Twitter Increases to 280 Characters

The big news for Twitter enthusiasts this month is the increase in post character count from 140 to 280. It marks one of the most significant changes for the social media platform since it first launched in 2006. While the new limit was trialled in September, it officially rolled out across the platform on 8th November 2017.

But what do users really think about this change? And what does it mean for businesses and marketers?

Mixed Reactions to 280 Characters

Reactions to Twitter’s character expansion have been varied. Some users have welcomed the additional space, while others feel it undermines the platform’s original purpose of concise communication. Then there are those who remain indifferent, continuing to tweet as they always have.

Supporters of the 280-character limit appreciate not having to devise creative abbreviations to fit their messages. However, many users who were accustomed to the 140-character constraint found themselves struggling to make use of the increased space initially.

Critics, on the other hand, argue that Twitter should have prioritised an edit button over increased post length. The sentiment “if you can’t say it in 140 characters, don’t say it at all” is echoed by some who believe longer tweets dilute Twitter’s appeal.

Interestingly, statistics from Twitter’s product director, Aliza Rosen, show that despite the change, only 5% of tweets in the trial period exceeded 140 characters, and just 2% went beyond 190 characters. This suggests that while the option for longer tweets exists, many users still prefer brevity.

What 280 Characters Mean for Marketing

For businesses and marketers, the expanded character limit opens up new opportunities. While you don’t need to use all 280 characters, having the extra space can help create more impactful and comprehensive messages.

Previously, trying to condense marketing messages into 140 characters often led to sacrificing context or clarity. This could hinder the ability to connect effectively with audiences and reduce the persuasive power of a tweet. The change is particularly beneficial for English and other Western languages, which need more space to convey meaning compared to character-based languages like Chinese or Japanese.

Additionally, Twitter’s move to exclude links, images, gifs, and videos from the character count, combined with the 280-character limit, gives businesses greater flexibility in crafting tweets.

Use the Extra Space Wisely

Even with the added character allowance, marketers should exercise caution and not abandon best practices honed during the 140-character era. Resist the temptation to overload tweets with unnecessary hashtags or filler content. The principle of “less is more” remains relevant.

While longer tweets might stand out initially, it’s likely that users will adjust and the novelty will wear off. Including high-quality images or videos remains a proven method to increase engagement. After all, a picture still paints a thousand words.

One area where the 280-character limit could genuinely enhance business communications is customer service. Many companies already use Twitter to respond to customer queries, and the additional space allows for more informative and supportive replies within the public timeline. This can foster customer loyalty and demonstrate transparency when managed effectively.