To do social media marketing you have to adapt particularly to the vehicle you are using. Much more than in other cases. In fact, the way of use is often fast and scrolling. Myriads of content come out at every hour of the day. Additionally, algorithms and trends are variable. This makes more complex attract attention with usefulness. Yes, because attracting attention isn't necessarily complicated.
The real challenge is to ensure that this attention generates real involvement. And, may this involvement lead toaction.
In other words, you have to ensure that attention becomes conversion. So you need to create content that immediately attracts attention. That effectively communicate what you want to say in a short time but without distorting your brand image. In addition you have to make sure that people watch all the content. Or, at least, as long as necessary for it to be clear call to action.
Do you want people to start following your page through content that comes across scrolling through reels on Instagram? You want them to visit yours when they look at an ad on Facebook E-commerce? Or do you want to go viral on Tik-Tok, to increase a sales channel?
For these and other purposes, the design applied to social media marketing.
Content index
Questions to ask yourself when applying design in social media marketing
High-quality images and videos are not necessarily the key to success. We're not making an action movie or doing an exhibition. Of course, you shouldn't propose grainy or blurry images and videos either. But the quality commonly understood it is not essential. What is more The quality of the image composition is important. And here, a basic aspect that unites us comes to our aid painting, la direction , photography.
That is understand photos and videos as a composition. And you need to ask yourself the right questions:
- Which element must be highlighted so that it is immediately clear what I intend to say?
- So that the tone is clear? So that my deep intention is clear?
- And, in this, how do I balance the other elements so that they are complementary to my visual message?
- How can I harmonize them, so that the proposed image is also pleasant to the human eye?
- How can I combine them so that in addition to meeting the requirements above, they also have a visual impact?
Never heard of the golden section? A design principle applicable to everything and which is also found in nature.
And the same can be applied to infographics, illustrations, animations… in short, they can be applied to any visual element. Study the design elements it can be useful to understand more, as well as see what works in the digital marketing design. Not to mention the design applied to websites.
Going to see these approaches may seem incidental. But consider that social networks are different from each other, they are variable. So you have to mix multiple approaches and make continuous attempts. This is also because not only the algorithms change parameters. It's not just a mechanical issue.
Cognition and perception: brain and culture
It's always there behind the phone screen a person who on the one hand has a cognitive system that has objective and known functions. For this to understand the neuromarketing helps us, as do the basic principles of design (which are based precisely on cognition).
On the other hand, this person has a culture and subcultures on which his perception is based.
For this reason (as we have said a thousand other times in this blog) you need to mix:
- technique,
- self-knowledge (brand identity),
- of the market (what do the others do?),
- of the environment (where are they?)
- of the specific target (such as the people I speak to).
This is how we work on it perception, which is more specific, targeted, subjective. And we work on it cognition, which is more objective and which can only be touched through the technique.
Do you want an example on this last point? Go to the post office or a bar full of people and clap your hands.
Aside from becoming the nemesis of social anxiety, you'll notice that unless there's something else like a blaring TV or loud music, everyone will turn away. Because a clap is a signal that unequivocally attracts attention. Attract the attention of the young man, the old man, the lady, the girl, the bartender and the 2 year old. This is for a matter of cognition.
How this will be perceived, however, is a subjective question. Someone may notice initially but then immediately move on to something else, someone else may think that you had a reason, someone else will think that you are swatting a mosquito, that you are self-centered or even crazy. And a thousand other variables of interpretation.
How brands use design in social media marketing
TOMS have used Facebook to share visual stories that show the social impact of their initiatives. The images and videos feature real people who benefit from their shoe and eyeglass donation programs. This visual storytelling campaign not only promotes TOMS products but also reinforces the brand's message of social responsibility, emotionally involving the public and encouraging shares.
Glossier exploits Instagram to engage their followers through a campaign based on user-generated content. Invite customers to share photos of themselves using Glossier products with the hashtag #Glossier. The images are curated with a coherent and minimalist aesthetic, reflecting the style of the brand. This strategy not only increases engagement but also creates a sense of community among customers.
Wendy's she is famous on Twitter (now X) for its bold graphics and witty lyrics. They use eye-catching images and GIFs accompanied by witty and provocative comments, which often go viral. This combination of visual design and short, punchy texts captures users' attention and encourages a high rate of engagement and sharing.
I'll say it again https://t.co/ffcEZ9lDNd pic.twitter.com/C0TO0cW54C
- Wendy's (@Wendys) May 1, 2024
HubSpot have used LinkedIn to share educational infographics that explain complex marketing and sales concepts. The infographics are well designed, using corporate colors and a clean layout that makes it easy to understand. This strategy not only positions the brand as an industry expert but also attracts professionals interested in improving their skills.
Guess launched the #InMyDenim campaign on TikTok, inviting users to show how they style their Guess jeans. The creative videos, often accompanied by popular music and dynamic montages, have attracted millions of views and participations.
Sephora have used YouTube to share well-designed beauty tutorials. The videos feature makeup experts showing how to use Sephora products, with detailed close-ups and informative graphics.
