Your school has a powerful story—but you’ve only got seconds to tell it. In today’s attention economy, both parents and students are skimming more and reading less. According to a Microsoft study, the average human attention span has dropped to just 8 seconds. That’s less time than it takes to say “extracurriculars.”
For small marketing teams juggling open houses, enrollment drives, and social media, long-winded content just isn’t effective anymore.
Quick reads—short blog posts, scannable newsletters, or bite-sized videos—are essential to catch and keep your audience’s interest. They don’t just save time; they make your message stick. Imagine your school’s value communicated in a single scroll.
Simpler, faster content = stronger engagement, more inquiries, and a bigger impact. In short: Less is more.
The definition of short.
FYI, estimated word count and reading times for the kinds of written communication you send every day:
Short Email (150 words)
Parents ~38 seconds | Grade 6 Students ~49 seconds
Standard Newsletter (600 words)
Parents ~2.5 minutes | Grade 6 Students ~3.2 minutes
Longer Letter or Report (1,000 words)
Parents ~4.2 minutes | Grade 6 Students ~5.4 minutes
Estimated ideal length for the kinds of marketing communications utilized to assist in enrollment efforts, brand awareness, and event promotion:
Social Media Posts
Facebook
Ideal Length 40–80 characters.
Reading Time Approximately 15 seconds.
Best Practice Shorter posts tend to receive more engagement.
Instagram
Ideal Length Captions under 125 characters.
Reading Time Around 15 seconds.
Best Practice Keep captions concise to ensure they are fully visible without truncation.
Twitter/X
Ideal Length 71–100 characters.
Reading Time Approximately 10 seconds.
Best Practice Be succinct and direct to capture attention quickly.
Video Content
Short-Form Videos (e.g., Instagram Reels, TikTok)
Ideal Length 15–60 seconds.
Best Practice Aim for videos under 30 seconds to maximize engagement.
Informational Videos (e.g., school tours, updates)
Ideal Length 1–2 minutes.
Best Practice Keep videos concise to maintain viewer interest.
Implications for all of your school’s communications given these reading speeds, it's beneficial to:
Keep communications concise Aim for brevity to respect the reader's time.
Use clear formatting Bullet points and headings can make content more digestible.
Highlight key information early Ensure that essential details are presented at the beginning.
Context is key What, Who, and Where = Goal, Audience, and Platform to earn the intended outcome.
Words matter Now is the time for smart copywriting. Inspire curiosity with a great hook.
AI can help Learn the right prompts for editing for brevity.
Quick reads—think snackable blogs, carousels, bullet points, reels—are not a trend. They’re survival tactics for brands and creators trying to hold attention. This shift isn’t just about format, it’s about empathy. Respecting your audience’s time builds trust and keeps them coming back. The payoff? Higher engagement, better retention, and improved conversions.
Whether you're a marketer, educator, or startup founder, brevity is your new superpower. So the next time you write content, ask: Can this be said more simply? If so, it probably should be.
Should you be inclined to read more (some of us are), here are the sources for the data found in the article:
- Hootsuite Ideal Length of Social Media Posts
- Buffer The Ideal Length for All Online Content
- Sprout Social Short-form vs. Long-form Video Length for Social Media
- Lifewire Short-form Video Marketing