<b>The U-shaped curve of B2B post length</b>

<b>The U-shaped curve of B2B post length</b>

The question: are short posts better because attention is scarce, or do longer posts earn more dwell time and reach?

A length study binned posts by character count and plotted engagement-rate and dwell time against length. Method: binned medians across thousands of posts — descriptive, vulnerable to topic confounds.

Three findings:
— The relationship was U-shaped, not linear: very short posts and substantial long-form posts both outperformed the mushy middle.
— Mid-length posts (a few sentences of unremarkable observation) performed worst — too long to be punchy, too short to be substantive.
— Long posts won on dwell time; short posts won on share-rate. Different lengths optimized different signals.

Caveats: length correlates with topic and effort; cannot isolate length alone — treat as directional.

What it means for B2B: pick a side. Either a tight, quotable observation built to be shared, or a genuinely deep piece built to hold attention. The forgettable middle is where reach goes to die.

Bottom line: be short and sharp or long and deep. Avoid the medium-effort middle.