Creative Content
September 2, 2020

Cheat Sheet to Improve Your Social Profiles in One Hour

When you’re a tech brand, digital marketing is at the core of your growth. That’s why I wanted to share with you my best tips on improving your social profiles. Socials are basically where you introduce your brand in a very compact way to your audience. 

Sort of like a digital handshake. 

I don’t have to tell you how many social media platforms there are. There are many. And it’s a space that’s constantly changing. 

That’s why I’m not going to tell you how big your social media profile picture should be  - best check with the platform itself. 

What I do want to talk about is what you need to consider in your social media profiles to connect with your audience and effectively communicate your brand. 

It’s sort of like an elevator pitch but with profiles, pictures, hashtags and handles. Let’s jump right into it. 

1. Consistent handles, usernames & URL nomenclature

Instagram, Twitter & Snapchat have handles, while Facebook, Youtube & LinkedIn have usernames & urls.

Firstly - in simple words - be consistent with your handles, usernames and urls.

Why? 

It makes it easy for people to find you across the digital space. 

Plus, there’s so much noise on social media that you want to make your handles & usernames- easy to remember. 

Choose one handle/username and apply that throughout your profiles. 

If your main brand name is taken, choose something memorable, that adds value to your band. Look at Chip, the fintech app.

Unite the URLs & user names - you can get creative like Chip.

2. Bold & coherent social Profile Picture

Use one profile image showing your logo in one colour scheme and one lockup across your channels.

I generally never advise to use the logotype here. Your brand name is for located right by the image, in most cases anyways. 

Chip is also a great example of a coherent and bold Profile Picture. Your brand name is always next to it on social.

You probably have a beautiful logo marque designed by now. Profile picture is definitely one of the best places to use it. Look at the graphic below - you’ll see that in some cases your profile picture will be as small as 10x10px, so be bold.

The social space is noisy, hence I recommend you strive for coherence to build affinity. No matter which social profile your visitor will land on, they should instantly know it’s you.

I know it can be tempting to show off the different ways you can apply your logo here but really ,simplicity and consistency is key. Leave the logo lockup showcase to your guidelines, for now.

Anna Money - great example of consistency.

Around 80% of social media activity is done on mobile [1]. 

That could mean for your profile picture being very small, very often. For example, community management is something you will be tackling on a daily basis (and you should) the most common place your profile picture will be seen would be the app’s feed activity. Man, that’s small!

Profile Picture sizes across platform

3. Focused Profile description

Sometimes it’s called the “About” section. It’s your elevator pitch infused with keywords. Why keywords? It helps you to be found online. You have a fairly limited real estate here - for example, the Instagram description needs to be max 150 characters long.[2]

Be very specific and on brand. Here are some cool examples to get you inspired.

Spotify Podcast - keyword driven social descriptions. Left: Instagram, right: Twitter. 


Download the full case study of kwiff and learn how they acquired over 350k+ new customers

4. Communicate more with the Cover Artwork

This one really depends on the platform.

You have it on Facebook, Twitter but not on Instagram or Snapchat.

Look at the cover as the extra real estate to make sure the first impression of your brand is great and to the point.
The cover can be a prime location to push your most important message. Especially on Facebook, where if you’re thinking about starting digital advertising backed by organic strategy, video can help you very quickly tell your story. 

Tide Banking is an excellent example for social-optimised video cover. Not only do they tell a good story but it’s created with the social in mind. Great job Tide! [3]

5. CTAs - seeing the bigger picture

This point is channel specific too, and can be achieved in different ways throughout the social platforms.

Start by asking yourself (or your marketing manager), what's the main action you’d like your visitor to take? 

You can direct the visitors to visit your website with a clear “Use App” CTA on Facebook, for example. That’s why by the way, make sure you have your “Download” or “Join” buttons in above the fold on your home page.

Or maybe you’d like to push the fact that you’re building a community? Direct your visitors there through the description link.

Lastly, make sure your description is in line with that CTA.

Social media uses non-linear storytelling meaning people join in and drop off at any point in time That’s why I always suggest to map out a social customer journey to make sure you’re really hitting it on the head.

I know you’re busy, so if you’ve skipped straight to the bottom here is a TDLS verison for you:

  1. Profile Picture - use an image with your logo mark in one colour set and one lockup. Your profile picture will be displayed in as little scale as 10x10px, so be bold.
  2. Handles & Username - cross-check your channels for consistency. You want to use the same name through. If your name is taken, get creative, like Chip - @getchippapp
  3. Description - build it based on your keyword research learnings. Why? Keywords help you find stuff online. Remember, you’re limited with the character count, so be specific & on brand.
  4. Cover Artwork - where possible you can introduce another visual - either image or video. Make sure you’re adding value to the message you're communicating to the viewer who lands on your profile.
  5. CTA - decide on the main CTA for the profile - you can direct ppl to the app store, website or community page.
  6. Map out the bigger picture - social is based on non-linear storytelling, so be aware of your user journeys.


Hope this sheds some light on paid social & creative content.

We’re sharing content regularly for those who want to grow their business using the digital space, with a focus on digital marketing.

If you have any suggestions, questions or just want to geek out over some creative topics, let’s connect on Twitter or Linkedin

Thanks for reading! 

Stay safe,
Anna

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Article links:

[1] https://marketingland.com/

[2] https://blog.hootsuite.com/

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