The importance of the web and social networks for companies is often stressed, not without reason. It is the easiest way to communicate with your potential customers. It is, therefore, crucial to identify and be present on at least one platform, and ideally 2 or 3 (but not TOO many), adapting your content to each one.
That said, social networks are constantly evolving, and companies must adjust their marketing strategy to offer relevant and adapted content. Each social network has its purpose and requires different image formats, but also a different way of addressing its audience (both in terms of content and form).
So, which social networks to use and how to use them well?
Our team has put together a social media guide to help you answer this question for your business. In it, we present 4 of the most used social networks by businesses globally: Facebook, Instagram, LinkedIn and TikTok.
Why use Facebook
Facebook is used to build a community, acquire customers, showcase your products and sell online to an adult clientele between 30 and 50 years old.
A social media classic, Facebook is still widely used by businesses and the general public. Your customer is undoubtedly there, with more than 2,910 million active users worldwide! Indeed, having a Facebook page has become as classic as having your phone number in the phonebook a couple of years ago! Whether you think the network is outdated, Facebook remains the mainstream platform.
How to use Facebook
To perform well on Facebook, you must post regularly, use images and videos, and encourage people to comment and participate in the conversation. Facebook allows you to create an active community around your company page or an interest group you have made. You can post for free on Facebook and get organic reach or create targeted ads. Facebook also allows you to link your online store with Facebook Shops, in addition to paid ads.
Which format to use for Facebook
To post on Facebook, you have several options. Facebook is the most adaptable medium. However, it’s best to ensure you maximize your publications’ quality.
Facebook profile image
Use a good quality square image (minimum 500 x 500 pixels). The profile image is the ideal place to use your logo in its simplest version because it will be shown small most of the time. Hence the importance of having different logo variations. To maintain a professional appearance for your business, avoid having your logo too close to the edges by leaving an inner margin. Also, please make sure that it is well centred horizontally and vertically!
Facebook page cover banner
For the cover image of your Facebook business page, use an image that is 851 × 315 pixels in size to prevent your photo from being distorted or compressed. Note that depending on the ratio of the uploaded image, the mobile display may hide the sides of your banner. So be sure to keep the critical content in the center of the image. It’s where you can reinforce your brand image and complement it. Do not reuse the logo used in the profile picture. The cover picture is an excellent place to show lifestyle photos, your slogan or graphic elements of your branding. Need help? We offer social media branding packages!
Facebook Ads
For paid Facebook Ads, optimizing the display for different locations in the network(media placements) is possible. To do this, prepare images with a square ratio of 1080 x 1080 pixels, a horizontal rectangle format of 1200 x 628 pixels or a vertical rectangle format of 1080×1920 pixels (for stories). At the very least, opt for the square format: it will allow you to publish an ad in the news feed, sponsored posts and Messenger. Be careful because the images used for advertisements have a maximum number of words. Give preference to simple photos or visuals, and concentrate the content in the text zones provided for this purpose (description zone and titles offered by Facebook when creating your ads).
Facebook offers a simple way to advertise by boosting existing posts and a simplified interface for your page administration. However, it also offers a comprehensive Ad Manager to target precisely who you want to talk to. Plus, if you create ads from the Manager, you’ll be able to choose to run your ads on the Instagram network simultaneously!
The benefits of having a presence on Instagram
A more lifestyle and predominantly visual platform, Instagram is a top choice for building a solid and inspiring brand. By connecting with specific aesthetic trends and with the right message (often more personal than Facebook), you can create an active community more valuable than paid advertising. Instagram is also well-contained for its “influencers,” so even without communities, you can do business with content creators to do influencer marketing on it (by engaging them).
Owned by Facebook, Instagram is still widely used by a younger audience, between 16 and 25 years old approximately. With over 1,478 million active users worldwide, we’d be crazy to do without it!
How to use Instagram
To perform well on Instagram, you must post daily and use high-quality images, respecting your visual identity: use the same colours and filters to create consistency and credibility. Naturally, people like to know what to expect and will feel they know you better by recognizing your brand (to learn more about this psychological phenomenon, go here).
Instagram allows you to create an active community around your business page. The platform also allows people to “store” from your tagged posts by being connected to an online catalogue (Instagram Shopping). Like Facebook, you can create paid ads or stories via Instagram Business and see the statistics.
It is sometimes difficult to distinguish yourself from all the other profiles. The importance of creating a solid visual identity, being very disciplined in posting frequency, being spontaneous and showing different sides of you and your business, and using quality hashtags that correspond to different niches. This requires a certain comfort with social media. But know this, Instagram has an extensive help section with “first steps” courses and guides that can help you!
Which format to use for Instagram
To post your images on Instagram, you must ensure you maximize the quality of your photos and respect the square format and your brand identity (personal or professional).
Instagram profile picture
Use a minimum 320 x 320 pixel square image for your profile picture. Note that it will be presented in a circle. Consider this when framing your photo or logo.
Images of publications
For images in your posts, thumbnails, stories or ads, use a picture with a minimum size of 1080 x 1080 pixels or a slightly vertical dimension of 1080 x 1280 to take up more space in the feed. Note, however, that the grid displays the square ratio, so your content will have to be in the center and not cut off on the profile page. Many scheduling platforms and apps allow you to preview the grid before publishing (we recommend it).
Carousels are also relevant to communicate more content without overloading your first thumbnail. As a bonus, once someone has seen the first image of a carousel in their feed, their next visit will show them the second image, and so on. Perfect for staying present without seeming redundant.
Why develop your network on LinkedIn
LinkedIn is the professional platform par excellence. With 810 million users worldwide, LinkedIn brings together professionals, businesses, solopreneurs, recruiters and job seekers in one place.
LinkedIn allows you to network, prospect for clients, develop your personal branding and share the company culture to attract clients and potential candidates, most of whom are between 25 and 35 years old.
How to use LinkedIn
You don’t have to post daily to increase your visibility on LinkedIn. However, developing a network of contacts, employees, customers, prospects, collaborators, and suppliers is vital. Text, images, videos or GIFs posted on LinkedIn should encourage conversation and the sharing of opinions. You should share posts on your personal profile to increase visibility.
LinkedIn is used more by B2B service companies and is not recommended for retail companies (B2C). LinkedIn allows your company to increase visibility through paid options for Sales Navigator advertising or job postings with a LinkedIn Recruit profile.
Which format to use for LinkedIn
Nothing is more accessible than publishing on LinkedIn.
LinkedIn page image
Use your company logo in a sufficient quality square format (minimum 500 x 500 pixels). The same aesthetic recommendations for Facebook and Instagram apply.
LinkedIn page banner
For the cover of your company page, use a very wide and low rectangle image of 1128×376 pixels. LinkedIn banner templates are available on Canva. Enjoy it!
Images of publications
We recommend having a minimum of 500 pixels in width to have a clear image, even on mobile devices with retina screens.
Why make the jump to TikTok
Growing in popularity across all ages and industries, TikTok has been on fire since its creation in 2016!
However, on average, TikTok is still used mainly by a very young audience, from 16 to 25 years old. With 1,000 million active users worldwide, 56% are women, and many entrepreneurs are launching on this network.
How to use TikTok
TikTok is different because it only displays short videos using popular music and hashtags. It offers many ways to get closer to a very young clientele and create viral content thanks to its high engagement rate: use humorous effects, make contests or launch challenges (#tiktokchallenge).
Joining TikTok means entering the world of influencers. Since paid ads are not always an option, it is sometimes more interesting to see your product in the posts of people with thousands (or millions) of followers. This is a very common marketing strategy in the retail industry: affiliate marketing.
Which format to use for TikTok
To publish on this network, it is not images but videos (recorded or Live) on current trends that you will have to make. Better yet, creative content, but primarily funny! And generally musical.
Now adapted to business or NPO accounts, TikTok Shopping allows you to buy products directly from the platform, thanks to a partnership with Shopify.
TikTok account image
Use your company logo in a square format of 200 x 200 pixels. The same aesthetic recommendations for Facebook and Instagram apply.
Format of the publications
Since TikTok is designed to be used on a cell phone, the vertical video format is essential, even if horizontal videos are allowed. The dimensions of your videos should be 1080 × 1920 with a margin of 150 pixels (top and bottom) and 64 pixels (sides) and respect the 9:16 radio. The duration of the publications should not exceed 60 seconds.
Maximize your presence on social media
Take the time to analyze every advantage of the many social media outlets out there, so you can target where your customers are. You’ll maximize your time by using a content calendar and scheduling your posts through a tool like Facebook Business Suite, Buffer, Canva or Hootsuite. More than anything, engage your community in the conversation by asking questions, running contests, or inviting them to share photos of your products by identifying yourself!
Need help establishing your social media presence with a consistent visual identity and attention-grabbing posts? Get in touch with us.
