#280Characters: The Good, The Bad & The Ugly


It's been a week since Twitter rolled out the new 280 character count and as you can imagine the Twittersphere went mad with it's new-found freedom.

Implemented to give English speakers greater opportunity to express themselves, the change has been divisive. Some people are of the opinion that the key to Twitter's success is the fact that you have to keep it brief. Others are celebrating this change to be able to be more creative in their feeds.

Naturally lots of brands saw the opportunity to join the conversation. Some nailed it and some failed miserably. Here's our round-up of some of the great, the good and downright awful tweets from the week on Twitter.


Probably the winner with 341K Likes and overwhelmingly positive sentiment. With a clever use of emojis and space NASA totally nailed it with their #280character tweet.

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The Great

2. Yorkshire Tea

We love this fun take on the new character limit. It's cheeky, it's clever and uniquely Yorkshire Tea.

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The Good

3. QI Elves

What do you do when everyone else is jumping on the bandwagon? Go against the crowd if you're the QI Elves. The contrarians in the QI office used this clever quote to illustrate their distaste for the new limit. 

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The Clever

4. BBC Earth

Maybe not the most creative use of 280 characters but who doesn't love a cute animal emoji?

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The Emoji User

5. Sunsilk Haircare

Sunsillk were one of the more successful brands who used common punctuation to create a takeover image for their feed. This Rapunzel-esque hair tweet links up perfectly with their 'Long and Strong' tagline.

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The Creator

6. Edinburgh Leisure

A clever use of space, lists and emojis. Edinburgh Leisure got it right with this tweet highlighting all of the different activities they offer.

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The List Maker

7. TiCL

The Tree Council were thinking along the same lines as BBC Earth but with one big mistake. They misspelled the hashtag! The typo was used so frequently that it was actually trending alongside #280characters.

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The Bad

8. McDonalds

Repetitive, unimaginative and ultimately boring. It just goes to show you that it's not always the big brands who nail it when it comes to responding reactively.

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The Ugly

9. Sunshine Communications

We were pretty proud of our emoji streetscape. You can see all of the team dancing in the street to celebrate the new character limit.

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The Social Agency

We can't wait to see what other creative ways we can use this new freedom to help our clients grow their business.

What were some of your favourites? Tweet Us!

Isabella McClymont Photograph

Isabella McClymont

Account Manager