As of early 2026, social media algorithms prioritise ‘engagement density’ – meaning how quickly a post captures attention and encourages interaction – over simple character counts. Current systems include advanced AI analysing dwell time, completion rates of videos, and the ratio of comments to views to determine post performance.
- Platform-Specific Optimisation: Meta (Facebook & Instagram) now features a ‘Relevance Score Predictor’ within Business Suite, suggesting optimal lengths based on your audience’s historical data.
- X (formerly Twitter) prioritises concise, impactful statements – generally under 200 characters for maximum reach, though threads are still effective for longer-form content.
- LinkedIn favours professional, thought-leadership pieces; posts between 1,300-2,000 characters consistently perform well, particularly when including relevant hashtags.
- TikTok continues to favour short-form video, with the sweet spot remaining between 7-15 seconds, though longer, highly engaging content is increasingly rewarded.
In 2026, Australian businesses must also consider the ACCC’s increased scrutiny of algorithmic transparency. Ensuring your content is genuinely engaging, rather than relying on ‘hacky’ length optimisation, is crucial for maintaining organic reach and avoiding potential penalties. Furthermore, Australian audiences respond strongly to authentic, locally-relevant content, so personalisation is key.
Instead of navigating these complex algorithmic shifts and compliance requirements yourself, let ROI.com.au handle your social media strategy. We can take care of all this for you. Contact our team today to discuss how we can optimise your social media presence for maximum impact.
