out every character on Twitter, but this seems to provide less than optimal results. Now, I can save a lot of time when trying to boost my social media efforts.

    • Indeed! I’m glad this infographic helped. Thanks for commenting.

  • Sometimes, more is less. What an amazing resource. I have always tried to squeeze out every character on Twitter, but this seems to provide less than optimal results. Now, I can save a lot of time when trying to boost my social media efforts.

    • Indeed! I’m glad this infographic helped. Thanks for commenting.

  • Hi, How did you find this infographic? By Twitter or directly on their blog? Just mere curiosity. Thanks!

  • Hi, How did you find this infographic? By Twitter or directly on their blog? Just mere curiosity. Thanks!

  • This is great stuff! Things I have always suspected but had no hard data to back up. Now I have something to go to clients with when they want to break the rules 🙂 Thanks for sharing!

    • Hi Linsay. I’m glad this infographic will help with clients. Thanks for commenting!

  • This is great stuff! Things I have always suspected but had no hard data to back up. Now I have something to go to clients with when they want to break the rules 🙂 Thanks for sharing!

    • Hi Linsay. I’m glad this infographic will help with clients. Thanks for commenting!

  • Keith B Dixon

    Thanks Juntae for the work and research you put into your post. Your blog is a beacon for my social media content. This post is spot on.

  • Keith B Dixon

    Thanks Juntae for the work and research you put into your post. Your blog is a beacon for my social media content. This post is spot on.

  • David Pepper

    great content is more important than run time. Thanks Juntae. – 2

    • Indeed David. Please elaborate…

      • David Pepper

        Short shareable video will remains ideal for promotion. But as long form programming on digital continues to increase in popularity there will be continued convergence across platforms. The story and production values will eliminate the discussion of optimal length for social and web content.

        • You’re spot on. I wonder if this occurrence will change as users begin wanting short form text content on digital platforms. Perhaps this is a testament to dynamic user behaviors. Or algorithm chances on social networks which choose what content users see in the first place. Just a thought. Thanks for your reply.

          • David Pepper

            Algorithms dictating what users see makes it very difficult to determine best practices that reflect user preferences. Thanks for providing the great #social content!

  • David Pepper

    great content is more important than run time. Thanks Juntae. – 2

    • Indeed David. Please elaborate…

      • David Pepper

        Short shareable video will remains ideal for promotion. But as long form programming on digital continues to increase in popularity there will be continued convergence across platforms. The story and production values will eliminate the discussion of optimal length for social and web content.

        • You’re spot on. I wonder if this occurrence will change as users begin wanting short form text content on digital platforms. Perhaps this is a testament to dynamic user behaviors. Or algorithm chances on social networks which choose what content users see in the first place. Just a thought. Thanks for your reply.

          • David Pepper

            Algorithms dictating what users see makes it very difficult to determine best practices that reflect user preferences. Thanks for providing the great #social content!

  • Eighties Dude

    Great article. Does the lenght of YouTube videos pertain only to marketing content? I wonder if that point applies to all videos? I only question because look up the gamers, Epic Meal Time, College Humor type videos. Those will go 5 minutes to longer, sometimes even reaching 20 minutes. And it doesn’t slow down their view counts.

    • It absolutely does! Those channels have devout followers who are accustom to that channel’s content. They accept longer content because they expect it. Thanks for commenting.

  • Eighties Dude

    Great article. Does the lenght of YouTube videos pertain only to marketing content? I wonder if that point applies to all videos? I only question because look up the gamers, Epic Meal Time, College Humor type videos. Those will go 5 minutes to longer, sometimes even reaching 20 minutes. And it doesn’t slow down their view counts.

    • It absolutely does! Those channels have devout followers who are accustom to that channel’s content. They accept longer content because they expect it. Thanks for commenting.

  • Great point! Thanks for commenting.

  • Great point! Thanks for commenting.

  • COA

    Good points. I find it’s a rule of thumb though, and depends on tailoring it to suit various customer types. 50 min podcasts are fine, if the topic and presenters are interesting enough.

  • COA

    Good points. I find it’s a rule of thumb though, and depends on tailoring it to suit various customer types. 50 min podcasts are fine, if the topic and presenters are interesting enough.

  • Really enjoyed the information on this article by Juntae. This information is helpful for me as I just started my business. I really liked how he was able to provide stats that lead to more success. Once again fantastic job on the research and delivering it in a way that is easy for anyone to understand.

  • Really enjoyed the information on this article by Juntae. This information is helpful for me as I just started my business. I really liked how he was able to provide stats that lead to more success. Once again fantastic job on the research and delivering it in a way that is easy for anyone to understand.

  • Interesting post Juntane. Really love how you’ve illustrated all the stats and figures. This post is going to be really resourceful for us at devContact (www.devcontact.com), since we’re currently working on social networking platforms to introduce our solution. Thumbs up! 🙂

  • Interesting post Juntane. Really love how you’ve illustrated all the stats and figures. This post is going to be really resourceful for us at devContact (www.devcontact.com), since we’re currently working on social networking platforms to introduce our solution. Thumbs up! 🙂

  • how long for a LinkedIn article?