Tweets are limited to 140 characters so they can be consumed easily anywhere, even via mobile text messages. Yet, just because you have 140 characters, doesn’t mean you should use them all – in fact, tweets shorter than 100 characters garner a 17% higher engagement rate. Additionally, a recent study of 100 well-known, popular brands on Twitter revealed a spike in retweets among those in the 71 – 100 character range – or so-called “medium” length tweets. These medium tweets have enough characters for the original poster to say something of value and for the person retweeting to add commentary as well.
In addition to keeping it short, to maximize tweets for engagement, visual content is king. Brands should include photos and videos with tweets as often as possible. The more brands invest in visual content, the more retweets, favorites and click-throughs they will see. In fact, a recent study by Buffer found that tweets with images get 150% more interaction. And according to Twitter, tweets with photos average a 35% boost in retweets and tweets with videos, garner a 28% boost. While these visuals use up to about 26 of your recommended 100 or less characters, they are well worth the investment.
Sources: De Beule, Sofie. “6 Tips to Boost Your Twitter Conversations.” Social Media Examiner. May 7, 2014.
Lee, Kevan. “The Ideal Length of Everything Online, Backed by Research.” Social Media Today. May 16, 2014.