Did you know that social media marketing has a 100% higher lead-to-close rate than outbound marketing? Or that 84% of B2B marketers use social media in some form?
Using social media as a marketing tool can help you grow your brand and your sales, but newsfeeds are becoming overwhelmed with stories, updates and calls to action. Users are overwhelmed and brands are finding it harder to stand out.
The solution? Get visual with Social Graphics.
A picture really is worth a thousand words, and when it comes to capturing your audience’s attention, you want to take full advantage of every chance to communicate your message. Short attention spans have made lengthy explanations less effective – so it’s time to start showing, not telling.
A study by OKDork and BuzzSumo analysed 100 million articles and found that including an image with a post on Facebook more than tripled the amount of shares that post received. On Twitter, shares more than doubled.
But going visual is just the first step. Doing it in a way that will engage and elevate your brand requires a little design know-how, and that’s where we come in!
At Purpose Media we pride ourselves on brilliant design and strategic vision.
We’re fortunate enough to have brilliant graphic designers on our team, who know just what it takes to create a stunning social graphic and luckily for you, they’re willing to share their top tips.
Design Tips for Strong Social Graphics
There’s no point spending time and money creating a social graphic that consumers won’t be able to read. Don’t overdo it with fancy typefaces that might look pretty, but ultimately will detract from legibility. And always make sure the font is large enough to read!
Visual hierarchy is the use of stylistic elements like colour, type size and positioning to convey the relative importance of information on a page. Essentially, it provides order and helps readers prioritise and understand information more quickly and accurately.
When creating graphics for social media you’re trying to grab a viewer’s attention. The customer will often skim read things and won’t understand anything if it’s ordered in a confusing fashion, so keeping a clear hierarchy is paramount.
This one’s important! It takes five to seven impressions for people to begin to recognise your brand. This means that repetition of key brand ingredients, such as your logo, colours and typeface is essential.
When designing social graphics bear the above in mind. If your graphics look and feel cohesive and related, users can form a clear understanding of your brand in their minds. If your graphics look and feel different every time, they will have no cumulative branding effect – dashing your chances of a successful brand.
Colour creates contrast and balance. But it’s important to be aware of how certain hues or pairings influence perception. Some colours such as those in the red and yellow families, can stimulate and energise, while others such as those in the blue spectrum can convey calm and trustworthiness.
Think about what feelings you want your graphic and brand to evoke. Once you have a sense of your desired mood and effects, you can play around with colour and see where it takes you!
Much like colour, typography conveys mood and tone, sometimes more powerfully than the copy it delivers. When choosing a font, it’s important to think about the desired tone of the words. From there, you can explore which typefaces work best together.
It’s always important to think about where the graphics will be live, so that you can tailor them to the sizes and preferences of the respective social platform.
Spending a little time exploring your customer’s motivations is crucial to this step. You want to be sure that once you’ve grabbed their attention, you’re offering some value and not just being a distraction.
Armed with the basics of good graphic design for social media, it’s time to think about how you’ll apply them to your brand.
The main takeaway is to remember that the key to an excellent brand is consistency. If your graphics look and feel cohesive and related, then customers can form a clearer understanding of your brand in their minds.
At Purpose Media we can help you look at the world through the eyes of your customers to understand their wants, their needs and the problems they face.
We then use this insight to show you how your business can help them solve those problems and the best way of communicating it to them, whether it be through social media graphics, captivating video clips, or printed publications.
We’ve helped hundreds of businesses to increase their profile, reach and sales and we can do the same for you.
Why not give us a call today or come and see us to discuss your latest project.