{"id":35391,"date":"2018-10-03T10:45:20","date_gmt":"2018-10-03T08:45:20","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=35391\/"},"modified":"2024-04-16T14:39:44","modified_gmt":"2024-04-16T12:39:44","slug":"shorter-longer-tweets-one-year-expanded-character-limit-analysis","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2018\/10\/shorter-longer-tweets-one-year-expanded-character-limit-analysis\/","title":{"rendered":"Shorter or longer tweets? One year with the expanded character limit [analysis]"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The ability to write 280 character tweets has been with us for almost a year. And it\u2019s a high time to analyze how it\u2019s changed Twitter\u2019s reality. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Is anyone even using 280 character tweets? Are they performing better than shorter tweets? Do we tweet as much as we did last year? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Guess what, we\u2019ve got that all covered. And the results are a must see! You might be surprised by what we found.<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve analyzed several profiles in 4 selected categories: FMCG, Media, Politics and People in the United Kingdom. In each category we\u2019ve chosen very active profiles which were tweeting at least a few times a day. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And here are the results. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><strong>1. The number of tweets has decreased<\/strong> <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The first conclusion of our analysis is that generally, we tweet less than in 2017.<\/span><\/p>\n<div id=\"attachment_35393\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35393\" class=\" wp-image-35393\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g0.png\" alt=\"Number of tweets 2017 vs 2018\" width=\"800\" height=\"533\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g0.png 3000w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g0-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g0-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g0-950x633.png 950w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-35393\" class=\"wp-caption-text\">Number of tweets in 2017 and 2018<\/p><\/div>\n<p><span style=\"font-weight: 400;\">It\u2019s worth explaining the peak in June 2017. It was related to the General Election in the United Kingdom and more intensive Twitter usage at the time. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how Politics in the UK in mid-2017 looked like:<\/span><\/p>\n<div id=\"attachment_35395\" style=\"width: 811px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35395\" class=\" wp-image-35395\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g3.png\" alt=\"Politics on Twitter 2017 vs 2018\" width=\"801\" height=\"534\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g3.png 3000w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g3-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g3-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g3-950x633.png 950w\" sizes=\"(max-width: 801px) 100vw, 801px\" \/><p id=\"caption-attachment-35395\" class=\"wp-caption-text\">Politics on Twitter in 2017 and 2018<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Back to how often we tweet in general. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most significant decrease can be observed in FMCG, as brands in this segment post less frequently than, for example, Media brands. Brands like Clinique UK, Munchies UK or Macknade Fine Foods now tweet even 2-3 times less than a year ago. With this number, the decline is easily visible.<\/span><\/p>\n<div id=\"attachment_35397\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35397\" class=\" wp-image-35397\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g1.png\" alt=\"FMCG on Twiter in 2017 vs 2018\" width=\"800\" height=\"533\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g1.png 3000w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g1-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g1-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g1-950x633.png 950w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-35397\" class=\"wp-caption-text\">FMCG on Twiter in 2017 vs 2018<\/p><\/div>\n<p><span style=\"font-weight: 400;\">In the Media category, for example, a decrease can be also observed, but it\u2019s not as significant. <\/span><\/p>\n<div id=\"attachment_35399\" style=\"width: 811px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35399\" class=\" wp-image-35399\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g2.png\" alt=\"Media on Twitter in 2017 vs 2018\" width=\"801\" height=\"534\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g2.png 3000w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g2-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g2-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g2-950x633.png 950w\" sizes=\"(max-width: 801px) 100vw, 801px\" \/><p id=\"caption-attachment-35399\" class=\"wp-caption-text\">Media on Twitter in 2017 vs 2018<\/p><\/div>\n<p style=\"text-align: center;\"><span id=\"hs-cta-wrapper-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-node hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\"><!-- [if lte IE 8]><\/p>\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"hs-cta-img-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323.png\" alt=\"Analyze your social media efforts with our 14-day free trial!\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(3842881, '2d3fed96-64cc-4629-afbe-1141517fa323', {}); <\/script><\/span><\/p>\n<h2><strong>2. Insignificant usage of &gt;140 characters tweets<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Are we actually taking advantage of longer tweets? Well, according to our analysis\u2026<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not exactly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Politics, People and Media segments use them rather randomly. FMCG brands use them a bit more, but still, the numbers are not notable. <\/span><\/p>\n<div id=\"attachment_35401\" style=\"width: 814px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35401\" class=\" wp-image-35401\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g5.png\" alt=\"FMCG on Twitter in 2018\" width=\"804\" height=\"536\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g5.png 3000w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g5-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g5-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g5-950x633.png 950w\" sizes=\"(max-width: 804px) 100vw, 804px\" \/><p id=\"caption-attachment-35401\" class=\"wp-caption-text\">FMCG on Twitter in 2018<\/p><\/div>\n<p><span style=\"font-weight: 400;\">There might be a reason for that. Twitter was made for quick and immediate news, responses, discussions. It\u2019s actually important to be quick and share things with the world, especially if it\u2019s sudden and timely. So tweets have to be more about catchiness than sophistication. And the chart below perfectly shows this trend:<\/span><\/p>\n<div id=\"attachment_35403\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35403\" class=\" wp-image-35403\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g7.png\" alt=\"Media on Twitter in 2018\" width=\"800\" height=\"533\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g7.png 3000w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g7-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g7-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g7-950x633.png 950w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-35403\" class=\"wp-caption-text\">Media on Twitter in 2018<\/p><\/div>\n<p><span style=\"font-weight: 400;\">But still, other segments aren\u2019t using longer tweets much either. Is it just habituation? Or maybe laziness? It\u2019s something deserving of further in-depth research. <\/span><\/p>\n<h2><strong>3. More characters, more engagement<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Here\u2019s where our analysis gets even more interesting. We already know that we don\u2019t post longer tweets. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what about our audiences? What do they prefer? After all, they are the most important users. It\u2019s not like we\u2019re all identifying our buyer personas for no reason. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The data shows that,<\/span><b> in general, along with the number of characters used in tweets, engagement also increases. <\/b><\/p>\n<p><span style=\"font-weight: 400;\">And on average it does so significantly &#8211; from around 300 up to more than 900. <\/span><\/p>\n<div id=\"attachment_35405\" style=\"width: 813px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35405\" class=\" wp-image-35405\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g10.png\" alt=\"Average Activity Index on Twitter\" width=\"803\" height=\"535\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g10.png 3000w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g10-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g10-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g10-950x633.png 950w\" sizes=\"(max-width: 803px) 100vw, 803px\" \/><p id=\"caption-attachment-35405\" class=\"wp-caption-text\">Average Activity Index on Twitter<\/p><\/div>\n<p><i><span style=\"font-weight: 400;\">The metric used in this analysis is <a href=\"https:\/\/www.sotrender.com\/blog\/2014\/08\/activity-index\/\">the Activity Index<\/a>. It helps to identify and measure the most engaging content, and engagement in general, while considering the importance of individual activities. <\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also interesting how engagement looked between segments. Audiences are significantly better engaged than other kinds of profiles. Musicians, athletes and journalists &#8211; can\u2019t even compare to the FMCG or Media segments. No matter if they post short tweets or longer ones, the engagement they get is outstanding. Look for yourself: <\/span><\/p>\n<div id=\"attachment_35407\" style=\"width: 813px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35407\" class=\" wp-image-35407\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g9.png\" alt=\"Average Activity Index on Twitter in selected categories\" width=\"803\" height=\"535\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g9.png 3000w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g9-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g9-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/g9-950x633.png 950w\" sizes=\"(max-width: 803px) 100vw, 803px\" \/><p id=\"caption-attachment-35407\" class=\"wp-caption-text\">Average Activity Index on Twitter in selected categories<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Still, engagement even in FMCG and Media profiles is higher when longer tweets are posted. An exception is Politics &#8211; this is where shorter tweets seem to perform better.<\/span><\/p>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-node hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\"><!-- [if lte IE 8]><\/p>\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"hs-cta-img-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323.png\" alt=\"Analyze your social media efforts with our 14-day free trial!\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(3842881, '2d3fed96-64cc-4629-afbe-1141517fa323', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<h2><strong>Give 280-character tweets a try!<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The lesson for brands and marketers?<\/span><b> Try taking more advantage of tweets consisting of more than 140 characters.<\/b><span style=\"font-weight: 400;\"> We can\u2019t guarantee they\u2019ll outperform your current results, but it\u2019s still worth a shot. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, you have to measure and compare their effectiveness. You can always make it easy with <\/span><a href=\"http:\/\/www.sotrender.com\"><span style=\"font-weight: 400;\">Sotrender<\/span><\/a><span style=\"font-weight: 400;\">. Just think of what the Activity Index metric can do for you.<\/span><\/p>\n<div id=\"attachment_35409\" style=\"width: 812px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35409\" class=\" wp-image-35409\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/activity-index-daily.png\" alt=\"Activity Index in Sotrender\" width=\"802\" height=\"535\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/activity-index-daily.png 1600w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/activity-index-daily-475x317.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/activity-index-daily-768x512.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/10\/activity-index-daily-950x634.png 950w\" sizes=\"(max-width: 802px) 100vw, 802px\" \/><p id=\"caption-attachment-35409\" class=\"wp-caption-text\">Activity Index in Sotrender<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Do you want to conduct a more <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2018\/08\/twitter-audit\/\"><span style=\"font-weight: 400;\">complex Twitter audit<\/span><\/a><span style=\"font-weight: 400;\">? We\u2019ve got that covered too!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also worth monitoring how your competitors use Twitter. Is this channel included in their marketing strategy? What kinds of tweets do they post? How long? Simple research like this can already provide you with valuable knowledge about the market you are in and the direction which you should take. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And guess what? you can find all that out with <\/span><a href=\"http:\/\/www.sotrender.com\"><span style=\"font-weight: 400;\">Sotrender<\/span><\/a><span style=\"font-weight: 400;\">! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And what about you? Have you been sharing tweets longer than 140 characters? If not, are you going to start soon? \ud83d\ude09<\/span><\/p>\n<p><em>The analysis was prepared by Pawe\u0142 Talarek from Sotrender&#8217;s Research Team\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The ability to write 280 character tweets has been with us for almost a year. And it\u2019s a high time to analyze how it\u2019s changed Twitter\u2019s reality. Is anyone even using 280 character tweets? Are they performing better than shorter tweets? Do we tweet as much as we did last year? Guess what, we\u2019ve got [&hellip;]<\/p>\n","protected":false},"author":89,"featured_media":35425,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1779,1785,2273,3266],"tags":[471,1599,2853,2855],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Shorter or longer tweets? One year with the expanded character limit<\/title>\n<meta name=\"description\" content=\"The ability to write 280 character tweets has been with us for almost a year. And it\u2019s a high time to analyze how it\u2019s changed Twitter\u2019s reality.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sotrender.com\/blog\/2018\/10\/shorter-longer-tweets-one-year-expanded-character-limit-analysis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Shorter or longer tweets? One year with the expanded character limit\" \/>\n<meta property=\"og:description\" content=\"The ability to write 280 character tweets has been with us for almost a year. 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