Social
Guide to images for social media and ads
On social media, an image has less than a second to stop the scroll. What works on each platform is different: a LinkedIn carousel, an Instagram story and a TikTok ad each have their own language.
This layer's codes adapt the image to the platform, to a post type (quote, comparison, giveaway) or to an ad type, and reserve the areas the interface covers.
Each platform's formats
Each network has its proportion and areas covered by buttons and text. Using the platform's code saves crops and keeps the subject from ending up under the interface.
/••••••••Instagram story visual
Frames the image as an Instagram Story visual…
/••••••••Instagram Carousel Slide
Slide designed to sit inside a multi-image Instagram carousel…
/••••••••TikTok frame
Full-bleed framing with the subject centred in the safe zone TikTok keeps clear…
/••••••••LinkedIn Post Visual
Clean, professional square or landscape treatment suited to LinkedIn's feed…
/••••••••Pinterest pin
Pin composition with a clear top-to-bottom visual flow…
/••••••••YouTube Shorts Frame
Framing sized for YouTube Shorts…
Posts that drive engagement
Some posts work through their structure more than the photo: a quote, a comparison, a ranking, a testimonial, a giveaway. The code prepares the composition for that message.
/••••••••Quote card composition
Organizes a quote within a visual card.
/••••••••Versus comparison layout
Arranges two elements facing off in a versus-style comparison card.
/••••••••Ranking card layout
Organizes information into a ranking-style card.
/••••••••Testimonial card layout
Organizes a quote or testimonial within a visual card.
/••••••••Giveaway post layout
Composes the visual format typical of a social media giveaway.
/••••••••Stat card layout
Creates a social card centred on one key statistic…
Creator content and ads
Content that looks phone-made by a real person often performs better than highly produced content, including in ads. For paid campaigns there are codes with each ad format's structure.
/••••••••User-generated content style
Mimics the spontaneous, unpolished look of user-generated content.
/••••••••Unfiltered phone snapshot
Gives the image the raw, unfiltered look of a photo taken on a phone.
/••••••••Creator desk setup
Sets the scene at a content creator's work desk setup.
/••••••••Meta ad creative
Frames the image as a Meta advertising creative suitable for Facebook and…
/••••••••TikTok ad creative
Creates a TikTok-style ad visual with fast-hook energy…
/••••••••Flash sale ad creative
Creates an urgent flash sale visual with bold offer hierarchy…
Common mistakes
- Using the same image on every network without adapting the proportion.
- Placing the subject or text where the app's buttons will go.
- Over-producing: in many cases natural content builds more trust.
Example combination
Natural story with room for stickers.
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