Twitter officially enables 280 -character limit for all accounts, including brands

Twitter is officially doubling its character count.

Less than two months after testing widening tweetsa maximum length to 280 characters, Twitter is enabling the new duration for all users on Tuesday. The new maximum are applicable in tweets in all languages except Chinese, Japanese and Korean, in which space is less of an issue.

Advertisers wonat yet be able to take advantage of the new length for ads created through Twitteras self-serve platform, but they will be able to post 280 -character-long organic tweets and operate those as Promoted Tweets, said a Twitter spokesperson. Support for 280 -character ads will roll out to Twitteras self-serve platform sometime ain the coming months, a the spokesman said.

The reason Twitter has quickly decided to officially adopt the 280 -character maximum is that it didnat make much of a difference, or at the least not a negative one. A fret people had about the extended length was that it would stimulate checking Twitter feel like paging through a Tolstoy novel. But that hasnat happened.

People in Twitteras test group who were allowed to tweet longer than 140 characters scarcely did so. Of all tweets published by the test group since Twitter began testing the 280 -character length in late September, 5 percentage surpassed the standard 140 -character limit and 2 percent topped 190 characters. aAs a result, your timeline reading experience should not substantially change, youall 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, a Twitter product manager Aliza Rosen wrote in a company blog post published on Tuesday.

Twitter originally opted to test the expanded character counting in order to alleviate peopleas frustration when they hit the 140 -character limit and were forced to edit themselves. Some might say that editing would be a good thing, but for Twitter, a good thing is not turning off new users, reverting to stagnating user growth and suppressing its declining ad business.

With the change, Twitter has seen that people run into fewer instances when they are forced to edit their tweets for length. Under the 140 -character limit, 9 percentage of English-written tweets hit the cap. However, under the 280 -character limit, that number dropped to 1 percent, according to Twitter.

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