When Twitter extended its tweet length to 280 characters from its traditional span of 140 characters, most digital marketers and social media experts over the world apprehended that this extended form will repel users from reading the entire tweet. They were more likely to simply gloss over elongated tweets and engage only with the smaller ones that toed the previous length of 140 characters or lesser.
Digital marketers have a lot of heart to take from a research conducted on these lines by Manchester Metropolitan University and the digital marketing firm, theEword. According to the findings of this research, people were certainly not repelled by the extended length of the tweets. On the contrary, they were willing to spend an additional time of 0.5 seconds to read the entire tweet!
Moreover, if the tweet contained an interesting image or GIF, they were willing to devote about 0.7 seconds extra for that particular tweet.
If you are interested in finding out how the research was conducted, let us just give you some idea. The University researchers used static and mobile eye trackers on responders to study how much time they spent in reading the tweets. The trackers are able to capture quick and rapid eye movements, so they were able to pick up how users were responding to tweets and consuming messages on Twitter.
The research only corroborates what the CEO of Twitter, Jack Dorsey, said while launching the extended version of Twitter, that it would not hamper the experience of tweeting or how users responded or engaged with tweets.
Now digital marketers need not shy away from tweeting interesting messages or images out of fear that the tweet might get too long. If you can keep it interesting and insightful, it will make an impact.