Ponder this thought for a moment: 83% of Instagram users discover new products and services on this platform.
When a customer clicks on your brand’s profile, your social media aesthetic is one of the first things they will notice, so it is important to stay consistent. A brand aesthetic is your content's visual look or appearance, and it can help establish a mood, tone and demonstrates your company's personality. It is a way of aligning your social channels to ensure uniformity.
Why it's important
Content marketing is constantly evolving and adapting to trends, so audiences crave new content, and your brand must develop alongside that, especially now social media is so dominant.
Our Siren team experts recommend that our clients ensure that their social channels are aligned and spread the same message about your business. This is because customers appreciate and notice brand consistency and recognise when a post is in keeping with your company’s ethos. In fact, brand recognition is the ultimate goal for your social media branding efforts. Therefore, it is necessary to understand who your audience is when developing a brand's aesthetic because different brands have different priorities that inform their overall look and feel on social channels.
HubSpot Research found that internet users' behaviours are changing to reflect a growing interest in visual content. There is also a change in how they access brand’s content, often choosing social media platforms over the more traditional blog and long-form outlets. This growing demand for alternative media modes highlights the importance of a strong visual aesthetic and tone to coincide with your brand. You want to make sure that you have a consistent logo, colour palette, bio, boilerplate, and handle throughout your social channels.
Get design and style inspiration
Your followers and competitor’s social feeds are an excellent place to find inspiration. Although, you would not want to copy another brand's style, it is a great way to find out what you and your target audience do and do not like.
Inspiration can be found anywhere, whether that be magazines, competitor’s websites, Pinterest, Instagram, and blogs. It is also worth taking a look at any fonts, styles or colour palettes that stand out. You should consider what feelings you would like to evoke from your audience and how you would like your customers to view the people behind your brand. You ideally want to create a two-way conversation, whereby your brand is considered trustworthy and influential.
The importance of colour
The use of colour in branding is incredibly powerful. Research has found that colour can boost brand recognition by as much as 80 per cent. Colour can help create an identity for a company, different tones can convey emotions, feelings and experiences. There are meanings behind various colours, for example, we often see yellow as cheerful and happy, whereas green represents health, growth, and relaxation. Take McDonalds for example; they use the colour yellow due to its association with happiness. It's also the most visible colour to spot in daylight, making the logo easy to spot on a busy road. It's important to remember even if the content is not identical from post to post, a uniform colour palette is naturally pleasing to the eye and can help bring your page together to give a strong first impression.
A strong social media style guide
A style guide will determine how you want people to identify your brand and something you can do to maintain a cohesive presence and keep your team on the same page. A style guide will explain how that content should look when shared, whether this be a brand voice, grammar and terminology, hashtag use, and visual guidelines. These are the foundations for consistency and create a go-to source for how your brand appears and acts on social. Spotify is an example of a brand that delivers an incredible digital experience for its users. Their colours green, white, and black are dominant while remaining friendly, ensuring brand consistency across various media platforms.
Plan, and plan some more
Planning out your Instagram feed could actually save you time, not to mention enhance your overall aesthetic. You want your social pages to look thoughtful yet professional, so careful planning is the way to do that. When you plan out your feed, you are able to see what posts look best next to each other—and what posts do not. You will be able to tell where you need another hit of your brand's dominant colour, or where you could stand to add a lighter-hued photo to the mix. Each business' aesthetic should be something fresh and different from its competitors. Why not branch out and be different!
Branding your social media presence takes time and like your posting schedule, will need consistency, forward-thinking and a focus when implementing. Siren’s deep-rooted sector knowledge, communications experience and creativity can help you get your brand to where it needs to be fast. Whatever your objective, whatever the backstory, whatever the digital platform, we create stand-out content that works to drive tangible results via social media and digital content creation, development, and management.
If you need help with your social media aesthetic or would like to know how we can help, get in touch with our team.