New research from Hootsuite breaks down the sweet spot for post length on every major social platform, giving brands and creators a data-backed cheat sheet for better engagement.

Turns out, shorter might actually be smarter—but the right kind of short can mean the difference between a scroll and a tap.

Know Your Platform’s Sweet Spot

Each platform has its own engagement rhythm, and the ideal post length plays a big role in hitting it.

Aim for the character count that feels like a teaser, not a TED Talk.

Get to the Point, Then Stop

The best social posts say what they need to fast, then get out of the way.

If your audience needs to expand a “see more” link, you’ve already lost half of them.

Use Captions That Lead, Not Lag

Your caption should guide the eye to the content, not distract from it. Short, clever, and clear is the name of the game.

Respect the Skim-Scroll

People don’t read social posts, they scan—so your copy should act like a neon sign, not a novel.

Keep it snappy and obvious without being bland.

A/B Test Your Length Like a Scientist

Try different character counts and measure what actually gets clicks, likes, and shares.

Platforms shift fast, and your data is your best editor.

Treat Your Hook Like a First Date Opener

If you can’t get someone interested in the first sentence, they’re not sticking around.

Make it pop, but keep it real—no clickbait needed.

Don’t Forget the Visual Real Estate

A perfect post length means nothing if the accompanying image or video isn’t pulling its weight.

Make sure your visuals and copy are vibing together, not competing.