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Updated 12 Dec 2015

How Long Should Your Posts Be?

It seems strange to contemplate an optimal length for a tweet when we only have 140 characters to play with in the first place, but that is exactly what we are going to do. There is some research that shows that slightly shorter tweets can get higher engagement.
Buffer produced a summary of these numbers back in 2014. They identify an optimal length for posts that will lead to higher retweets, shares, likes and comments. These numbers are most relevent when looking at 'headline' type tweets. I don't think they are very relevent with media tweets these days, or with tweets that have cards embedded. It's important to note that these gains are marginal, but when combined with other improvements - such as better scheduling, hashtags, media, and repeating - they can improve your results slightly.
Most of these lengths make sense, as they tend to result in better appearance in feeds, minimise truncation and wrapping, and leave space for adding comments to retweets. As always, use these numbers as a starting point, then find your own best numbers.
In summary:
- Twitter: 71 - 100 characters
- Facebook: 40 characters
- Google+: 60 characters
- LinkedIn: 20 - 25 words

How Long Should Your Posts Be?
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