Just when you’re finally starting to feel comfortable creating content in 140 characters (the length of a tweet, of course) comes a new study that indicates that you’d better shorten your message even more.

According to Buddy Media, tweets containing fewer than 100 characters increase “engagement”—which the study defines as replies and retweets—by 17%.

It’s all part of a larger trend, of course: Social media, smart phones, instant messaging and other experiences have made us all want our information bite-sized.

Consider these facts:

  • Over the past decade, the average attention span has dropped from 12 minutes to 5 minutes. (More facts)
  • The average office worker checks email 30 to 40 times an hour. 
  • All online content is becoming incredibly brief. For example, BBC News’ headlines are (generally) five words or fewer : "US storm woe endures for millions." "Eurozone unemployment up again." "Expedition seeks Earhart answers."

It all comes down to this: No matter how much you’ve shortened your content, you probably need to cut even more, so you can get your message across as quickly as possible.

Oops, my five minutes are up, so gotta go. See you later!

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