Social — Reference
The ideal length for social media posts.
Character limits for every major platform, how much people actually see before "more," and how long your posts should really be.
Quick answer
- The first line matters most — most platforms only show the opening 100–200 characters.
- Short wins on fast feeds (X, Facebook, Threads); longer, useful posts can work on LinkedIn and Instagram.
- Write as long as the idea needs, then cut — and put the point in the first sentence.
Character limits by platform
Limits change from time to time; these were current as of late 2026.
| Platform | Maximum | Shown before "more" |
|---|---|---|
| X (Twitter) | 280 characters (Premium: much longer) | About 280 |
| Over 60,000 characters | A few lines; short posts perform best | |
| Instagram caption | 2,200 characters | About 125 |
| LinkedIn post | 3,000 characters | About 210 on desktop, 140 on mobile |
| TikTok caption | Several thousand characters | About 80–100 |
| Threads | 500 characters | Most of the post |
| YouTube title | 100 characters | About 60–70 in search |
| YouTube description | 5,000 characters | About 150 |
Write the hook first
On every platform, the opening line decides whether anyone taps "more." Lead with the payoff — a number, a result, a question, or a strong opinion — and save context for after the cut. If your first sentence could stand alone as the whole post, it's a good hook.
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How long should posts be on each platform?
X and Threads
Short and sharp. One idea per post; use a thread for anything longer.
Brief posts with a clear image or video tend to do best. Keep the message above the fold.
The visual does the work. A strong first line, then as much detail as is genuinely useful — longer captions work for tips and stories.
Longer posts can perform well when they teach something. Front-load the insight, use short paragraphs and white space.
TikTok and YouTube
Captions and descriptions support the video. Put keywords people search for in the first line and title — both platforms work like search engines.
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Frequently asked questions
Do hashtags count toward the character limit?
Yes — hashtags, mentions and links all count. Use a few relevant hashtags rather than a long list.
Do links count on X?
Links are shortened and count as a fixed number of characters, no matter how long the original URL is.
Is shorter always better?
No. Short wins attention in fast feeds, but useful long posts can outperform on LinkedIn and Instagram. Test both with your audience.