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


  • 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.


  • 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.


  • 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.




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