- The issue with Twitter is that it was built on the assumption that tweets would be short and sweet (well, sweet is debatable) and so readily ingested.
- In reality, while a Tweet can be up to 280 characters, the typical tweet is only 33 characters long. Meanwhile, the average YouTube video is roughly 12 minutes long—and that doesn't include the hours spent filming and editing video content.
- In fact, out of all the major social networks, Twitter has one of the lowest engagement rates. On Twitter, a good engagement rate is regarded to be between 0.02 and 0.09 percent.