In September, we launched a test that expanded the 140 character limit so every person around the world could express themselves easily in a Tweet. Our goal was to make this possible while ensuring we keep the speed and brevity that makes Twitter, Twitter. Looking at all the data, we’re excited to share we’ve achieved this goal and are rolling the change out to all languages where cramming was an issue.*
During the first few days of the test many people Tweeted the full 280 limit because it was new and novel, but soon after behavior normalized (more on this below). We saw when people needed to use more than 140 characters, they Tweeted more easily and more often. But importantly, people Tweeted below 140 most of the time and the brevity of Twitter remained.
Easier to Tweet
Historically, 9% of Tweets in English hit the character limit. This reflects the challenge of fitting a thought into a Tweet, often resulting in lots of time spent editing and even at times abandoning Tweets before sending. With the expanded character count, this problem was massively reduced – that number dropped to only 1% of Tweets running up against the limit. Since we saw Tweets hit the character limit less often, we believe people spent less time editing their Tweets in the composer. This shows that more space makes it easier for people to fit thoughts in a Tweet, so they could say what they want to say, and send Tweets faster than before. You can see this happening in the graph below.
Keeping Twitter’s brevity
We – and many of you – were concerned that timelines may fill up with 280 character Tweets, and people with the new limit would always use up the whole space. But that didn’t happen. Only 5% of Tweets sent were longer than 140 characters and only 2% were over 190 characters. As a result, your timeline reading experience should not substantially change, you’ll still see about the same amount of Tweets in your timeline. For reference, in the timeline, Tweets with an image or poll usually take up more space than a 190 character Tweet.
It’s worth emphasizing again that people in the test got very excited about the extra space in the beginning and many Tweets went way beyond 140. People did silly (creative!) things like writing just a few characters per line to make their Tweets extra large. It was a temporary effect and didn’t last long. We expect to see some of this novelty effect spike again with this week’s launch and expect it to resume to normal behavior soon after.
In addition to more Tweeting, people who had more room to Tweet received more engagement (Likes, Retweets, @mentions), got more followers, and spent more time on Twitter. People in the experiment told us that a higher character limit made them feel more satisfied with how they expressed themselves on Twitter, their ability to find good content, and Twitter overall.
We are making this change after listening and observing a problem our global community was having (it wasn’t easy enough to Tweet!), studying data to understand how we could improve, trying it out, and listening to your feedback. We’ll continue listening and working to make Twitter easier for everyone while making sure we keep what you love.
*Japanese, Korean, and Chinese will continue to have 140 characters because cramming is not an issue in these languages. In fact, these languages have always been able to say more with their Tweets because of the density of their writing systems. We shared more about this thinking and our research here.
**On this graph, there is a small bump in the red line (which represents the group with 280 characters) at 140 because these people were also using older Twitter clients which didn’t have the ability to send longer Tweets, so they continued to hit the 140 character limit. This graph is for English-only Tweets.
Did someone say … cookies?