Short answer
Not really. What mattered most was whether a post had any text: posts with no text drew about 42% fewer interactions than posts of 101 to 200 characters. Among posts with text, engagement was U-shaped but mostly flat.
What the evidence shows
- The study uses 856,220 Facebook posts by 112 party and 74 party leader pages in 20 European countries, 2010 to 2020.
- The median post had 85 characters of text in 2010 and 252 in 2020.
- Comparing posts by the same page and of the same type from June 2015, very short posts (1 to 50 characters) drew about 11% more interactions and the longest (more than 800) about 20% more.
- The longest posts drew about 58% more shares, 35% more comments and 15% more likes and reactions.
- Pages that wrote longer posts on average did not draw more engagement.
Caveats
These are associations: pages choose how much to write. The steeper pattern before 2015 coincides with a break in data capture.