Here at NPR we’re always looking for different ways to improve our performance on Facebook. It’s one of NPR.org’s biggest drivers of traffic and one of the primary ways we engage with our audience. So recently we decided to take a look at one particular aspect of our Facebook posts – the length of our lead-in text.
NPR’s Facebook posts vary in length, from the very short to the incredibly long.We exported all of the link posts we published for the last 6 months, over 3,000 in all, and analyzed post performance across groups in 40-character increments. We chose groups of 40 because prior research in this area concluded that Facebook posts that were 40 characters or fewer performed best.