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Stefanie Kir
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Silent but deadly.
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How Twitter’s New Character Limit Will Help Your Marketing

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Twitter has always loved its short character limit and, for the longest time, 140 characters has been the number that defines the social media platform.

Sometimes though, you add a photo or a link and the limit drops, and you find that 140 characters has turned into a meagre 116. Though this may not seem much, it could mean the difference between including an enticing, on-brand image and a link to your landing page, or not.

In the past week, Twitter has announced that it’s shifting to a model where images and links are not even counted against your Tweet length. This means you’ll get 140 characters, no matter what. It signals a shift in the social media network’s focus, as they start to give you a lot more room to show off your brand with a bang.

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What does all this mean for content marketing?

While on first glance the increase in writing space may seem tiny, the extended tweet length means you have a lot more room to express your brand’s story with compelling images, attracting and retaining your most valuable users yet. In fact, you’re able to add up to four images and still have all the space left in which to wow them with your well-crafted copy.

Images increase user engagement. When your audience hits upon coloured content in their timeline, they’re 80% more likely to stop scrolling and pay attention to your message. Your message stands out

When it comes to making a purchase, your audience will know who to turn to. Pictures mean we’re able to remember information a lot more easily – after three days, we’re able to remember 65% of information, compared with 10% of text. If your audience reads an enthusiastic Tweet about your product, they may not remember it later. But if they see a gorgeous visual they’re more likely to go back convert.

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Link away

As of yet, there’s no news whether there will be a cap on the number of links you include, similar to the four-image limit in Tweets. Although you don’t want to spam your readers with too many hyperlinks, the change means you’ll be able to drive traffic to your website much more efficiently, whether to your homepage or a topic-specific landing page on your site.

All this, and you have the entire 140 characters at your disposal to write some compelling copy to inspire your audience to click through to the link on show.

Why has this happened?

The change is long overdue, and it makes sense. In the wake of Twitter’s stagnating user growth – the number of users has only grown three per cent over the past four years – the micro-blogging service has been playing around with ways to attract more users.

It’s competing with Facebook (who, of course, holds the lion’s share of users), Instagram and Snapchat (who are both up-and-coming players in marketing). And what do these platforms have in common? Their highly visual nature.

It’s only natural that Twitter should want to adopt some of these strategies. And now, you’ll be able to benefit too, when the changes roll out in a couple of weeks.

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By Stefanie Kir


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