Determining the mood you want to express on social media is a crucial step in establishing your visual identity.
Your brand’s overall mood should be reflected on social media, but you may want to change it depending on the channel you’re using and the type of content users there are likely to anticipate. You should also keep in mind the limitations of each platform.
Build a style guide that includes the visual elements of brand. A style guide will help you keep your social media posts consistent, which is essential for your followers and others to recognize them.
Your style guide doesn’t have to be overly formal, but it should be easy to find, especially if multiple people will be designing for or posting to your brand’s social media accounts.
- Choose an appropriate color palette. Be mindful of how colors will affect moods or feelings.
- Remember to use the same typography elements that you use on your website.
- Keep it consistent. You want your social media graphics to match what people are used to seeing when they scroll through their feed, so you need a clear and cohesive visual style that matches the other aspects of your brand’s identity.
- Stick with a set style for all images that are in alignment with your brand – this makes them instantly recognizable as yours, don’t forget to include your logo, logomark, and tagline.
- Not every company can afford to hire a photographer. Stock photos may be a good substitute for original images, but don’t overuse them or use images that have already been used by a few hundred other brands.
Once you have your style guide ready, create or purchase templates for each social media channel you use (Twitter, Instagram, Facebook, Pinterest, TikTok, etc.). Each channel has its own set of requirements, and you can post slightly different types of content to each. keep the templates consistent in look and feel, so your content is recognizable across all channels.
Learn all that you can about the strength and limitations of each social media channel. Some are more suited to your brand and your audience than others.
Consistency is key.
Don’t forget to be social on social media. Respond to comments, like and share other brand’s postings, and they will reciprocate.
“When one of us shines, all of us shine” ~ Moira Rose, Schitts Creek
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