Twitter Officially Doubles Tweet Character Limit for All Accounts

BY: Level Agency
November 8, 2017

What You Should Know:

  • Twitter’s character limit per tweet has extended from 140 characters to 280 characters.
  • The extension is Twitter’s answer to user frustration with the original 140-character limit and the self-editing it would often impose.
  • The new maximum applies to all accounts (including brands) in all languages, except for Chinese, Korean and Japanese, in which space isn’t as much of an issue.
  • The new length won’t apply to ads created through Twitter’s self-serve platform (yet), but advertisers can post organic tweets using the new character limit and run those as Promoted Tweets
  • The change has resulted in fewer instances where users are forced to cut down their tweets, with the percentage of English-written tweets hitting the maximum character limit dropping from 9% to 1%.
  • Despite the new character limit, however, not many users are taking advantage of the new extension. Only 5% of all tweets published since Twitter began testing the 280-character cap in late September have exceeded the original 140-character cap.

Level Insight:

Just because you can say more in a promoted tweet doesn’t mean you must. The new character limit is great for those instances where an extra hashtag, link, emoji or even a few spaces could help your story stand out; however, it’s clear that active Twitter users still value concision. Use those additional characters where and when needed, but keep in mind that in the world of Twitter, less is usually more.

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