The Optimal Length for Social Media Posts

Posted by: Cody Sanger in: Digital/Social -

As a full-service public relations and digital agency, our clients turn to us to understand digital marketing best practices, including how long social media posts should be, for their brands.

We all know Twitter has a limit of 140 characters, but what about Facebook? Should we write a novel simply because Facebook allows users to include up to 63,206 characters per post? And what about the newly rebranded Instagram? Do we even really need a caption when our image is amazing? (Spoiler: You do.)

While the answer to most everything in this world is situational, there are some best practices to help solve post length dilemmas:
Instagram: While posts can be 2,200 characters long, users should understand that with this visual platform, less is more. Just the first three lines of a post appears in users’ feeds, so front load your caption and leave extraneous information for the end. Also, take it easy with hashtags – the content publishing platform Latergramme suggests that including too many hashtags can feel spammy and unauthentic.

Facebook: Facebook allows up to 63,206 characters per post, but the ideal status update is around 40 characters long, or if it’s a video, 30 to 45 seconds long. Understand that your followers skim through their feed, so make sure updates are easy to read and to the point. It’s easy to see that character limits and ideal character counts are not the same.
Twitter: Social media content publishing platform Buffer says that the sweet spot lives near 20-45 characters for tweets that include an image. If your Tweet doesn’t include a visual, then provide a little more context to receive higher engagement – such as 120-140 characters. Twitter also just announced it will stop counting photos and links in its 140-character limit. The change will likely go into effect in the next couple weeks.
LinkedIn: The ideal long-form post length is 500 to 1,200 words, according to Social Media Today. Be sure to include a link with your post because that can help boost engagement by 200%. The status update maximum is 600 characters, but like other social media platforms, less is more. Social Media Today also reports that 20 status updates a month can reach 60% of your unique audience.

Want More?


Interested in working together? Get in touch to learn more about our services.