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The Internet Is a Zoo: The Ideal Length of Everything Online

Have you ever woken up in cold sweat in the middle of the night wondering exactly how many characters long a tweet should be to get the most engagement, or how many words long a blog post should be so that it actually gets read?

Ok, that may just be me, but knowing exactly how many characters a Facebook post should be or what the ideal subject line length is should be endlessly fascinating (and useful) information to most people who are active on social media.

So, to make all this data digestible and easy to understand, we partnered with our awesome friends over at Buffer to produce an infographic that shows the optimal length of pretty much everything on the internet. To snag a PDF version of the infographic, download it here. Check it out below!


For a more in depth, well-researched look at Buffer’s findings, make your way over to the Buffer blog. Buffer is the best tool out there for social media management – seriously, check them out.

The Internet Is a Zoo: The Printable Companion Infographic

Love the information that’s in the above infographic but want it in a form that’s a little more printer-friendly? No worries, we’ve got you covered. The ideal length companion infographic was made to be printed and hung up on your fridge, taped on the wall next your desk at work, or put in a picture frame and placed on your bedside table (we won’t judge). To download the PDF, head on over here.






  • ohiomary

    Love This! Thanks.

  • Per Englund

    What’s the ideal length of infographics?

    • Jon Whitbeck

      At first I thought this was tongue in cheek, but it’s worth considering. For example, if you share a lengthy infographic on a Facebook Page, it may not be legible, since there are limitations on magnifying it.

      • Per Englund

        It was a bit tongue in cheek response, but it is born in a genuine question I guess. As there are many infographics failing to convert on one of its main purposes of visualising the message more clearly than through simple text.
        Whether too long, too generic, etc.

        • Jon Whitbeck

          Very true. I don’t care for infographics that are light on instructive graphics and heavy on text. Goes against the whole concept of an infographic. 🙂 It requires skill and expertise to craft and execute one well.

  • Tiffany

    This is great!!

  • Mike Madarasz

    Mark, interesting but, like most things in social, shouldn’t most of this be considered on a case-by-case basis? I think it’s tough to apply blanket statements across the board. Especially if you look at some of these variables in a more three dimensional way. For example, if you adhere to the “optimal length” for a blog title, are you leaving out keywords for SEO?

    • Jon Whitbeck

      Agreed, but the title of the post / infographic is “ideal length”. Ideal doesn’t fit all situations. Still, you bring up a good point.

  • Jon Whitbeck

    Very detailed and informative post! Like that there is a PDF version of the infographic. The focus is on length, but I still wish some details about format or structure were included. (For example, more effective headline structure.) Perhaps that’s a different infographic or post, though. Great job! Also like the zoo theme. 🙂

  • Miachel | spiced curiosity

    Super helpful! Thanks for sharing.

  • rm29303

    Terrific information! Thanks so much!

  • Neil Parekh

    For Facebook posts, is it really 40 *characters* and not *40* words?

    • jacobsumall


  • antonella

    61 slides??? are you sure?

  • Jacques Bouchard

    The ideal length for alt text is 16 words – Google won’t index more.

  • Xen Chia

    Very helpful information. I hope you can continue to track these measurements to see if it changes over time.

  • desi

    Thank you! This is really helpful – love the printable zoo 😉

  • lksugarman

    This is fascinating. Literally, read a report yesterday from another source that had very different results., e.g. ideal tweet length 110-120 characters. Thanks so much for the information and the beautiful infographic.

    • jacobsumall

      Thanks for the comment. These are meant to be used as a rule of thumb. It’s also best to test what works for yourself and stick to that. 🙂

  • Mahadewi Sugiastuti Shaleh

    I find it helpful and fun. Thanks 🙂

  • Right Wired

    Nice work on this one guys.

    I can’t believe I missed it.

  • Estelle Macdonald

    Bright,clear easy to apply..Bravo on this and im jumping onto your site Bravo!!

  • Binaebi

    What is the ideal length for a button?

  • eBaulaTravel

    One-stop shop…this is very helpful.

  • Lemming Overlord

    Can you add some additional info on the impact of infographics, video and pictures/images/photos/bitmaps on some of these “online content types”?
    Something like: “On FB, posts with images have 50% more engagement than imageless posts with the same amount of text”. I know it’s beyond the scope of the article, but it would be interesting nonetheless.