Language and spelling
Q - What English do we use?
We use American English for all official website and application content. Our grammar rules are based on the Chicago Manual of Style (CMOS).
Q - Where can I find general grammar rules?
A - Our grammar rules are based on the Chicago Manual of Style. For any inquiries, please contact the Content team.
Q - What capitalization style do we use?
A - We use sentence case: The first letter is uppercase and what follows is lowercase, except for proper nouns and acronyms.
Q - Which font should I use?
A - We use ALS Hauss bold for headings, slogans and other freestanding sentences in printing and other corporate materials. We use ALS Hauss regular/light for body text. For more details on branding requirements, consult the Constructor Group branding book.
Length and word count: From marketing materials to long pieces and videos
| Web publications |
| Headline | 6-8 words – optimal
As a rule, aim for less than 100 characters. Make every word count. |
| Paragraph | Aim for 70-word paragraphs |
| Line length | 50-75 characters |
| Blog post | Max. 7 min. read – 1,600 words |
| News articles | Approx. 500-800 words |
| Social media |
| Facebook - Organic | 40-80 characters |
| Facebook – Paid | Headline = up to 5 words
Ad text = up to 19 words
Link description = 13 words |
| Facebook – Video | Up to 1 min. for videos
Up to 20 sec. for stories |
| Instagram – Organic | Caption length: 138 to 150 characters |
| Instagram – Paid | 125 characters or less |
| Instagram – Video | 15 seconds or less |
| Instagram – Hashtags | 3-5 per post Less than 24 characters each |
| Instagram stories | 7 to 15 seconds |
| Instagram reels | 7 to 15 seconds |
| LinkedIn – Organic & paid | 25 words or less (or 140 characters before the “See more” button appears) |
| LinkedIn – Articles | 1,900 – 2,000 words; ideal limit for titles is 40-49 characters |
| LinkedIn – Videos | For brand awareness and brand consideration, less than 30 seconds
Upper-funnel marketing goals = 30 to 90 second video length |
| TikTok – Organic | 7 to 15 seconds |
| TikTok – Paid | 21 to 24 seconds |
| Twitter – Organic & paid | Aim for 70-100 characters |
| Twitter – Hashtags | 6 characters |
| YouTube – Video | 7 to 15 minutes |
| YouTube – Title | 70 characters |
| YouTube – Description | 157 characters |
| Email |
| Subject line | Aim for less than 50 characters; 28 to 39 characters optimal |
| Pre-headers | 40 to 100 characters |
| Copy length | 50 to 125 words |
| CTA | 2-5 words |
| Copywriting |
| Title tag | Aim for 55 characters; Over 60 characters, the title gets truncated. |
| Tri-fold brochure | Approx. 350 words |
| Digital ads | Guide to character limits |
