Unlike Twitter, where the magic number is 100 characters, a study by Buddy Media reports that, when posting on Facebook, the magic number that gets the most "likes" and comments is 40 characters. Reportedly, posts of that length receive "86% higher engagement than" bigger or smaller posts.
The 40-character group also represented the smallest statistical set in the study (only 5% of all posts qualified at this length), so best practices on Facebook also include the next most popular set: Posts with 80 characters or fewer received 66% higher engagement.
Many different studies over the years have confirmed that shorter posts are better on Facebook. One such study by BlitzLocal looked at nearly 120 billion Facebook impressions and found that performance tailed off as posts grew longer. Their particular data found significant advantages to question posts between 100 to 119 characters.
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