Do you ever find yourself mindlessly scrolling on your phone — just tapping away at your various apps to see what’s going on?
It’s my go-to method for killing time when I’m commuting or waiting for my TV show to return from a commercial break. And I’ve found that when I’m bored, I’m more likely to breeze through the content I’m consuming without really looking at it. Do you know the feeling?
The name of the game when it comes to producing exceptional content on social media is to be eye-catching. Literally — your content needs to jump out from busy social media feeds to make me stop my scrolling and read, watch, or click on it.
To that end, we wanted to help you learn from mistakes we’ve seen on Snapchat that don’t make us want to click to learn more. Read on for common problems — and solutions — for making your Snapchat Stories as compelling and clickable as possible.
8 Snapchat Mistakes You Might Be Making
1) Your Stories are too long.
The problem: Your Story is made up of too many images and videos.
The solution: Keep your Story to 10 Snaps or fewer, and make them impactful.
Clicking is hard work.
Well, it’s not exactly grueling labor, but Snapchat users don’t want to spend a ton of time clicking through a myriad of Snaps to get to the meat of what you’re trying to communicate. If your message can’t be quickly told, it doesn’t mean it’s not an important message — it just might not be the best fit for an ephemeral Snapchat Story.
Here’s a Snapchat Story from Netflix (@netflix). It’s made up of 10 Snaps that effectively tell a story without taking too long or boring the viewer:
2) Your Stories are too short.
The problem: Your Story is so short as to be uninformative.
The solution: Make sure your stories have enough context to make sense.
Don’t go overboard with being concise, either. Make sure you’re posting enough Snaps that your Story is just that — a clear narrative. Use text, emojis, and narration to provide context for the viewer so your Story is memorable and helpful.
Here’s an example of a short and sweet Snapchat Story from the United States White House (@whitehouse). The Story is only made up of two Snaps, but text and filters provide enough context for the viewer:
3) You post Stories too frequently.
The problem: You’re posting Snapchat Stories too often.
The solution: Post more impactful Stories at a lower frequency, and spread out Snaps throughout the day.
All social media platforms are different, and you should post on them differently. What works on Twitter won’t work exactly the same on Snapchat, and we recommend that you plan to post only once or twice per week on Snapchat.
Additionally, the more recently you’ve posted a Snap to your Story, the higher your brand’s name sits on the “Recent Updates” list. So when you plan out your Snaps for a Story, don’t post them all at once. Spread them out over the course of the day so absentminded scrollers (like me) see your brand’s name at the top of their feed whenever they log in.
4) Your Stories offer no way to engage.
The problem: Your Snapchat Story doesn’t include a call-to-action.
The solution: Include prompts to reply, take a screenshot, or visit a website.
If you’re using Snapchat for a brand, make sure there’s a call-to-action for your viewer to drive your goals. We suggest asking viewers to interact from within the Snapchat app by replying to Snaps, screenshotting images, or tuning in for more news at a later time. You can drive viewers to your website by asking them to screenshot a URL, too. Just check out this example from NASA on Snapchat (@nasa) that drivers viewers to its website:
5) Your Stories are too similar.
The problem: All of your Stories features the same people or themes.
The solution: Source content from other team members, and brainstorm creative one-off events to keep your Stories unique.
We know it’s hard to spice up your Snapchat Stories if you’re a one-person social media team. To help diversify your content and keep intriguing your visitors, invite your team members to submit pictures and ideas, and ask other people to “host” Snapchat Stories from time to time. You can plan out unique content for company events or social media holidays, too.
6) Your Snaps aren’t creative.
The problem: Your Stories are simply point-and-shoot images.
The solution: Use drawings, stickers, emojis, filters, and lenses.
Snapchat is far too fun to keep things simple. Instead of just shooting and posting raw photos and videos, make sure to explore the different creative features to make your content more unique.
Use creative features in moderation, and don’t go too overboard. Geofilters, emojis, and lenses are fun ways to make a selfie more interesting, add context to a Snap, or to show the lighter side of your brand’s personality. Just look at how Refinery29 (@refinery29) does this with emojis and drawings in its Snapchat Story interview:
7) Your Stories require sound.
The problem: Viewers have to turn up the volume to get the message of your Stories.
The solution: Use text and writing so videos can be consumed with or without sound.
Most videos on social media are watched while users are scrolling through their feeds, where videos auto-play on mute unless the user clicks to turn up the volume.
What does this mean? Your videos on Snapchat must be compelling and communicative, even without sound. Use captions, doodling, emojis, and filters to make your images say 1,000 words — without your followers needing to plug in headphones. If you need lots of text or narration to get your point across, that doesn’t mean it’s a bad story — it just might not be the best fit for Snapchat. Consider a post on another text-based social media platform, like Facebook or Twitter, instead.
Here’s an example of a thorough Snapchat Story from Sephora (@sephora). It’s narrated if you turn up the volume, but viewers still get all of the information they need just from watching:
8) You aren’t recording important Story metrics.
The problem: You’re only recording Story views and screenshots
The solution: Track Story clickthrough rates to analyze how viewers like your Snaps.
Snapchat’s analytics leave something to be desired for marketers wanting to track growth and engagement. As it is now, marketers can only track the number of story views and screenshots their Snapchat Stories earn, and these numbers must be recorded manually within the 24 hours before a Story disappears.
Another valuable metric that isn’t as self-evident? Story clickthrough rate change.
If you post a Snapchat Story made up of 10 separate Snaps, analyze how many views your first Snap received compared to your last Snap. If the number of views drops over the course of your entire Story, that’s a sign followers are tapping through the first or second Snaps — and then navigating away.
You can roughly calculate this by subtracting your last Snap’s number of views from your first Snap’s number of views. So for example, if your first Snap earned 100 views, and your final Snap only earned 80 views, your clickthrough rate declined by 20%.
Analyzing this, in addition to your number of views and other engagements, will give you an idea of who’s watching your Stories from start to finish. If you observe a lot of dropoff between your first and last Snaps, that’s a sign you need to experiment with shorter Stories or different content to keep followers paying attention.
These are just a few ideas for how to create compelling and engaging Snapchat Stories for your brand. We suggest referring back to tip #3 often and analyzing how your followers engage with your content. If you aren’t getting many screenshots or clickthroughs, your Snaps could be falling victim to people like me — the mindless tappers.
For more ideas on how to create engaging Snapchat Stories for your audience, read our Snapchat for business guide, and learn more from our experts in the video below:
What are your hard and fast rules for brand Snapchat Stories? Share with us in the comments below.
Many marketers have to find out the hard way that more website traffic doesn’t always translate to more leads.
Unless your site is optimized to drive visitors to take action and engage, you can attract thousands of visitors and never see one of them convert into a lead. That’s where conversion rate optimization comes in.
Conversion rate optimization (CRO) is a systematic approach to increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.
Marketers can drastically increase the returns on their marketing activities by examining every conversion point in their website experience and making CRO a part of their day-to-day work.
Unfortunately, many marketers are trying their luck at conversion rate optimization without a holistic and scientific approach, which can do more bad than good. That’s why we’ve invited Unbounce‘s Senior Conversion Optimizer, Michael Aagaard, to debunk common myths for our audience in a live hangout with HubSpot Academy.
Michael began his career in CRO in 2008 as a freelance consultant, learning and applying these tactics in a variety of industries and companies. He routinely speaks at digital marketing conferences on CRO, and has published numerous informative posts on the Unbounce blog.
In this HubSpot Academy Master Class, Michael will explain the most common misconceptions around conversion rate optimization, and how to adopt a CRO mindset that can dramatically improve the marketing results you achieve through optimization.
Whether you’ve been tinkering with CRO on your website for years or you’re not sure how to get started, this Master Class will include new insights and actionable takeaways you can use right away. Click here to save your spot!
Snapchat is on the rise in a big way. The popular photo-sharing and messaging app is becoming so big that even other social networks – like Facebook and Instagram – are beginning to incorporate their own versions of Snapchat’s unique features.
Check out some of these statistics: 158 million active users creating 2.5 billion Snaps per day, with 9,000 Snaps every second. That’s a huge user base that you can leverage into potential supporters!
But first things first: How can you use a photo app to communicate your nonprofit’s story to the masses? Organizations such as Ocean Conservancy, Human Rights Campaign, and Girl Guides of Canada are all embracing this social network, and setting it up is more simple than you might think.
Snap to it
Snapchat’s two most famous functions are “Snaps” and “Stories”. The former is a quick photo you can take with the app that gets sent via messaging to friends, but then it deletes itself after 10 seconds. When it comes to Snaps, you can still save good ones before they disappear forever by saving them to your Memories tab – that way, anyone can view your curated collection of individual Snaps.
And then there are Stories – a feature which, as we mentioned, is rapidly spreading across other social networks as well. Stories are little video collections of your Snaps that you can put together which only last for 24 hours. Stories don’t have to be sent directly to your friends – instead, they can be visible for everyone to watch.
How nonprofits can use it
On the surface, these two functions seem pretty Millennial-focused and probably more used by teens sending each other selfies. But your nonprofit can leverage Snapchat to give a creative spin on visual storytelling – something that’s very important in terms of inspiring people.
For example, if you’ve got a peer-to-peer event happening, why not collect a few Snaps to Stories or Memories that show off how much fun everyone’s having and what a big impact the event is having on the community?
If it’s new donors and participants you’re looking for, try putting together some Snaps that tell a cohesive narrative when you put them into Stories. For example, if you work at an animal shelter, you could assemble Snaps of cute animals that are up for adoption. If you have a charity that works with impoverished people, put together some before-and-after Stories that show how your company is helping change lives for the better.
Geofilters are another clever way to use Snapchat to promote your nonprofit. To understand geofilters and how they work with Snapchat, let’s break the word down: filters and geofencing.
First, filters in Snapchat are one of its defining – and super dynamic – features. They allow you to overlay fun animations or special effects on top of the photo you’ve snapped. (There are also lenses, which put the effects overtop of the photo while you’re snapping it.)
A geofence refers to the GPS coverage of geographical area, putting boundaries around it like a virtual fence. It’s perfect if you’re looking to restrict usage of a filter to only a specific region or venune.
Combining geofencing with an exclusive Snapchat filter for an event – also known as a geofilter – is a prime way to get supporter-created content online. Geofilters have a few restrictions: namely, you can’t put your nonprofit’s email, phone number, or hashtag on it, and you can’t use more than two lines of text. But what you <I>can</I> do is make it look pretty, exclusive, and fun, so even people who aren’t familiar with your nonprofit will want to use it!
For example, at FrontStream, we put together a geofilter for P2P Forum back in March. Here’s what it looked like:
<blockquote class=”twitter-tweet” data-lang=”en”><p lang=”en” dir=”ltr”>Atlanta themed Snapchat filter for <a href=”https://twitter.com/hashtag/P2PForum17?src=hash”>#P2PForum17</a> <a href=”https://twitter.com/P2PForum”>@P2PForum</a> ! Swiiiiiipe right or ask us how to find it ♥️🌸 <a href=”https://t.co/4O3vYSf5HB”>pic.twitter.com/4O3vYSf5HB</a></p>— FrontStream (@FrontStream) <a href=”https://twitter.com/FrontStream/status/836720202020765697″>February 28, 2017</a></blockquote>
<script async src=”http//expandedramblings.com//platform.twitter.com/widgets.js” charset=”utf-8″></script>
People located within the radius of the P2P Forum venue were able to have access to this geofilter through Snapchat, and we encouraged everyone to try it out.
There are two options for geofilters. A community filter is free, so if there’s something happening in your town, like a parade or a run or an awareness day, you can submit your artwork for free as long as you don’t have a brand or organizational logo in there. The Snapchat team will decide whether or not to approve your filter based your content and what other filters are already available in the area.
The second option is a paid one, and it lets you include your NPO or charity’s logo. As an advertiser, you are more likely to be approved. Our Snapchat filter was created under this option, and coverage of 36,000 square feet for three days only cost $60 USD, so it can be very affordable for your nonprofit!
If you’re looking for additional ways for your nonprofit to use geofilters, check out this informative list of tips. Some suggestions include using a geofilter to make a virtual prop for people, to promote an international “day”, or simply foster a sense of inclusiveness when you use the geofilter.
Once you’ve set up your nonprofit’s Snapchat account, it’s important to get the word out and start building your friends list! Take this example from the Animal Humane Society – they use the “ghost” code image for easy access to their adorable feed of animal photos. Be sure to set up your own ghost code and start showing it off on all your nonprofit’s social networks!
There’s no reason to be wary of trying out new social media for your nonprofit – in fact, something like Snapchat could be just the thing to get new prospects interested as well as engage your current donor base. Give it a try and see what creative fundraising promotions you can come up with!
April showers bring May flowers (depending on where you live). This April also brought an onslaught of augmented reality, or AR, from a few of your favorite social media apps.
Just like last month, Facebook and Instagram continued to compete with Snap Inc. in April, with all three apps launching new products and features to keep more users and marketers spending their time there.
This is good news for marketers: Social media platforms are making it easier to do your job well. The tricky part will be figuring out where your audience wants to hear from you most, and where to best spend your time and resources producing and promoting content.
We’re here to help. The list isn’t exhaustive, but you can expect to learn the major highlights in the social media space this month — what was launched, what changed, and what these stories could mean for marketers. And if you’re too busy to read the full roundup, here’s a quick video recap:
10 of the Biggest Social Media News Stories This Month
1) Facebook announced new AR, VR, and AI initiatives at F8 2017.
At the annual F8 Facebook Developers Conference, CEO and co-founder Mark Zuckerberg announced that Facebook’s next act would be further steps into the worlds of augmented reality (AR), virtual reality (VR), and artificial intelligence (AI). With the launch of new products like the Camera Effects Studio, the AR Studio, and Facebook Spaces, Zuckerberg hopes to make the Facebook camera “the first augmented reality platform.”
Down the line, Facebook plans to launch AR glasses and new 360-degree capable cameras, in addition to some truly mind-bending Building 8 initiatives, such as technology to type with your brain and hear with your skin. These announcements caught most of the headlines, but we think what was left off of the F8 agenda is just as important.
With almost no mention of Facebook Instant Articles, publishers, or Pages, it’s clear that Facebook is doubling down on high-tech visual content. So what does this mean for marketers? It’s tough to outsmart the News Feed algorithm and to drive content views and engagement. Our advice is to publish no more than 3X per day, to invest in live and native video content, and to connect with your audience and customers on Facebook Messenger (but more on that later).
2) Facebook surpassed 5 million monthly advertisers.
Facebook also announced this month that it had achieved more than 5 million monthly advertisers — 75% of which came from outside of the United States. Digging into this massive number reveals even more interesting insights: 50% of these advertisers are mobile advertisers, and Facebook amassed more than 1 million new advertisers in less than one year.
These advertisers only represent about 8% of businesses with Pages, so it’s likely that Facebook will keep updating its Ads Manager to make advertising on Facebook more enticing, especially on mobile. Read our ebook for ideas on how to optimize your brand’s Facebook Page for more effective advertising on the mega-popular platform.
3) One in five Facebook videos are broadcast live.
Facebook’s head of video, Fidji Simo, shared a video announcing just how rapidly Facebook Live had grown in popularity — both among publishers and among viewers. One in five videos on Facebook is a Facebook Live broadcast. What’s more, Facebook Live watch time has increased more than than 4X longer over the last year.
Last year, Facebook announced it would start giving Facebook Live broadcasts greater weight in the News Feed algorithm as a result of its popularity. This increase in watch time could precede another algorithm adjustment favoring live broadcasts, so if you aren’t already doing so, recording Facebook Live videos could help your content earn more engagement and discovery in the News Feed. Read our guide for going live on Facebook here.
4) There are 100K active bots on Facebook Messenger.
Facebook Messenger was another hot topic at the F8 conference, and one of the biggest announcements about the messaging app was that there are now 100,000 active bots deployed on the platform every month. Furthermore, Facebook announced that 2 billion messages per month were shared between Messenger users and businesses.
Messenger is becoming popular for customer service and content distribution, so Facebook announced changes to the platform to make it more discoverable and easy to use as a standalone product. These changes include a Discover tab on the home screen of Messenger and “smart replies” businesses can use to auto-answer frequently asked questions.
Marketers might consider using Messenger as part of their customer service or content distribution strategies — especially if their audiences are already highly engaged on Facebook. You can subscribe to HubSpot content using Messenger here.
5) Apple Clips achieved 1 million downloads in four days.
Apple launched Clips, a media editing app designed to create photos and videos specifically for social sharing, and it rapidly achieved up to 1 million downloads in the four days after its launch in the App Store.
It’s still early to tell how the app will continue to perform, but App Annie noted that Clips was beating out Instagram’s own photo editing app, Layout, in the App Store during that period. This data is only based on United States numbers, but stay tuned for more coverage from us on media editing apps you should be using for easy social media sharing.
6) Pinterest kills the Like button
Source: Pinterest Blog
In a blog post published this month, Pinterest announced it would be removing the Like button from the visual search platform and sticking with the Save button as an indicator of Pins’ popularity. Pinterest put this change into practice with an email to Recode: It stated, in no uncertain terms, that Pinterest isn’t about virtual reality or connecting with friends. Instead, it’s about visual content discovery.
If marketers are spending a ton of time using Pinterest as a social networking tool, they might want to rethink their strategy and metrics now. Instead, consider shoppable Pins if you sell products as a better use of Pinterest’s discoverability capabilities.
7) Snapchat added Geofilters to its ads API.
Snapchat announced it would be adding Sponsored Geofilters to its ads API this month, making it easier for brands to customize and launch Geofilters for specific locations and events.
This is a big win for Snapchat. Now, advertisers can track the performance of Sponsored Geofilters within the Snapchat Ads API and get more insight into advertising ROI on the platform. We’ve talked before about how Snapchat’s analytics aren’t as robust as the other social media platforms it’s competing with, so this change makes almost all Snapchat advertising options available within the API for easy customization and performance analysis. Now, only Sponsored Lenses aren’t available in the API, and we’ll keep you posted if and when that changes as Snapchat’s parent company, Snap Inc., grows.
8) Snapchat started measuring foot traffic to brick-and-mortar locations.
Snapchat has started using a Snap to Store measurement tool that lets advertisers see how much foot traffic to physical locations was generated by Snapchat ad views. The measurement shows which visitors used Snapchat while in the brick-and-mortar location, how many people who visited had seen the ad on Snapchat, and the difference in foot traffic between visitors who saw the ad on Snapchat and visitors who hadn’t.
The Snap to Store measurement tool is still in the experiment phase with a few large brands for now, but we’ll keep you posted when it rolls out to all users. The measurement doesn’t distinguish between different locations if your brand has a chain of stores, so this might be a better fit for smaller businesses to test out.
9) Snapchat launched AR world lenses.
On the first day of Facebook’s F8 conference, Snapchat announced new AR lenses users could start adding to their photos and videos. With world lenses, users can add 3-D moving shapes and images to content to add another layer of fun and variety to their Snaps.
AR and VR features are the next logical step for Snap Inc., Snapchat’s parent company that rebranded itself as a camera company back in 2016. The announcement of world lenses just before Facebook announced its own AR camera capabilities at F8 was smart (and sneaky) timing, as marketers around the world start to consider how to incorporate AR into their visual content efforts.
Our advice — as always — is to experiment and iterate based on results. See if your audience responds and engages with world lenses on Snapchat and AR filters on Facebook, figure out what works, and replicate it in future posts.
10) Instagram Stories beat Snapchat’s user numbers.
Instagram Stories have officially attracted more users than Snapchat’s entire user base, hitting 200 million users this month. With roughly 161 million users to its name, Snapchat continues to face increased competition from its virtual replica on Instagram.
Case in point: In the same blog post announcing the user milestone, Instagram also demonstrated its new Selfie Sticker feature, which lets users take a mini-selfie that they can attach to images and videos in other Stories. If this sounds familiar, you’re right on the money — Snapchat introduced Scissors, which do the exact same thing, in December 2016.
More advertisers and marketers are turning to Instagram over Snapchat for their ephemeral marketing efforts. We suggesting focus your efforts on which platforms audiences are most engaged on, while still keeping a pulse on other platforms that might experience a resurgence if new tools or products are announced.
It’s not exactly a news story, but we wanted to make you aware of a new social media content creation tool, too. This month, HubSpot and Shakr teamed up to create StoriesAds.com, a platform to easily create videos for Instagram’s vertical format. Using StoriesAds.com, brands can easily create vertical videos for Instagram Stories and ads directly in a browser, so check out the tool the next time you plan to launch an Instagram campaign to make better content, more easily.
Did we miss any big social media stories? Share with us in the comments below.
Where most social media feeds are almost distractingly busy — full of photos, videos, and text updates from friends and brands you follow — Instagram is different because you can only look at one post at a time.
And while this simple, clean interface makes to easy to focus on the beautiful photography and interesting videos on Instagram, it also leaves something to be desired: the ability to easily repost other users’ content.
But fear not: for every problem, the internet has afforded a solution. We tested out four different ways to repost content on Instagram in a few simple steps. All of these methods are free, but some require you to download an app from the iOS App Store or Google Play first.
How to Repost on Instagram: 4 Methods to Try
1) Use Repost for Instagram
Open your Instagram app, and find a photo or video you’d like to reshare.
(Psst — do you follow HubSpot on Instagram?)
Tap the … in the upper-right hand corner of the post. Then, tap “Copy Share URL.”
Open Repost for Instagram. The post you copied will automatically be on the homepage.
Tap the arrow on the right-hand side of the post. There, you can edit how you want the repost icon to appear on Instagram.
Tap “Repost.” Then, tap “Copy to Instagram,” where you can add a filter and edit the post.
Tap “Next.” If you want to include the original post’s caption, tap the caption field and press “Paste,” where the original caption will appear with a citation.
When you’re ready to share the post, tap “Share” as you would a regular Instagram post. Here’s how the post appears on your Instagram profile:
2) Use InstaRepost
Open InstaRepost, log in using your Instagram credentials, and authorize it to access your account information.
InstaRepost will only show you a small selection from your Instagram feed. If you know what post you’re looking for, head to the search magnifying glass to look at the Explore tab or enter a username.
Once you’ve found a post you want to reshare, tap the arrow in the lower right-hand corner. Then, tap “Repost,” then “Repost” again.
Navigate to your Instagram app, and tap “Library.” The post will be saved to your camera roll.
Add a filter and edit the post as you would any other. Then, tap “Next.”
Tap the caption field to paste the original caption. The repost won’t include a citation, so we suggest adding one by typing “@ + [username].” Then, press “Share.”
Here’s how the post appears on your Instagram profile:
3) Use DownloadGram
DownloadGram lets Instagram users download high-resolution copies of Instagram photos and videos to repost from their own accounts. Here’s how to do it:
Open your Instagram app and find the post you want to repost. Tap the … icon in the upper-right hand corner of the post and click “Copy Share URL.”
Navigate to DownloadGram and paste the URL into the field. Then, tap “Download.”
Tap the green “Download Image” button that will appear further down the page.
You’ll be directed to a new web page with the downloadable image. Tap the download icon, then tap “Save image.”
Return to your Instagram app. The image will be saved to your camera roll, so edit it as you would any other Instagram post.
The repost won’t include a citation, so we suggest adding one by typing “@ + [username].” Then, press “Share.” Here’s how the post appears on your Instagram profile:
4) Take a Screenshot
This method doesn’t require any or other websites to repost on Instagram. It’s worth nothing that this method only works for reposting photos. Here’s how to do it:
Find a photo on Instagram you’d like to repost, and take a screenshot:
- For iOS: Press down on the home and lock buttons simultaneously until your screen flashes.
- For Android: Press down on the sleep/wake and volume down buttons simultaneously until your screen flashes.
Tap the new post button in the bottom-center of your Instagram screen. Resize the photo so it’s properly cropped in the Instagram photo editor.
Edit and filter the post like you would any other Instagram post.
The repost won’t include a citation, so we suggest adding one by typing “@ + [username].” Then, press “Share.” Here’s how the post appears on your Instagram profile:
Do It For the ‘Gram
Now that you’ve learned how to repost on Instagram, you can diversify your profile with content sourced from friends, family, and brands. Use the methods above — being sure to cite the source of the original post — to quickly and easily reshare your favorite content. And if you’re looking for more ideas for sourcing and creating Instagram content for your brand, download our free guide to using Instagram for business here.
Do you use any of these methods to repost on Instagram? Share with us in the comments below.
When it comes to writing text for your blog and social media posts, many marketers wonder, “But what’s the character limit?” It’s never a simple question — sometimes, it’s answered by parameters established by certain channels. And on other occasions, it’s more a question of what’s ideal.
For example, you probably know the character limit for a tweet is 140, but did you know that the ideal length is actually less than that? (Hold tight — we’ll explain why.) While we’ve written before about optimizing your actual content, we thought it would be helpful to gather the numbers of character limits — both enforced and ideal — for different online channels, all in one place.
Below, you’ll find a more detailed guide to character limits and ideal character counts for posts on your blog, Facebook, Twitter, LinkedIn, Instagram, SnapChat, and YouTube.
The Length & Character Count for Everything on the Internet
1) Blog Posts
- Post length: 2100 words
- Title: Under 60 characters
- Meta Description: Under 155 characters
When it comes to the length of blog posts, there are a few different items to consider. For example:
- According to Medium, posts with an average read time of seven minutes captured the most attention.
- The average reading speed of native English-speaking adults remains commonly cited as 300 words per minute, according to research conducted in 1990.
- At that reading rate, the ideal post length is 2100 words.
- That aligns with research previously conducted by serpIQ, which indicated that, on average, the top 10 results for most Google searches are between 2,032 and 2,416 words.
That means that this ideal word count can address goals around both readability and SEO. But that’s just the actual body of the post. Plus, when we looked at our own blog on organic traffic, we found that the sweet spot was 2,250–2,500 words.
But that’s just the post body — let’s have a look at the other areas of text that comprise a full blog post.
The length of your title depends on your goals, and where it will appear.
Let’s start with SEO. Do you want this post to rank really well in search? It turns out, that often has to do with the dimensions of each entry on a search engine results page (SERP). For Google, titles of search results are usually contained at a length of 600 pixels — which Moz measures as being able to display the first 50-60 characters of a title tag. So, if you don’t want your title to get cut off in the search results, it might be best to keep it under 60 characters. But when in doubt, you can double-check the length of your meta description and title tags with this handy tool from SEOmofo, or you can use Moz’s title tag preview tool.
Then, there’s optimizing your title for social sharing. On Twitter, for example, consider that each tweet has a limit of 140 characters — however, if you include an image, that doesn’t count toward the limit. But consider that even the average shortened URL takes up about 23 characters — that leaves you with about 116 characters left for the title and any accompanying text.
In our own analysis at HubSpot, we found that headlines between 8–12 words in length got the most Twitter shares on average, while headlines with either 12 or 14 words got the most Facebook Likes.
A meta description refers to the HTML attribute that explains the contents of a given webpage. It’s the short description you see on a SERP to “preview” what the page is about.
Moz notes that Google seems to cut off most meta descriptions — which are sometimes called snippets — after roughly two lines of text — though there’s some conjecture that, like title tags, it’s actually based on pixel count. In any case, it amounts to about 160 characters, though this particular outlet recommends keeping it at 155.
Again, you can double-check the length of your meta description and title tags with this handy tool from SEOmofo.
- Status updates: 63,206-character maximum | Ideal length is 40 characters
- Video: 120-minute maximum | Ideal length is two minutes
Facebook’s character limit on status updates is 63,206. However, that’s far from ideal, says HubSpot Social Media Marketing Manager Chelsea Hunersen. “The social gurus will throw around the number 40 characters. That data seems to be backed up by BuzzSumo’s ranking of HubSpot’s own Facebook Page.“
But why 40, specifically? “Ideally,” Hunersen says, “you’ll want to use the copy in a status update to provide context for whatever you’re linking to.” That said, she notes, the copy of the status update itself isn’t as important as the copy in the meta title or meta description that gets pulled in when you insert a link into your post. That’s right — social media posts have their own meta data too.
“Often, people look at the image of the article and then directly down at the meta title and meta description for context clues,” she explains. “A lot of people don’t realize you can change those.”
Even on Facebook, it’s still best to keep your meta title to fewer than 60 characters, and to 155 for meta descriptions. There are some resources available to those familiar with coding that let you play around with social media metadata character counts, like these templates. But unless you’re a developer, we recommend keeping it short and sweet.
While Facebook allows a maximum of 120 minutes for videos, we wouldn’t advise posting anything that long, unless you’re doing a special, social-media-only screening of a full-length film.
According to research conducted by Wistia, two minutes is the “sweet spot” — even a minute longer than that shows a significant drop in viewership. “Engagement is steady up to [two] minutes, meaning that a 90-second video will hold a viewer’s attention as much as a 30-second video, the research reads,” so “if you’re making short videos, you don’t need to stress about the difference of a few seconds. Just keep it under [two] minutes.”
Regardless of the length of your video, Hunersen reminds us that all Facebook videos start without sound, meaning users have to make a conscious decision to stop scrolling through their feeds and unmute the video. Facebook videos should be visually compelling from the get-to, make sense without sound, and be engaging enough to encourage the user to stop and watch.
- Tweets: 140-character maximum
- Does not include images, videos, polls, or quotes tweets
- Ideal length is 120-130 characters
- Hashtags: No more than two
- Videos: Maximum length is two minutes and 20 seconds
Length of Tweets
Marketers everywhere rejoiced when Twitter finally eased up on its character count parameters, and such media as images, videos, and polls, as well as quoted tweets, ceased counting toward its 140-character limit.
Still, the “Quote Tweet” feature remains available, providing even greater character-saving measures. That happens when you press the rotating arrow icon to retweet a post, and then add a comment in the text box provided. You’ve still got 140 characters all to yourself to comment.
Ideal Length Overall
Like so much of what we’ve covered, it seems that when it comes to the overall length of a tweet, aim for short and sweet. (See what we did there?) That’s resonated in research conducted by social media scientist Dan Zarrella, who found that tweets with 120-130 characters showed the highest click-through rate (CTR):
The same goes for hashtags. While they can technically be any length up to 140 characters, remember that people will want to accompany the hashtag with other copy. Short hashtags are always better. Ideally, your hashtags should be under 11 characters — shorter if you can.
Also, in a single tweet, stick to one or two hashtags, and definitely don’t go over three. Buddy Media found that all tweets with hashtags get double the engagement metrics than tweets without any. But tweets that kept the hashtags to a minimum — one or two — have a 21% higher engagement than tweets with three or more.
You can post a video on Twitter by importing a video or recording it using the Twitter app. In any case, the maximum video length is two minutes and 20 seconds.
Here’s a handy list of some of LinkedIn’s most important profile character maximums, according to Andy Foote:
- Professional headline: 120
- Summary: 2,000
- Position title: 100
- Position description: 2,000 (200 character minimum)
- Status Update: 600 characters — however, Foote also notes that, “if you select to also post on Twitter from LinkedIn, only the first 140 characters will show on your Twitter post.”
With LinkedIn’s publishing platform, users can now compose and share original written content with their networks, or publicly. Of course, that comes with its own character counts, according to Foote:
- Post headline: 100
- Post body: 40,000
- Bio: 150-character maximum
- Hashtags: Maximum of 30
- Captions: Ideal length is under 125 characters
Since Instagram is, first and foremost, a platform for sharing photos and videos, the primary focus is typically your visual content. However, it’s always helpful to provide some context, and let users know what they’re looking at.
Given that, here are some helpful character counts for the text you include with your visual content:
While Instagram doesn’t seem to specify a maximum total number of caption characters, it does note that, within users’ feeds, the caption is cut off after the first three lines. For that reason, it’s advised to limit captions to 125 characters. However, don’t leave out important information just for the sake of keeping your entire caption visible. Instead, frontload it with crucial details and calls-to-action, leaving any hashtags, @mentions, or extraneous information for the end.
As for Instagram Stories, there doesn’t seem to be a ton of detail on character limits there, either. However, because the text overlays the visual content — which is the focus — don’t obscure too much of the photo or video with a caption.
- Character limit: 80 per post
Speaking of not obscuring visual content — that brings us to Snapchat.
Instagram Stories was, many believe, an effort to emulate the features of Snapchat, to create an opportunity for users to share quickly-disappearing photos and videos. And again, because the focus here is on the visual, you’ll want to prevent distracting viewers from it with too much text.
According to Teen Vogue, Snapchat’s character limit is 80 per post, which is more than double its previous 31-character limit. And, if you’re looking for more guidance, just look to this particular app’s name, and remember the “snap” element of it — a word that implies brevity — and try not to ramble. Here’s a great example of how SXSW uses its captions efficiently:
Here we have yet another network that’s focused on visual content, leading some to incorrectly assume that accompanying text — like titles and descriptions — don’t matter as much.
That’s not entirely false — as a video-hosting platform, YouTube should primarily be used to showcase a brand’s quality videos. However, like any other visual content, it needs context. People need to know what they’re watching, who it’s from, and why it matters.
Unfortunately, YouTube doesn’t appear to provide any specific parameters over its character counts — except for your channel description, which according to the official help site is limited to 1,000 characters. But other than that, it seems that the only guideline available is the alert display that lets you know, “Your [title or description] is too long,” if you’ve entered too much text in either of those fields.
In this case, we would advise taking the same approach as adding text to support your visuals on Instagram and Snapchat. Like the former, a video’s description is cut off after the first line or two, so frontload the most important descriptors and CTAs, leaving extra details for the end.
Show Your Character
As you set out to determine the length of your text, regardless of the platform, remember to do so with the user in mind. Many of these channel-mandated character limits are established for that reason — to keep audiences from getting bored or overwhelmed.
Like anything else in marketing, however, it’s never an exact science, despite the best data. We encourage you to follow these guidelines, but don’t be afraid to experiment if they don’t always work. Test different amounts of text within your various channels, and keep track of how each post performs. From there, you can make decisions about which types of content, as well as its accompanying titles and descriptions, are the most well-received from your audience.
How do you approach text with different online channels? Let us know in the comments.
This post was originally published in January 2016 and has been updated for accuracy and comprehensiveness.