Trying to craft the perfect Tweet? Not sure how many hashtags it takes to improve your post’s engagement on Instagram? Stumped on how many characters you can add in a Facebook Ad headline? Questions like these plague social media marketers every day as you strive to share the best content possible.

It seems like social media character limits are constantly changing, so it can be difficult to keep up. At the same time, knowing the ideal length of a Tweet, Facebook post or Instagram caption may improve the likelihood that people will read or engage with it.

In order to make your life a little easier, we’ve put together a complete guide with the character length limits for all the major social networks.

We’ve also pulled information from several different studies and sources to find the ideal character limits for each network.

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Social Media Character Counter

Want to know if your Tweets, Facebook posts, LinkedIn Updates or Instagram captions are too long or too short? Enter your copy into our social media character counter below and see your results in real time.

For more information on ideal character lengths of specific networks, read on below. Or jump to the network you’re interested in:


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Facebook Character Limits

When you post on Facebook, you’re competing with thousands of other brands for your audience’s attention. Not only that, but the amount of attention your audience has available to give you is limited. Oh yeah, and let’s not forget the fact that organic reach on Facebook has dropped dramatically for brands over the years.

organic reach drop


With all of this going against you, brands needs to do whatever they can to stand out and grab their audience’s attention. A simple and effective way to do that is to make sure you’re using the ideal character length in your status updates. Make it too short, and you risk getting overlooked. Go too long and you might reach the Facebook character limit.

So what’s the sweet spot for the length of a Facebook post? According to most of the info out there, shorter Facebook status updates outperform longer ones. Take a more in-depth look below.

Ideal Length of a Facebook Update: 40-80 Characters

Posts that contain 40 characters or less earn 86% more engagement. A study from Jeff Bullas found similar results, including that Facebook posts with 80 characters or less receive 88% more engagement.

The key is to keep your posts short and concise. Longer posts also get cut off in a user’s feed, which forces them to expand the text if they want to read the full story. And as we mentioned, it’s more difficult than ever to get your audience’s attention on Facebook. The easier it is for them to see your message, the stronger your chances of getting them to bite.

Ideal Length of a Facebook Ad Headline: 5 Words

Adspresso examined over 37,000 Facebook Ads to find common trends in what brands were doing. One area they looked at was the average length of Facebook Ads headlines.

number of words in facebook ad headline

Since the goal of Facebook Ads is to drive people to take action, it’s not too surprising that most brands opt to go shorter. Plus, shorter headlines look better visually.

If your headline is too long, Facebook will cut it off and show an ellipses.

Ideal Length of Facebook Ad Body Text: 14 Words

Adspresso also looked at the average length of Facebook Ads post text. This is the smaller bit of copy that shows up just above your image/video.

The data showed most brands use 14 words or less.

average number of words in Facebook Ads text

Ideal Length of Facebook Ads Link Descriptions: 18 Words

The ad description text is what shows up right underneath your headline.

By default, Facebook will pull in meta data from the page your ad links to. But that text might not always be as compelling as you’d want for an ad. Luckily, you can replace it with custom text. But how many characters should you include?

Adspresso found the preferred length of the link descriptions for Facebook Ads to be 18 words.

facebook ads description text average word count

Your description just needs to be long enough to describe where you’re sending people or to add a little more context around your offer. The purpose of your ad is to drive people to a landing page. Try to get to the point as quickly as possible and compel them to take action.

Facebook Maximum Character Lengths

We’ve gone over the average and ideal character lengths for Facebook. But what about the maximums? Even though Facebook posts can get pretty lengthy, there are limits. Here are Facebook’s character limits for ads, posts and more:

  • Facebook post character limit: 63,206 characters
  • Facebook username character limit: 50 characters
  • Facebook Page Description: 155 Characters
  • Facebook Comments: 8,000 Characters

Facebook ad formats can vary considerably, ranging from video to messenger to carousel formats. Find the guidelines for media sizes and text lengths in our always-updated guide to Facebook ad sizes!

Twitter Character Limits

For years, Twitter has had a 140 character limit. However, in 2017, the network increased the limit to 280 characters. In this section, we’ll go over everything you need to know about Twitter character counts and how to make your Tweets the ideal length.

Ideal Length of a Tweet: 71-100 Characters

If you’re thinking to yourself, “71-100 characters is really short,” you’re right. Getting your Tweets down to under 100 characters can be challenging at first, but the positive side is it forces you to be concise. Being succinct and clear is key for Twitter since it moves so quickly. You often only have seconds to catch your audience’s attention.

According to data from Buddy Media, Tweets with 100 characters get 17% higher engagement rates than longer Tweets.

Twitter Maximum Character Lengths

All your Tweets won’t fall within that ideal length, and that’s perfectly fine. But on the other hand, you also have to be careful to avoid going above the maximums. There’s nothing worse than writing out the perfect Tweet, only to realize you’re at 153 characters and have to cut it down.

Here’s a look at the maximum word count and character limits on Twitter:

  • Maximum Tweet length: 280 characters
  • DMs: 10,000 characters
  • Twitter Handle maximum length: 15 characters
  • Twitter profile name maximum length: 20

In order to help users feel a little less restricted, Twitter made changes that allow you to fit more text in a Tweet. The following is not included in the 280 character limit:

  • Handles at the beginning of a reply don’t count toward your 280 characters.
  • DM Deep Links don’t count toward your character limit.
  • Images don’t count toward your 280 characters.

You can save yourself some frustration and avoid making your Tweets too long by using our Twitter character counter tool above.

Instagram Character Limits

If you’re like most brands, you may have never even thought of character limits on Instagram. After all, if you read through captions of the top brands, you’ll notice they tend to run on the shorter side.

However, you don’t have an unlimited number of characters at your disposal. Let’s take a look at the ideal character lengths on Instagram.

Ideal Length of Instagram Captions: 138-150 Characters

If you want to maximize engagement on your Instagram posts, stick to 138-150 characters in your captions. While the star of your posts will be the photos and videos, captions provide context and can compel people to engage with you. So you want to do everything you can to make your captions as great as possible.

Ideal Length of Instagram Ads Captions: 125 Characters

Facebook recommends capping your captions for Instagram Ads at 125 characters. That’s enough so that the text doesn’t get truncated, and shows up fully on smaller screen sizes.

Ideal Number of Hashtags for Instagram Captions: 5-10

Hashtags are one of the best ways to get your posts seen and grow your audience. Marketers are aware of this, and sometimes resort to stuffing 20+ hashtags into a single post in hopes of getting more visibility.

However, filling your captions with as may hashtags as possible doesn’t guarantee results. In fact, it may even backfire by getting your account shadow banned.

Shadow banning is when posts from your account stop showing up in searches for specific hashtags on Instagram. It can happen for a few reasons, but one of the most common is overusing the same hashtag in multiple posts.

So if you’re using the same 20+ hashtags in all your captions, you’re potentially putting your content’s visibility at risk. Play it safe by sticking to the recommended range and varying up the hashtags you use.

In addition to exposing your brand to a shadow ban, Track Maven found that engagement rates start to drop once you go beyond 10 hashtags as well. Which is just even more of a reason to stay within the recommended number of hashtags in an Instagram post.

number of hashtags on instagram

Ideal Number of Characters in an Instagram Hashtag: 24 or less

Track Maven also looked at the ideal number of characters in an Instagram hashtag. According to their data, you should stick to hashtags less than 24 characters long. After that, engagement starts to drop significantly.

average instagram hashtag length

Instagram Maximum Character Lengths

Instagram captions can be longer than most marketers realize, but there is a limit. There’s also a limit to how many hashtags you can use. So before you rush off to cram your captions with 50 hashtags and your life story, take a look at Instagram’s maximum character limits:

  • Instagram caption character limit: 2,200 characters
  • Instagram hashtag limit: 30 hashtags
  • Instagram bio character limit: 150 characters
  • Instagram username character limit: 30 characters

Although you have up to 2,200 characters in your Instagram captions, it will get truncated after 125. So for longer captions, make sure your most important information appears first. Leave any @mentions or hashtags for the end, or even consider adding them as a comment to your post.

The maximum character length for captions in Instagram Ads is the same as a regular post—2,200 characters. For more specifications, check out our always-updated guide to Instagram ad sizes for all the media specs.

LinkedIn Character Limits

LinkedIn isn’t immune to character limits. Your headline, position and other aspects of your LinkedIn profile all have limits. Whether you’re on LinkedIn with a business or personal account, get to know the characters limits below.

Ideal Number of Characters in a LinkedIn Status Update: 50-100 Characters

LinkedIn is different from other platforms like Twitter, Facebook and Instagram, in that it’s not as visual. When you take a look at status updates on LinkedIn, you’ll notice most consist of a headline and a link to an article.

So it’s not too surprising that the ideal length of a LinkedIn status update is under 100 characters.

LinkedIn Maximum Character Lengths

There are several places you can enter text on LinkedIn, and each has its own character limit. Here’s a list to help you stay below the maximums:

  • Company update: 700 characters
  • Company name: 100 characters
  • About us/Summary: 2,000 characters
  • Page name: 50 characters
  • Company leaders headline: 150 characters
  • Company leaders description: 150 characters
  • Employee testimonials: 400 characters
  • Custom module title: 150 characters
  • Custom module body: 500 characters
  • Custom module URL label: 70 characters
  • First name: 20 characters
  • Last name: 40 characters
  • Recommendation: 3,000 characters
  • LinkedIn Publishing post headline: 150 characters
  • LinkedIn Publishing content length: ~120,000 characters *

* We tried to test LinkedIn Publishing’s character limit for articles, and couldn’t find a definitive number of maximum characters or words. It looks like at around 120,000 characters is when LinkedIn will cut you off.

You’ll know you’ve gone too far when you get an error message like this and you’ll be unable to publish.

LinkedIn Publishing Error

Pinterest Character Limits

When you think of limits on Pinterest, you probably imagine limits on the amount of pins and boards you can have (we’ll include those as well). However, there are also limits to the text areas.

  • Maximum number of Pinterest boards: 500
  • Maximum number of Pins: 200,000 (including secret Pins and Pins on group boards you didn’t create)
  • Pinterest profile name: 20 characters
  • Pinterest bio: 160 characters
  • Pinterest username: 15 characters
  • Pinterest board name: 100 characters
  • Pinterest board description: 500 characters
  • Pin description: 500 characters

There are a couple things you should be aware of with these character limits.

For one, technically your profile name can be longer than 20 characters will be truncated by an ellipsis. Also, while your board name can be up to 100 characters, anything over 17 characters may not be visible.

YouTube Character Limits

Although YouTube is all about video, it does have some character limits for the text fields.

  • Video title: 70 characters
  • YouTube description: 5,000 characters
  • Playlist titles: 60 characters
  • YouTube tags: 30 characters per tag, 500 characters total

While your videos need to be the highlight of your channel, YouTube is still a search engine. As a result, it relies on text to organize and rank content. Not only that, but your video title, descriptions and playlist titles need to be intriguing enough to get people to click.

Use titles and descriptions that are within YouTube’s character limits in order to get your content found and to compel people to engage.

One Last Word About Social Media Character Counts

The “ideal” number of characters for your social media posts are suggestions. Your followers might respond better to longer or shorter text. You have to experiment in order to find out what resonates the most with your audience.

At the same time, you do need to stay underneath the maximum character lengths. While these may change from time to time, knowing what they are (especially character limits for posts) will save you the time and effort of rewriting your copy to fit a Tweet, Facebook post or Instagram caption.

If you want to play it safe, use our handy social media character counter tool to test your copy before going live.