In 2012, experts were suggesting that this was the sweet spot because people could quickly read the post and share it, read a little, bookmark it and come back, or do whatever they were going to do next. From there, it evolved and people and search engines wanted more well-researched content with more in-depth sources. This leads to higher-quality content overall and boosts a brands image. Experts in the industry were saying in 2014 it should take seven minutes to read the post—that’s 1,700 words, thus leading to Snap’s accurate prediction about the best blog post length for 2015.