In September, when Twitter has started to test the doubled character count, there were only 5% of tweets which have exceeded it’s 140 character count.
It’s official! Twitter is not doubling it’s character count to 280!
After testing it’s extended tweet character count from 140 to 280, just less than 2 months ago. Twitter is now allowing all it’s users to use the new length this coming Tuesday. This new character count applies to all languages except for Korean, Chinese & Japanese since space would be less of an issue.
As an advertiser, you won’t be able just as yet to use the new maximum count for your ads done through Twitter’s self served platform. However, you will be able to tweet 280 characters as an organic tweet then run it as a promoted tweet. A spokesperson from Twitter said, the support for the maximum character count for Twitter ads should be rolling out in the next coming months.
The decision to officially roll out the 280 character count was because it didn’t make much of a difference (Not a negative one at least) The worry they had about extending it’s length was making people feel like looking at twitter feeds as reading novels. But that was not the case.
Those who were in the the test group for Twitter were able to tweet longer than it’s 140 count, barely did so. Of all the tweets that were published by those in the test group when Twitter began it’s beta to 280 max in September, only 5% exceeded the 140 limit & 2% topped at only 190. “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,” Twitter product manager Aliza Rosen wrote in a company blog post published on Tuesday.
Twitter originally opted to test the extended 280 character count in order to take the edge off people’s frustration when they have reached the 140 limit & then forced to edit the tweet. Editing would be a good thing to some users, but as for Twitter, not turning off new users is a better thing, suppressing its declining ad business and reverting to stagnating user growth.
According to twitter, they have notice a less instances when they people are forced to edit tweet due to the length. 9% of tweets written in english under the the 140 limit hit the cap. But when under the 280 limit, that percentage dropped to 1.