Platform-Specific Username Rules: Character Limits, Formats, and Restrictions

Every Platform Is Different

You've picked the perfect brand name — then discover it contains a character that's not allowed on one of your key platforms. Understanding each platform's username rules before finalizing your name prevents last-minute surprises.

Instagram

Rules

• Length: 1-30 characters
• Allowed characters: Letters, numbers, periods, underscores
• Case: Case-insensitive (BrandName = brandname)
• No spaces, hyphens, or special characters

Notes

• Usernames must be unique — no two accounts can have the same name
• Periods and underscores at the beginning/end may cause issues
• Display name (separate from username) allows more flexibility: up to 64 characters including spaces and emoji

Best Practice

Keep it short (under 15 characters), avoid periods and underscores if possible, and use only lowercase letters.

X (Twitter)

Rules

• Length: 1-15 characters
• Allowed characters: Letters, numbers, underscores
• Case: Case-insensitive
• No periods, hyphens, or special characters

Notes

• The 15-character limit is the most restrictive of any major platform
• Underscores are common in Twitter handles but can look cluttered
• Display name allows up to 50 characters

Best Practice

Twitter's 15-character limit should be your primary constraint when choosing a brand name. If your name doesn't fit in 15 characters (including a modifier like "get" or "hq"), reconsider.

TikTok

Rules

• Length: 2-24 characters
• Allowed characters: Letters, numbers, underscores, periods
• Case: Case-insensitive
• Usernames can only be changed every 30 days

Notes

• New accounts get assigned a random username (user12345678) that should be changed immediately
• Similar to Instagram in allowed characters
• TikTok is more lenient about releasing inactive usernames

Best Practice

Claim your TikTok handle early, even if you're not posting content yet. TikTok's algorithm favors early movers.

LinkedIn

Company Page URL Rules

• Format: linkedin.com/company/your-name
• Length: 3-100 characters
• Allowed characters: Letters, numbers, hyphens
• No underscores, periods, or special characters

Personal Profile URL Rules

• Format: linkedin.com/in/your-name
• Length: 3-100 characters
• Allowed characters: Letters, numbers, hyphens

Notes

• LinkedIn URLs allow hyphens but NOT underscores (opposite of Twitter)
• Company page URLs can be changed but only a limited number of times
• Display name is separate and follows your real name

Best Practice

Register your company page URL early. LinkedIn makes URL changes difficult.

YouTube

Rules

• Handle format: @username
• Length: 3-30 characters
• Allowed characters: Letters, numbers, underscores, hyphens, periods
• Must be unique

Notes

• YouTube handles (introduced 2022) are separate from channel names
• Custom URLs require 100+ subscribers and a 30-day-old channel
• Handles are the most flexible in terms of allowed characters

Best Practice

Claim your YouTube handle as soon as you create a channel, even before uploading.

Facebook (Business Pages)

Rules

• Custom URL format: facebook.com/yourname
• Length: 5-50 characters
• Allowed characters: Letters, numbers, periods
• Must have 25+ page likes to claim a custom URL

Notes

• Facebook page names and URLs are separate — you can have a longer page name with a shorter URL
• Changing your page URL is restricted to prevent abuse

Threads

Rules

• Uses your Instagram username automatically
• Same character rules as Instagram
• Cannot have a different username on Threads vs Instagram

Notes

• If you claim a name on Instagram, you automatically have it on Threads
• This is another reason to prioritize Instagram username selection

The Universal Username Strategy

Given all these different rules, your safest bet is the lowest common denominator:

• Lowercase letters and numbers only
• Under 15 characters (Twitter's limit)
• No periods, underscores, or hyphens
• Pronounceable and memorable

If your brand name meets these criteria, it will work everywhere.

Check All Platforms at Once

Don't test each platform manually. Use BrandScout to check your brand name's availability across all major social media platforms, plus domains and trademarks — in one search.