Case: long captions cut reach 14% but raised saves 2x

Case: long captions cut reach 14% but raised saves 2x
A parenting account (58k) tested 35 posts under 50 words vs 35 over 200 words. Matched topics.
— Short captions: median reach 7,900, save rate 1.2%
— Long captions: median reach 6,790 (-14%), save rate 2.5%
— Profile-visit rate from long captions: +33%
Long-form traded top-of-funnel reach for deeper-funnel intent.
So what: choose by goal — short for reach campaigns, long for conversion or list-building, not one default. (n=70 posts, 70-day window)