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On the 7th November 2017, Twitter rolled out increased tweet length to 280 characters around the world. Some Twitter users embraced the new limit and began sending longer tweets. This was not our approach. We regularly evaluate our Twitter analytics and know that our most successful tweets for clients and ourselves are shorter tweets (ideally between 70 and 100 characters) with an image and a link. Our focus has always been to give Twitter users one single thought per tweet. Often this is communicated in the form of a question and then entice them into clicking on the link. Adding more text for Twitter users to read and process before deciding whether to click or not has not proven to be a winning formula in our experience.
If you are a business owner or person responsible for Content Marketing at your company the task for you is to split test shorter and longer tweets. Then you can accurately assess whether the increased tweet length is an opportunity or a trap to be avoided. Higher engagement with your target audience is the goal and I will be interested to read your conclusions. Please feel free to let me know in the comments section below.
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This is blog post post number 435.