By now every growing e-commerce entity has figured out the critical role social media plays in their business. It’s become a household pastime; a venue for people from all demographics who are connecting with the world through computers and devices.

The opportunities for marketing and branding are rich. And increasingly, the picture has become much rosier. Research conducted in 2018 showed that social media users made their most recent purchase directly through Facebook and their eBay Daily Deals. Facebook ran away with the biggest share of the pie, with Instagram coming in a close second.

Yet there is a demographic often left in the dust; one thought to be unable – disabled, as it were – to use social media.
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That has changed. With technological developments in connectivity have come celebrated advances in bringing the Internet to people with varying degrees and types of disabilities. There are nearly 60 million of them in the U.S., and that number will grow as they age. They are players. They are shoppers. And they can be your best customers if given the chance.

It’s easy to get stuck following the same tactics in social media marketing, particularly if one strategy has been lucrative or has grown your business exponentially. Amazingly, though, many social media “gurus” continue with campaigns that aren’t bringing in revenue.
 
While it’s important to keep up-to-date with new strategies and evolving techniques, it’s also important to ditch so-called “best practices” that aren’t delivering. Sometimes, it’s what you don’t do that contributes as much to your success as what you do do.

​If you’ve been a copywriter for any length of time, you know the ongoing debate of what the ideal length of a sales letter should be. As long-time A-list copywriter Mark Ford notes, everyone purports to despise long copy, yet it has always consistently out-pulled and outsold short copy.
 
But what about social media posts? Is shorter copy is the ticket to higher sales?
 
Some say that copywriting has evolved—and social media is to thank (or blame) for it. But saying it has evolved is too broad a brush to paint this picture.
 
It’s more accurate to say that copywriting has expanded. Different media platforms may take center stage now, yet the same principles upon which advertising and marketing were built in the mid-20th century still apply.
 
So, in today’s social media-dominated world, how much is too much? Is it possible to optimize the length of a post to engage and convert readers? What’s the ideal length of a post to drive viral engagement that reaches as many people as possible?
 
As always, it’s up to you to find out what your unique audience wants and cares about. To know their pains and concerns so you can offer the best solution, service, or product for them.
 
Generally speaking, though, it depends on your forum. But to know for sure, you’re going to have to test and find out what works for you. Neither guessing nor being creative for the sake of it is going to cut it.