get to the point

1760 is the optimal number of words

One study found that the optimal length for a blog post is 1760 words. That same research suggests that a blog post should not be less than 300 words. Another study found that the optimal length for a blog post is between 800 and 1551 words (very specific indeed). Yet another study suggested that the optimal length of a blog is 2100 words. Other research has looked at the ideal length for a social media video – finding that it varies by the platform as follows:
  • Facebook – less than 2 minutes
  • Twitter – 30 seconds
  • Instagram – 60 seconds
  • YouTube – 2 minutes
While there are varying views and a lack of absolute certainty regarding the optimal length for any social media post, it is clear that the ideal length:
  • Varies by platform
  • Changes over time
  • Depends on the subject
  • Depends on the audience
Also clear is the following:
  • There is considerable merit in testing various lengths to see which one works best
  • It is important to get to the point as quickly as possible
It used to be a maxim in journalism that, when reading a newspaper, most people do not read past the third paragraph. As a result, the core of the story had to be told in those three paragraphs. With the increased amount of content available – it is likely that audiences will give posts less time today than at any time in the past. If the core of the message is not evident immediately – it is very unlikely to be shared. This perhaps explains the effectiveness of infographics and other posts that get to the point instantly.

I have tested various post lengths, tracked engagement, and asked the audience how much time they will give me. I have found that they will give me less and less time. It might be different for you, but this highlights the benefits of testing.

RECOMMENDATION – test the optimal length for your social media posts and ensure that you get to the point as quickly as possible. Consider infographics that get to the point instantly.
D. John Carlson – +61 (0) 402 273 350 


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