Want to increase engagement? Keep it short! (The ideal length for every platform)

One of the common questions asked by clients is about the ideal size for updates on Social Media. Be it a Facebook Post, a Tweet or a Youtube video. The question is related to ideal size to gain the highest interaction & in most cases I tell them ‘shorter the better’.

But then again most clients being clients want to add everything in detail about the brand. Whether it’s the product description or services with maximum details in every ad. Some believe that having an interesting copy that has quotes and has been weaved in to the brand actually drives higher engagement. Some simply can’t believe that writing a short update is what actually drives more eyeballs & engagement. Some brands believe that by allowing their agencies to write shorter updates they feel they are paying higher & getting a lower bang for the buck in terms of content creation. There are others who feels that uploading photos without adding a text on them make the job easy for agencies. Some brands simply can’t think of their agencies to write one-liners & upload photos instead of creatives as they feel they could have done it themselves. The worst are those who do it knowingly just to ensure their agency is overburdened.

At this stage, what most brands require is proof & thanks to SumAll Analytics team along with Buffer for providing it.

Here are a few highlights

  • Tweets shorter than 100 characters have 17% higher engagement
  • Posts with 40 characters receive 86% more engagement than posts with a higher character count
  • 2 Minutes and 54 seconds is the average length of the Top 50 Youtube videos in the world
  • Subject lines in emails containing 29 -38 characters get an open rate of 12.2% & and a click rate of 4% on average
  • Ideal character count for a domain is 8, doesn’t include hyphens, is easy to remember and ends with a (dot) com.





Aniketh is a Digital Marketer. After co-founding the Digital Division at Beehive Communication (Now a part of Publicis) he moved over to Cogmat to build a Digital team where he served as Head of Operations for 3 years. In 2014, he set up Mindstorm - A Hybrid Digital Marketing Agency with an ambition to challenge convention & set new standards for the Digital Industry. He recently set a new goal for Aniketh.com so as to create a new breed of Next Generation Hybrid Marketers.

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