Be brief. Headlines and titles should be written in sentence format. Capitalize only the first word and proper nouns. Titles should not have a period at the end unless there are multiple sentences. Paragraphs should not be longer than 6 lines on a desktop screen or 100 words. Ideally, they wouldn’t exceed 5 lines or 70 words. Shorter is better, especially as more and more readers come from mobile. Be as brief as possible when labeling a button or action. Use the most widely adopted terminology to reach the broadest audience. Be certain that terminology is consistent with our platform. For example, we use “Log in”, and never “Sign in”. Be brief and human. Explain what’s actually happening in a non-technical, casual way. Error messages should be in complete sentence form, and should be brief and informative. Begin by apologizing (“Sorry”) where possible. Titles Content Actions Errors Voice · Writing for Reddit + resources 35 As a general rule, less is more. We conform to the Chicago Manual of Style, unless otherwise specified. For numbers, write out one through nine, 10 and above are numerical. Use only numeric characters when space is limited. Use serial commas everywhere. REDDIT BRAND GUIDELINES