Social Media Design Strategies for Non-Designers
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You don't need expensive software - or even a designer - to design great social media content. Check out this presentation to learn how to create, design, and post awesome-looking visual content on LinkedIn, Facebook, Twitter, Pinterest, and Instagram.
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Social Media Design Strategies for Non-Designers
- 1. Social Media Design Strategies for Non-Designers Blaise Lucey Dir. of Product & Content Marketing @bitly #socialdesign Kevan Lee Dir. of Marketing @buffer
- 2. Agenda Why Design Is Critical For Social Social Design Cheat Sheets How To A/B Test Your Images Design Hacks For Every Major Channel
- 4. #socialdesign#socialdesign Why Design Is Critical For Social Visuals are processed 6000x faster than text. The average person remembers 80% of what they see vs. 20% of what they read. Or, to put it another way...
- 7. #socialdesign#socialdesign Photos are the most popular content... Source: Social Bakers
- 8. #socialdesign#socialdesign ...and get more engagement. Source: Social Bakers
- 9. #socialdesign#socialdesign A Day in the Life of Social 10,000,000,000 VIDEO VIEWS 300,000,000 PHOTOS 80,000,000 PHOTOS
- 11. #socialdesign#socialdesign Source: PicMonkey Photo - 1080px Profile - 180px
- 14. #socialdesign#socialdesign Profile Photo – 400 x 400 In-stream Photo - 440 x 220 Header Photo - 1500 x 500 Source: Sprout Social
- 15. #socialdesign#socialdesign Header Image - 974 x 330 Standard Logo - 60 x 60Profile Picture - 400 x 400 Banner Image - 646 x 220 Source: Sprout Social
- 17. #socialdesign#socialdesign The Tools PHOTOS DESIGN PRODUCTION
- 19. #socialdesign#socialdesign Blue colors get “likes” than red 24% more Source: Sprout Social Design Hacks: Instagram
- 20. #socialdesign#socialdesign Among millennials Don’t like ads. 84% Source: The McCarthy Group Design Hacks: Instagram
- 22. #socialdesign#socialdesign Photos with faces get More “likes.” 38% Source: Hootsuite Design Hacks: Instagram
- 24. #socialdesign#socialdesign Images with multiple, dominant colors receive more than 3 times the repins per image than those with a single dominant color. The Perfect Pinterest Photo
- 25. #socialdesign#socialdesign Pinterest images: Go tall Taller images are more repinnable. Choose a size of 736 x 1103 or taller.
- 27. #socialdesign#socialdesign For Facebook photos: Tell a story
- 28. #socialdesign#socialdesign Instagram -> Facebook Images posted to Facebook via Instagram receive almost 25% more engagement than natively published images.
- 31. #socialdesign#socialdesign Use quotes on images. “We found that if we added a quote or interesting fact to an image that more users would share it.” - Vox
- 33. #socialdesign#socialdesign Engage with multiple photos.
- 34. #socialdesign#socialdesign Take screenshots for each tweet.
- 35. #socialdesign#socialdesign Use GIFs! Using a GIF to thank Twitter users for sharing your content can lead to 1 in 4 of those thank you tweets resulting in a follow.
- 36. #socialdesign#socialdesign Design Hacks: LinkedIn Posting images has been shown to result in a 98% higher comment rate.
- 37. #socialdesign#socialdesign LinkedIn is key for homepages LinkedIn is the #1 social referral source for traffic to a site’s homepage.
- 39. #socialdesign#socialdesign Use rich media in your profile.
- 40. THANK YOU #socialdesign WANT TO LEARN MORE? bitly.com Want to learn more about advanced social strategies? Read our guide on paid social media marketing for every channel! bitly.is/paidsocialstrat Want to get started on social design? Try out Buffer’s Pablo design tool! https://pablo.buffer.com
Editor's Notes
- Hi everyone, Thanks for joining the webinar today. My name is Blaise Lucey. I’m the senior content strategist here at Bitly. Lately at Bity, we’ve been exploring omnichannel marketing and how brands can create a better customer experience by ensuring that messaging, marketing, and campaigns are always consistent. Today, we’re going to ask a really important question: “What the heck IS omnichannel?”
- 1. Why Design is Critical for Social (Bitly) 2. The Social Design Cheat Sheet (dimensions & requirements for each social channel) (Bitly) 3. How to A/B Test Your Different Posts (Bitly) 4. Design Hacks: Instagram (Bitly) 5. Design Hacks: Snapchat (Bitly) 6. Design Hacks: Pinterest (Buffer) 7. Design Hacks: Facebook (Buffer) 8. Design Hacks: Twitter (Buffer) 9. Design Hacks: LinkedIn (Buffer)
- The average person remembers about 80% of what they see versus 20% of what they read. Visuals are also processed 60,000 times faster than text. It’s no wonder visual social media is on the rise. Today’s fastest growing social media channels are visually based, with Tumblr, Pinterest and Instagram taking the lead. Visual content is 40% more likely to be shared on social than any other type of content. But despite it’s success, a lot of marketers still shy away from visual social because of challenges such as time, resources, and poor attribution. But visual social doesn’t have to be hard or time consuming.
- The average person remembers about 80% of what they see versus 20% of what they read. Visuals are also processed 60,000 times faster than text. It’s no wonder visual social media is on the rise. Today’s fastest growing social media channels are visually based, with Tumblr, Pinterest and Instagram taking the lead. Visual content is 40% more likely to be shared on social than any other type of content. But despite it’s success, a lot of marketers still shy away from visual social because of challenges such as time, resources, and poor attribution. But visual social doesn’t have to be hard or time consuming.
- The average person remembers about 80% of what they see versus 20% of what they read. Visuals are also processed 60,000 times faster than text. It’s no wonder visual social media is on the rise. Today’s fastest growing social media channels are visually based, with Tumblr, Pinterest and Instagram taking the lead. Visual content is 40% more likely to be shared on social than any other type of content. But despite it’s success, a lot of marketers still shy away from visual social because of challenges such as time, resources, and poor attribution. But visual social doesn’t have to be hard or time consuming.
- The average person remembers about 80% of what they see versus 20% of what they read. Visuals are also processed 60,000 times faster than text. It’s no wonder visual social media is on the rise. Today’s fastest growing social media channels are visually based, with Tumblr, Pinterest and Instagram taking the lead. Visual content is 40% more likely to be shared on social than any other type of content. But despite it’s success, a lot of marketers still shy away from visual social because of challenges such as time, resources, and poor attribution. But visual social doesn’t have to be hard or time consuming.
- http://www.socialbakers.com/blog/2149-photos-are-still-king-on-facebook
- http://www.socialbakers.com/blog/2149-photos-are-still-king-on-facebook
- http://www.socialbakers.com/blog/2149-photos-are-still-king-on-facebook
- When Instagram first started, the photos were 612 x 612 pixels, now with the most recent update they recommend posting photos that are 1080 pixels wide. This makes your photos look crisper on larger high-res screens. Profile photos are 180 x 180. A neat hack we like to use is taking photos with the full frame option on our phones instead of taking it in square format. This gives you more room to play around with cropping and adjusting the composition. You can slide the image around in the frame to add more or less negative space.
- The Facebook profile picture is 180 x 180, cover photo is 851 x 315. We love using Canva’s pre-sized photos for Facebook, but they also have them for a range of other social media channels.
- Profile images on Pinterest are 165 x 165 pixels. Pins in the feed are 735 pixels and adjusted to height. This gives a lot more flexibility here to play around with portrait photos (vertical images). But the recommended dimensions are 735 x 1102. Board covers are 217 x 147. The first thing followers and potential followers see when they land on your page are your board covers! Keep your followers engaged and boost your following by regularly refreshing these covers with new content that matches your aesthetic.
- On Twitter, JPG, GIF or PNG files work best. But we all know what Twitter’s favorite file format is: the GIF. Because sometimes there are just things that you need a little more than 140 characters to express. Last year, Twitter users shared over 100 million GIFs. Most recently, Twitter also released a GIF search in tweets and DMs which make it easier than ever to share these animated images. As for the optimal dimension sizes on Twitter, profile photos should be 400 x 400 pixels, the header image is 1500 x 500 and in-stream photo is 400 x 220 or a 2:1 ratio.
- You’d probably least expect this, but LinkedIn has the most versatile visual settings when it comes to a social media profile. Brand Pages can upload a banner image, an image that appears when a user visits your homepage and a hero image which is the banner that shows up on any additional tabbed pages you create. For example, if you have a career opportunities page, this banner would sit on top of that page. The dimensions for LinkedIn are: 1) The profile picture is 400 x 400, the standard logo is 400 x 400, the banner image, as mentioned before, is 646 x 220, the header image, which goes on your homepage is 974 x 330.
- So at the beginning we talked about how one of the biggest hurdles for marketers when creating visual content is tracking and measurement. Currently, 25% of marketers report poor measurement as a challenge. A lot of native dashboards in these social channels are either limited or make it challenging for marketers to export the data and see how customers engage across each channel. At Bitly, we’ve seen a lot of brands use Bitlinks to solve this problem. Since Bitly is a third-party analytics platform, users will add a Bitlink to their visual social campaigns and see the data automatically display in a comprehensive report in their Bitly dashboard. One brand, Social Quant, takes this further by testing their tweets with Bitlinks. In this case, Social Quant used Bitlinks to test the visuals and copy between these two tweets.
- So at the beginning we talked about how one of the biggest hurdles for marketers when creating visual content is tracking and measurement. Currently, 25% of marketers report poor measurement as a challenge. A lot of native dashboards in these social channels are either limited or make it challenging for marketers to export the data and see how customers engage across each channel. At Bitly, we’ve seen a lot of brands use Bitlinks to solve this problem. Since Bitly is a third-party analytics platform, users will add a Bitlink to their visual social campaigns and see the data automatically display in a comprehensive report in their Bitly dashboard. One brand, Social Quant, takes this further by testing their tweets with Bitlinks. In this case, Social Quant used Bitlinks to test the visuals and copy between these two tweets.
- Image gallery +
- Lots of color to make it pop with predominant colors
- Natural light and not stock photos
- Minimal and clean backgrounds
- Portraits
- Buffer - One of their most recent posts delves into the mindset of the user. Basically, you can boil down the Pinterest experience to a grid with four quadrants, set on axes of need and timeliness. The four quadrants: Just looking … Maybe I could … I’m narrowing it down … I know what I want … Nir Eyal, writing at Psychology Today, explains that Pinterest users need only to feel, not think, when pinning and sharing. For a company of its size, Pinterest’s users are creating content at an unprecedented pace. Unlike on Facebook and Twitter, where users have to actually think of new content to post, Pinterest is not about what is happening right now. Users are not prompted to think about “what are you doing?” In fact, they are not prompted to think at all, they are prompted to feel.
- Buffer - Paula Deen’s photo encompasses all eight of Curalate’s suggestions for creating a popular Pinterest image. Here are their five best practices, based on the images that get the most pins and repins. Use multiple, dominant colors. Images with multiple, dominant colors receive more than 3 times the repins per image than those with a single dominant color. Avoid human faces. Among images shared by brands, those without human faces are repinned 23 percent more often. Go with a spare background. Images made up of less than 30 percent background are repinned the most. Repins drop off by 4 times for images composed of 40 percent or more background. Choose red, orange, and brown instead of blue. These three colors outperform blue nearly 2:1 in repins. Maintain moderate light and color. Very light and very dark images are not repinned as often. The same is true for saturation. Images that are 50 percent saturated have four times more repins than images that are 100 percent saturated and 10 times more repins than images that are totally desaturated.
- Buffer - https://blog.bufferapp.com/pinterest-marketing-guide-tips
- Buffer
- Buffer - Everyone loves a good story. A recent study conducted by Adaptly, Facebook, and Refinery29, found that campaigns on Facebook that told a brand’s story—they call it “sequenced content” here—before asking people to buy something were far more effective than those that focused immediately on making the sale. 1. Share “behind the scenes” photos 2. Highlight your customers’ successes 3. Ask your customers to share their photos 4. Have your photos reflect current events 5. Showcase your successes 6. Showcase your work/product in creative ways 9. Share your history and milestones #tbt
- Buffer
- Buffer - If you’re looking for some inspiration on where to find great quotes, here are a few of our favorite places: Good Reads popular quotes Your Kindle highlights WikiQuote Pinterest search for quotes Fortune’s list of 100 inspiring quotes Inc’s list of 100 inspiring quotes
- Buffer - Here’s a brief overview of what Twitter found to be the most influential factors in being retweeted. twitter retweet study results The study looked at a set of thousands of verified users in the United States, analyzing over 2 million tweets. The final verdict from Twitter: Photos average a 35% boost in Retweets Videos get a 28% boost Quotes get a 19% boost in Retweets Including a number receives a 17% bump in Retweets Hashtags receive a 16% boost In reviewing this data, Clark Wimberly noticed the high numbers for photos and quotes—two areas that can be smushed together into one visual (see more ideas on this below). His takeaway: The logical conclusion? Any brand that’s tweeting should likely be tweeting images and quotes. Now, that isn’t law, but if it’s in the data, it’s worth experimenting with to see how it fits your own brand (or a brand you manage). There’s more evidence, too, that Twitter visuals are key for social media marketers.
- Buffer - Vox media—home of some of the leading blogs on the web like Vox, the Verge, SB Nation, etc.—built an internal tool to help its social media team easily create Twitter visuals. One of the keys to this tool was branding in the form of a watermark logo on each image.
- Buffer - One of the ways we’ve found to be most useful with sharing Twitter visuals in this way is to look for images that are self-explanatory. In our experience, clear and descriptive images have a higher impact on engagement than abstract images do. For example: explanatory vs abstract (And that being said, the research as a whole makes little distinction between which type of image works best. It seems that any Twitter visual will have a positive effect, whether detailed, abstract, or otherwise.)
- Buffer - You can add up to four photos within a single tweet. Ad Age had a great way of explaining the benefit of collages for marketers: Photo collages have the potential to let them do more storytelling with the space they have and go well beyond the former 140-character boundary. … Share more photos — which appear in a collage format underneath the text of a tweet — and effectively pack their tweets with more content. Here’s a really cool example from General Electric of a way they combined the photo collage with additional text. To tag someone in a Twitter photo, Add a photo to a tweet. Click on the Who’s In This Photo? link to the right of the attached photo. Start typing a username or full name into the search box, and select the user you wish to tag. You can tag up to 10 people.
- Buffer Screenshots - CMD+SHIFT+4 on Mac Prt+Scr on PC, paste to Paint The visual is eye-catching in the Twitter stream because the text stands out from the standard tweet text. And it’s a great way to add even more space to tell more of a story—a cool hack to get beyond the 140-character limit of a tweet and to share bigger thoughts, ideas, quotes, and questions. I tried this recently with a question from one of our blog posts, and I saw great engagement—15 replies, which is way up from average for me. Twitter has partnered with a huge variety of different media sites to provide native support (and some pretty cool visual effects) when you share links from these sites. Here’s a list of some of the major ones that look great on profile pages. (This media appears as links in the main Twitter timeline.) Soundcloud Vimeo YouTube SlideShare (Here’s a SlideShare example.) slideshare twitter Twitter cards are another branch of rich media that you can use as Twitter visuals. Courtney did a great job of covering all the 9 different options for Twitter cards in her complete guide blog post. If you’re interested in setting up Twitter cards, I’d highly recommend reading her simple-to-use instructions and overview.
- Buffer - GIFs in Twitter can be a cool way to add some variety to your Twitter images. The GIFs do not play automatically; rather, they appear as standard, inline images with a play button over the image. Click the play button, and the GIF begins to play and loop. Here’s a pro tip for getting around this. You can pin a tweet to the top of your profile page, and the animated GIF will play automatically.
- Buffer
- Buffer - 1. LinkedIn sends nearly four times more people to your homepage than Twitter and Facebook Twitter and Facebook may reign when it comes to social sharing of stories, blog posts, and visual media, but when it comes to direct traffic to your main site, LinkedIn is far and away the No. 1 social referral source. Econsultancy reported this gap based on a two-year research study involving 2 million monthly visits to 60 corporate websites. LinkedIn’s referrals, which accounted for nearly two-thirds of all social referrals to corporate homepages, nearly quadrupled the second-place Facebook. LinkedIn: 64% of social referrals to corporate homepage Facebook: 17% Twitter: 14%
- Buffer - 1. LinkedIn sends nearly four times more people to your homepage than Twitter and Facebook Twitter and Facebook may reign when it comes to social sharing of stories, blog posts, and visual media, but when it comes to direct traffic to your main site, LinkedIn is far and away the No. 1 social referral source. Econsultancy reported this gap based on a two-year research study involving 2 million monthly visits to 60 corporate websites. LinkedIn’s referrals, which accounted for nearly two-thirds of all social referrals to corporate homepages, nearly quadrupled the second-place Facebook. LinkedIn: 64% of social referrals to corporate homepage Facebook: 17% Twitter: 14%
- Buffer - 1. LinkedIn sends nearly four times more people to your homepage than Twitter and Facebook Twitter and Facebook may reign when it comes to social sharing of stories, blog posts, and visual media, but when it comes to direct traffic to your main site, LinkedIn is far and away the No. 1 social referral source. Econsultancy reported this gap based on a two-year research study involving 2 million monthly visits to 60 corporate websites. LinkedIn’s referrals, which accounted for nearly two-thirds of all social referrals to corporate homepages, nearly quadrupled the second-place Facebook. LinkedIn: 64% of social referrals to corporate homepage Facebook: 17% Twitter: 14%